Saturday, November 6, 2010

Taking Burberry Digital by Angela Ahrendts

It is no longer news that Burberry is one of the few major luxury fashion brands that have embraced the internet and digital media in recent years. Through its Art of the Trench social media website launched in 2009, the brand demonstrated its dedication to using digital and multi-media to drive its brand experience, while at the same time setting a precedent for the rest of the industry. 

Since then, Burberry has gone on show other stellar examples of digital integration, from live streaming its fashion shows to projecting them live in 3D in locations around the world and most recently enabling instant online purchase of the delectable pieces from its collections right off the runway. These bold moves have gained the brand the much envied position of "digital luxury innovator" across the industry; and have given other luxury fashion brands much homework.

As you may imagine, it is no easy feat to ensure the integration of digital technology accross the entire value chain of a luxury company particularly one with 212 stores and 168 concessions like Burberry. Angela Ahrendts, the CEO that has driven this ambitious new path forward explains how Burberry got this far at the recent World Retail Congress. Her words are both illuminating and inspiring. Watch the presentation here.

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