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Britain's Burberry pairs up with Farfetch in online push

From Reuters - February 15, 2018

PARIS (Reuters) - Burberry (BRBY.L) will team up with online retailer Farfetch to make all of its products available to internet shoppers in 150 countries, the British fashion company said on Thursday.

Luxury groups from Louis Vuitton owner LVMH LMVH.PA to Gucci parent Kering (PRTP.PA) are putting more resources into e-commerce as they court young customers, developing websites for their brands or partnering with other retailers.

Richemont (CFR.S), owner of jeweler Cartier, is bidding for full control of Farfetch rival Yoox Net-A-Porter.

Burberry, famed for its trench coats and trademark check in camel, red and black, was one of the earliest adopters of digital changes in the industry, experimenting with new technology in stores and embracing social media to show off its collections.

It said the Farfetch partnership would expand its distribution around the world, making its whole inventory widely available as it targets a young fashion-conscious consumer.

It gave no financial details.

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