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Burberry adds to ecommerce presence

By Retail Technology | Wednesday February 21 2018

Fashion retailer Burberry is strengthening its global ecommerce offering with a tech partnership

For the first time, technology developed by Burberry has been integrated to the Farfetch API - the operating system of global fashion technology platform Farfetch.

This development means Burberry’s entire global inventory will be available through an ecommerce platform, expanding Burberry’s distribution globally and giving it access to over 150 countries.

The partnership will see Burberry working closely with Farfetch on how the brand is presented on the Farfetch marketplace, ensuring the images and narrative provide a consistent and curated digital experience.

Daniel Heaf, ‎SVP digital commerce and digital marketing at Burberry, said: “Burberry has led the way in digital and this is a natural and significant evolution for us as we seek to reach a young fashion-conscious consumer. We want the digital expression of our brand to represent the very best in brand and product storytelling whether on our own platforms or through our partners, and Farfetch customers globally can now access the full Burberry offer.”

Ecommerce partners

The technology underpinning the partnership with Farfetch will also enable Burberry to deepen its relationships with other existing and new ecommerce partners as the new format grants partners previously unavailable levels of depth, flexibility and transparency of Burberry’s inventory.

The partnership will launch with “Show to Door”, an immediate around-the-clock London delivery service from Farfetch for 24 hours after Burberry’s February 2018 Show. 




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