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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Apple Music lines up the Burberry Channel in first brand partnership

Apple and fashion firm Burberry have partnered to launch the first of Apple’s branded channels, predictably entitled ‘The Burberry Channel’.

The channel will be housed in the music streaming service’s ‘Curators’ section and will feature exclusive content such as live performances – some of which will be filmed at the Burberry Womenswear show in London later this month, granting that event further exposure.

The partnership marks the first time Apple and Burberry have collaborated since the Californian tech giant enticed the chief executive Angela Ahrendts to the position of vice president of retail and stores in 2013, according to the Verge.

Building upon the news that Burberry is the most followed FTSE100 company for the third year on the trot, boasting 1.4m fans, the fashion brand is looking to ensure its prominence on digital platforms translates into sales.

By becoming an early adopter of social platforms such as Snapchat and Periscope, boasting record digital engagement, and providing shoppers with quirky online gift customisation options such as the scarf design bar earlier this month, the brand ensures it will stay at the front and centre of consumers’ minds.

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