Burberry doesn’t shy away from digital. Unlike other luxury brands, it embraces it. Its goal is to draw its customers closer on social platforms — Burberry is everywhere from Snapchat, to Periscope, to Apple Music — and to be wherever the customer wants to shop, be that online, on mobile or in stores. With a dedicated digital team creating all digital content internally (the process is content first, then commerce), Burberry has climbed to the top, ranking No. 1 on L2’s list of digitally-savvy fashion brands. “Digital is central to our way of thinking,” said CCO and CEO Christopher Bailey.