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Burberry Digital Pformation

2011/6/21 14:06:00 66

Fan Bingbing and Burberry chief creative director Christopher Bailey (Christopher Bailey) participated in the company's activities in Beijing.

Old fashions luxury Burberry is also pursuing new fashions.

Burberry Group PLC, a luxury retailer in the UK, will launch a global action to get rid of its rigid and ancient image and win the hearts of young customers by providing the latest digital technology for its Chinese stores, including touch screens installed for customers and iPad for employees. Group

Arentz, chief executive of Burberry group, said that China will be the first market for the company to launch the digital retail mode, and other markets will also be launched in. Angela

Arentz said in an interview that Burberry plans to have 57 Chinese companies in the mainland.

Retail store

The renovation will be equipped with a full-length mirror with a full-length mirror. It displays special selection products, fashion shows from other countries, and shows produced by Burberry. There are also 43 stores in the process of preparation.

Burberry released its first fashion video streaming video in China on its global and Chinese websites.

The Chinese website was launched in February.

This show makes use of holographic projection technology to create a combination of real models and virtual models, creating an illusion and real effect.

For Burberry, winning Chinese and foreign consumers at home and abroad is very important.

China will become the world's largest luxury market in 2020, according to CLSA Asia-Pacific Markets, an investment research firm. Luxury goods sales are expected to exceed $100 billion.

Arentz said that for other countries where Chinese tourists often travel and shop, Burberry has some 50 sales representatives who can speak Mandarin and Cantonese for these stores.

In Burberry China stores, all employees will be equipped with Apple Inc.'s iPad to help customers book the numbers that stores may not have, and some products that retail stores do not have in stock.

Burberry has 5000 products.

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Arentz said that China is now the fastest growing market for Burberry and will become the largest market in the next five years.

In the third quarter ended last December 31st, China opened for at least a year.

Sales of stores

The growth rate has increased by 30%, and global income has increased by 27% over the same period last year, reaching 470 million pounds (763 million 800 thousand US dollars).

Burberry is famous for its traditional British companies.

Arentz said Burberry will invest about $40 million in emerging markets this year, and some of its funds will be used for digital upgrades.

She declined to disclose the number of investments in China.

Young China

Consumer

It is driving the growth of the global luxury industry.

According to a survey by McKinsey & Co., about 73% of Chinese luxury consumers are under 45, and the US is about 50%.

Up to 45% of Chinese high-end consumers are under 35, while Western Europe accounts for 28%.

Younger consumers are also the driving force for the growth of e-commerce in China.

According to Data Driven Marketing Asia, a Shanghai market research firm, China's online sales rose by 95% to $82 billion in 2010.

China is the world's fastest growing online shopping base. Many luxury retailers are building websites to facilitate Chinese people to buy high-end products.

Burberry launched an online shopping website for Chinese consumers in March, with rivet decorating coats priced at RMB 44 thousand and motorcycle leather jackets priced at 35 thousand yuan.

Consumers can also enjoy 24 hours of customer service using the Chinese online chat system.

Burberry also created accounts on two social networking sites such as Kaixin and watercress, and Youku.

At the same time, it opened Sina micro-blog and released two Chinese celebrities' comments on Burberry. At present, Burberry has more than 90 thousand fans on Sina micro-blog.

In a series of mergers and acquisitions ended in September 2010, Burberry bought 50 Chinese chain stores for 65 million.