Burberry unveils 'retail theatre' concept in 25 flagship stores worldwide

Company Brief

London, 8 September 2010

"We are really excited to be launching 'Burberry Retail Theatre' enabling the first ever live simultaneous virtual trunk shows in our stores globally. This concept allows us to broadcast our multi faceted content all over the world, directly to our stores, creating a modern and pure brand environment. Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just 7 weeks." Christopher Bailey, Burberry Chief Creative Officer Burberry has been developing and testing over several months custom-designed, digitally charged in-store 'Retail Theatre' environments with enhanced acoustics and state of the art visual technology, creating the ultimate experience for modern luxury consumers.

The technology enables Burberry to broadcast content directly from its global headquarters across all platforms, into stores, onto multiple devices, re-shaping the way consumers engage with the brand and providing unlimited future opportunity both in-store and online'Burberry Retail Theatre' will broadcast the brand's Spring Summer 2011 womenswear show live stream directly into 25 flagship stores worldwide, creating live simultaneous virtual trunk show events on 21 September 2010

Customers in store will explore the collection through iPads, where they will be able to buy immediately through a custom-built Burberry application following a private viewing of the show on high definition screens spanning 3x3 meters with pioneering surround-sound creating a heightened show experience

Customers invited to in-store events receive digital invitations with a personal video message from Christopher Bailey today

'Burberry Retail Theatre' is at the heart of our retail growth strategy. This investment in cutting edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide.This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events.'

Angela Ahrendts, Burberry Chief Executive Officer

Verizon, a long term digital solutions partner of Burberry, has developed specifically tailored in-store communications technology, providing the most dynamic interactive networking in a luxury retail environment Customers at the 'Runway to Reality' in-store events and online at burberry.com will be able to purchase pieces immediately from the Spring Summer 2011 show with delivery in just 7 weeks, further ahead of luxury industry delivery times.

This is the fourth time that Burberry will be offering its runway collection for immediate purchase and early delivery since Burberry developed the exclusive 'Runway to Reality' concept in September 2009

Burberry, which is headquartered in London and a member of the FTSE100, was founded in 1856.

FACT SHEET

BURBERRY RETAIL THEATRE - IN-STORE TECHNOLOGY

Enhancing customer experience through technology including video walls, large touch screens and full range audio Custom-built Burberry iPad application creates luxury customer purchasing experience

iPad app contains all Burberry content created in house (video look books, films etc)

All available pieces from the runway shot in 180 degrees using pioneering technology

Touch enabled content maximising impact of new screen technology

In-store audio and video control using the latest iPad wireless technology

In-store content is edited and broadcast from Burberry global headquarters in London - the technology will allow Burberry to personalise store environments and content in real time globally

Verizon network links to all stores

Connecting audiences through Burberry-owned social media platforms (Facebook/ Twitter/ You Tube etc)

RUNWAY TO REALITY - IN-STORE AND ONLINE

First brand to host simultaneous worldwide in-store and online trunk shows

Streaming to 25 Burberry stores globally in 15 countries

Video invitations to event guests from Christopher Bailey on 8 September 2010

Online consumers globally also able to purchase runway pieces immediately at Burberry.com Outerwear, bags and Burberry Beauty from the collection will be available - the widest Burberry assortment yet

Burberry sales associates in-store to guide guests through the collection on new custom-built iPad application

Pre-orders can be placed for one week until Monday 27 September for delivery within 7 weeks.

LIVE STREAM

Burberry show livestream at Burberry.com connects followers and consumers around the world

Pre-show content with live commentary from show space in London

Viewers can comment and share their favourite looks from the runway

Livestream viewable through mobile, iPads, iPhones.

Livestream viewers will be able to watch and comment in real time using their Facebook and Twitter accounts.

Online partners to also host Burberry

livestream and pre-show content.Livestreaming the show to Burberry staff globally online and at Screening Rooms in London and New York headquarters.

This will be the fifth time Burberry livestreams its show - first live stream was in September 2009

PARTICIPATING STORES In-store events in 25 Burberry stores in 15 countries

UK - New Bond Street, London

France - St. Germain, Paris

Germany - Berlin

Italy - Venice, Milan and Rome

US - Boston, New York (57th St and Soho), Beverly Hills, Costa Mesa and San Francisco

Canada - Bloor St, Toronto

Dubai - Dubai Mall

Istanbul - Istinye Park

India - Mumbai

Japan - Omotesando, Tokyo

China Oriental Plaza Beijing and Shanghai Westgate

Hong Kong - Alexandra House

Taiwan - Mitsukoshi

Singapore - Ion Orchard

Korea - Galleria

Burberry Global headquarters - Horseferry House, London

Burberry Americas headquarters - 444 Madison Avenue, New York

For further information, please contact:

baLAnCe pR

Priyanka Singh

Mobile: 9990003185

Email: priyanka@soniaggarwalassociates.com