British luxury brand, Burberry, is looking to put more emphasis on its online sales, by relaunching its website in the coming year. The brand's CEO, Christopher Bailey, explained that the company wished to grow the company's website through e-commerce initiatives that would see the introduction of an app, and the integration of online and offline customer experiences. Burberry will also look to localise more in Asia following the launch of a new Chinese website, and in Hong Kong where it currently has a falling demand even though it has placed focus there over the last few years. The brand said however that it had “[digitally] outperformed during the year, delivering growth in all regions,” caused by the increased use of its 75 online stores.Â
