Classic fashion brand Burberry goes digital
CHICAGO (AP) - Ms Angela Ahrendts may be the chief executive officer (CEO) of Burberry, but one of her favorite accessories is an Apple iPhone5 that she's used to oversee a mobile makeover at the 150-year-old company best known for trenchcoats and tartan plaids.
"This is the biggest flagship store in the world," Ms Ahrendts says, holding up her iPhone during an interview in Chicago where Burberry just last month opened a new store. The Michigan Avenue site immerses customers in all things digital - from iPads for children to play with to video screens streaming Burberry fashion shows.
Burberry has long stuck to its English roots, giving its look from time to time modern tweaks, but it's been Ms Ahrendts and chief creative officer Christopher Bailey in the past few years who have pushed the brand's digital, and now mobile, boundaries.
"It's very easy to allow an iconic brand to remain true to its heritage and at the same time obsolete itself," says Mr Marshal Cohen, chief retail industry analyst with market research firm The NPD Group. "The hard thing to do is keep the iconic brand relevant. This is about somebody at the helm deciding they're going to find a way to keep the brand relevant for the future."