Burberry opens talks with digital agencies

The luxury fashion retailer Burberry is in talks with a number of agencies about its digital advertising account.

It is understood to have asked online specialists to provide ideas on how it can use digital channels to promote its range of clothing, watches and fragrances.

A spokeswoman for Burberry confirmed that it had contacted agencies, but denied an official pitch process had been started.

She said: "Digital is not something we have investigated before in the UK, although it is something we have done in the US. This is just to find out what agencies are out there in the market."

The distinctive woven check pattern of the Burberry brand has become synonymous with the rise of "chav" culture in the UK.

In July, the fashion house announced a 19 per cent rise in revenue for the three months to 30 June, an improvement on a 13 per cent reported rise for the second half of 2005. In the same month, an Interbrand and BusinessWeek survey named the brand the top exporter of "Britishness" to the world.

Burberry has just unveiled a new advertising campaign starring Kate Moss. This follows a TV and press campaign that ran earlier this year, that featured the British actors Rachel Weisz and Ioan Gruffudd. It was photographed by Mario Testino.