Why Burberry Wants to Bring the Online Experience to Stores, and Not Vice Versa

Talk to a fashion executive about ecommerce, and he will inevitably cite the challenges of creating an online shopping environment on par with his flagship stores. Online shopping may be convenient, he will say, but customers will be denied the ability to try on a garment for fit, to feel the texture of a python bag, to be surrounded by the products, architecture, music and personnel that make up the store experience. It's no surprise, then, that many apparel retailers, particularly those that f...