Article posted: 12/29/2012 7:38 AM

Classic fashion brand Burberry goes digital

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The exterior of the new Burberry flagship store, which opened in November 2012 on Michigan Avenue in Chicago. Burberry has been known for generations for its signature check pattern and trenchcoat. But it's been chief executive officer, Angela Ahrendts, and chief creative officer, Christopher Bailey, who have pushed the brand's digital, and now mobile, boundaries.

Associated Press

An interior view of the new Burberry flagship store on Michigan Avenue in Chicago. Burberry is interacting directly with consumers in the digital sphere too, launching projects like artofthetrench.com. The website invites users to upload pictures of themselves wearing BURBERRY trenchcoats.

Associated Press

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An interior view of the new Burberry flagship store.

Associated Press

About this Article

Angela Ahrendts may be CEO of Burberry, but one of her favorite accessories is an Apple iPhone5 that she's used to oversee a mobile makeover at the 150-year-old company best known for trenchcoats and tartan plaids. "This is the biggest flagship store in the world," Ahrendts says, holding up her iPhone during an interview in Chicago where Burberry just last month opened a new store.