As part of our multi-year strategy, we are evolving our distribution network to reflect our positioning in luxury fashion. To ensure the in-store Burberry experience reflects our vision for the brand, we have translated our new creative vision to our stores with a new architectural and visual concept.
We have aligned 14 of our stores completely to the new creative aesthetic including Regent Street and Bond Street in London, 57th Street in New York City, Kerry Centre in Shanghai and Cheongdam-dong in Seoul.
To enhance our customer service proposition in stores, we implemented a new programme to improve front and back of house capabilities in more than 50 of our top stores. In addition, across the wider store network, we have enhanced sales associate digital tools, rolled out merchandise-led retail associate training programmes and held regional retail leadership conferences to better align skills globally and engage our teams to deliver exemplary luxury service.
