To change its old-fashioned image and attract more young consumers, the British luxury brand Burberry has implemented full upgrade of its equipment in 57 retail stores in mainland China.
The company will provide its employees in these stores with Apple's popular tablet computer iPads, so that they can help consumers order products that are not available in these stores. At present, parts of the 5,000 Burberry series products are not available in retail stores; however, consumers can still complete the purchase by online ordering. Apart from providing iPads, Burberry will install touch-screen devices to help customers buy products more conveniently.
Angela Ahrendts, chief executive officer of Burberry, said that China is Burberry's first market that adopts the electronic retail store model, which is expected to extend into other markets. Burberry plans to fully upgrade its 57 retail stores on the Chinese mainland, where consumers can appreciate the company's special series of products, fashion shows, and entertainment contents on the touch screens.