“Burberry Group PLC is outfitting its stores in China with the latest digital technology, including touchscreens for customers and iPads for staff, at the start of a global campaign to shake its stiff, older image and win over younger customers,” Laurie Burkitt reports for The Wall Street Journal. “China will be the first market to launch the digital retail model and other markets will follow suit, said Angela Ahrendts, the chief executive of the U.K. luxury fashion house.”
“Burberry plans to furnish its current 57 retail stores in mainland China—and the 43 stores in the pipeline—with touchscreens the size of full-length mirrors on which it can display special collections, fashion shows streamed from other countries and Burberry-produced entertainment, Ms. Ahrendts said in an interview,” Burkitt reports. “All staff will be equipped with Apple Inc.’s iPads to help consumers order sizes that may not be in stores, plus some of the 5,000 products in Burberry’s collection that aren’t stored in retail outlets.”
Burkitt reports, “Ms. Ahrendts said that China, now Burberry’s fastest-growing market, is poised to become the company’s biggest market within the next five years.”
Read more in the full article here.
[Thanks to MacDailyNews Reader “KenC” for the heads up.]