Burberry goes digital; High-tech fashion  

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Jenis: Article from Bulletin/Magazine
Dalam koleksi: The Economist (http://search.proquest.com/) vol. 404 no. 8803 (Sep. 2012), page 67.
Topik: Clothing Industry; Marketing; Foreign Investment; Corporate Planning; Chief Executive Officers

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Perpustakaan Pusat (Semanggi) Nomor Panggil: EE29.73 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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On September 17th Christopher Bailey, Burberry's creative director, sent models shimmering down the catwalk in a luminous array of lace coats and tiny metallic shorts. The event, part of London Fashion Week, was streamed live to Burberry stores and suburban laptops, allowing fashionistas everywhere to snatch a glimpse of the collections that will appear in stores next spring. But the show comes at a dolorous time for Burberry, which has seen investors flee like models from a chip butty. Sales are slipping. Burberry's share price slumped by 18% after the company warned that profits would be at the low end of expectations. It is likely to make around Pounds 400m ($650m) for 2012-13, a modest rise from last year's Pounds 376m. Having expanded rapidly in Asia, the brand is feeling a new chill from the east that even its trench-coats can't keep out. That has raised doubts about Burberry's strategy. Angela Ahrendts, the firm's CEO since 2006, wants to harness technology to spread the word about its creations. Critics fret that her obsession with bits and bytes is a distraction from Burberry's core business of selling luxury clothes in shops where tourists feel comfortable unzipping their wallets.

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