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'Burberry' Articles

Apple and Burberry Develop Personalized Retail Chat Service for Luxury Shoppers

Apple has been working with Burberry on a new chat service called "R Message" that integrates with the luxury fashion retailer's internal iOS app and allows store associates to directly communicate with customers. Vogue Business reports that the service, now being piloted, will be invitation-only and is designed to enable staff to chat with "high-value" clients via Burberry's internal app, known as "R World." The idea is that R Message will essentially integrate Burberry's internal system with its customer-facing app, allowing shoppers to book in-store appointments, receive personalized item recommendations, and buy products more directly. The benefits for sales associates are said to include tight integration with the company's back-end inventory system, which will let staff check stock and drive sales. In addition, a Newsfeed-style feature will keep them up-to-date with company updates, advertising campaign images, and press mentions to encourage regular usage and foster client relationships. "You've got highly skilled associates who know how to serve in a luxury way, but even for a great associate, there might be 10 per cent extra that you can give them by giving them the right information at the right time," says Mark Morris, Burberry's vice president of digital commerce. "[Customers] now know much more about what they want… and to be at that service level where you can give credible advice, you need the basics."The service is broadly reminiscent of Apple Business Chat, which Burberry already uses, but rather than go through iMessage, in this case the

Burberry Becomes First Major Fashion Brand With an Apple Music Channel

Burberry is launching a curated channel on Apple Music, making it the first luxury fashion house to do so. The Burberry Apple Music channel is listed under "Curator Playlists," which also includes content from brands and media sites like GQ, Wired, Pitchfork, and Rolling Stone. Content provided by Burberry includes selections from company's current CEO, Christopher Bailey, along with music played on the Burberry runway and a selection of emerging British talent. Burberry is the first clothing company to debut an Apple Music channel, but it's not an unusual choice due to its Burberry Acoustic campaign, which supports new British music talent and features acoustic tracks recorded exclusively for Burberry. Burberry employs a full-time music team that works on Burberry Acoustic and matches up artists with record labels. According to the The New York Times, going forward, the Burberry channel will feature performances, songs, and films that have come out of Burberry's work with artists on Burberry Acoustic. The channel's first exclusive will come from emerging British artists set to perform at the Burberry Womenswear show on September 21."I am excited about our partnership with Apple on this amazing platform which will enable us to take what we do now with Burberry Acoustic and share it with an even bigger audience," Christopher Bailey, Burberry's chief executive, said in a statement.Burberry and Apple have had a long partnership, first teaming up in 2013 to show off the photographic capabilities of the iPhone 5s. Angela Ahrendts, Apple's current head of retail, was