Burberry (LON:BRBY) has signed a deal with fashion technology platform Farfetch, which will see its full range available in 150 countries for the first time.
Farfetch has integrated technology developed by Burberry into its operating system, and the luxury goods firm will “ensure the images and narrative provide a consistent and curated digital experience”.
The big push into digital is part of Burberry’s plan to ensure its range is accessible to the widest possible number of consumers, hopefully lending a boost to its lagging sales. The move is part of the strategy by new Burberry chief executive Marco Gobbetti, who is aiming to make the brand more appealing to luxury shoppers.
The deal with Farfetch will kick into action after Burberry’s February fashion show, offering a around-the-clock ‘Show to Door’ London delivery service for 24 hours after the show.
Burberry shares are currently trading up 0.55 percent at 1,551.50 (1030GMT).