When you register for an account with us (whether online or in-store), place an order, interact with our digital content on your computer or mobile device, request an in-store service or send us an enquiry, we will collect certain personal information from you. Please select from the different sections of this Privacy Statement to learn more about what personal information we collect and what we use it for.

• + - Account management and customer profile information

  This information may include your name, postal address, phone numbers, e-mail addresses and credit card numbers and other payment information. We may also obtain information about you as a result of authentication or identity checks (for example in connection with our standard fraud checks when you make a purchase on our Site). We use this information to identify you as a customer, to process your order, to deliver products and services, to process payments, to update our records, and to generally manage your account with us.

  If you have a customer account (whether created online or in-store), we may also collect information about the products you purchase, where you purchased the products from and other information related to your purchases or which is otherwise relevant to your customer relationship with Burberry. This may include birthdays and other important dates and information on lifestyle and interests and on product preferences. We use this information to offer you an enhanced service according to your preferences, including by identifying relevant products, services and events which may be of interest to you, personalising your experience with Burberry and to share information on past purchases with you.

• + -Information about your device

  Depending on how you access our content and services, our Site and Application and in-store technology where such technology is in place in our stores, will also collect certain technical information about your computer or mobile device relating to the service you receive. This includes information relating to the type of device and internet browser you use, an identifier for your device and your IP address, (the unique address which identifies your device on the internet) any website from which you come to the Site or Application and your operating system.

  Some of this information may be collected automatically from and about your devices, or, in the case of some stores, may involve the collection of aggregate and activity information. This information is collected using cookies, beacons and device identifiers, including, in stores, to understand in-store footfall data.

  Device information collected in stores is collected in aggregated and statistical form only and is not linked to identifiable account information about you. For more information about cookies and other technologies which are used on our Site and Application, please see our Cookie Policy. This information is used to assist us in providing an effective service on the Site and Application and in our stores and to collect statistical information about site traffic, sales and other usage related information about your interaction with our services, for example where you view our Site videos and shows. If you register for an account with us these statistics will be linked with the personal information held about your account but this personal information about you will not be shared with third parties.

• + - Location information

  Where you request location services provided by us, for example in order to find the nearest store to you, we will either do a Site lookup of the browser IP address for your computer from a public Geographic IP database (providing us the location of your internet Service Provider (ISP)) or establish you real time location relating to the latitude and longitude of your mobile device, where this is available.

  You must first choose to allow us to access your mobile location data and you can then change your location preference at any time by managing your device settings. You may also use the standard uninstall processes available as part of your mobile device.

• + - Burberry WiFi usage information

  If you register for our free WiFi Service at our stores, we will collect certain limited information about your device, including MAC or IP address, connection date and time and the location(s) at which you connected to our WiFi Service. We do not link this information to the information we collect from you from our Site, Application or in-store

• + - Information about your friends

  We sometimes run promotions (for example, on social media platforms) where you can tell us about a friend or someone else who is known to you who may be interested in our products, Site or Application, or what services we have to offer. If your friend gives you their permission to provide us with their details, then we will only use their information for that reason and not to send them any other unrelated offers. We may also mention that it was you who made the referral in the message we send to them.

• + -Linking personal information and customer profiles

  We may also use your personal information for our internal marketing and demographic studies, together with non-personal data to analyse, profile and monitor customer patterns so we can consistently improve our products and services and understand what may be of interest to you and other customers. This means that we can offer more personalised and integrated shopping and interactive experiences to our customers across our stores, our Site and Applications.

  We may supplement information we collect about you with marketing and demographic information which we receive from affiliated third party companies, in addition to other information which is available in the public domain or which we are otherwise lawfully permitted to be provided with, in order to better understand the interests and preferences of our key customer audiences and improve our service to our customers.

• + - Customer communications information

  We may use information about how you use our Site and Application and any in-store services to tailor how these appear to you and to personalise our communications and our store service to you, so as to make the Site, our Application and those communications more relevant to you and to enable your use of any interactive features of our services and offers.

  We may also obtain personal information where you “like” us, create posts or otherwise interact with our pages on social media platforms and may use this information to communicate with you or provide relevant content via those social media platforms about our products, events and promotions. Please refer to the privacy policies of the social media platforms for information about how they collect and use your personal information.

  If you have consented, we will use your contact information to provide you with information about our products, events, promotions and services by post, e-mail, mobile messaging, telephone communications and/or through any other electronic or digital means including social network platforms.

  We may also use your contact information to contact you in relation to service-related matters, including, on occasion, to request and respond to feedback on your experience in-store and/or on our Site and/or Application, and to assist you in relation to prospective purchases on our Site and/or Application, where permitted to do so in accordance with applicable laws.

  Providing us with contact information is entirely voluntary but we may not be able to process your order and send you the required order acknowledgement and shipping confirmation e-mails if you do not provide us with certain requested information. You may, however, choose whether or not to receive promotional communications from Burberry and we will only send you such communications where we have your consent to do so.

• + - Communications with Burberry Customer Service

  If you call our Customer Service team, please note that our Customer Service consultants may record details from the call in order to enable us to better service our customers, and that calls may be recorded for quality assurance purposes.

If you have registered to receive updates from us, and you no longer wish to receive these, you can request that we amend your preferences. You can do that either as indicated in the particular communication, e.g. by using the unsubscribe link which is included on all email updates, or by clicking here. Burberry will stop sending updates in respect of which you withdraw your consent within a reasonable period, in order to allow sufficient time for the change to be administered. If you opt out of receiving updates from us, we may still send you non-promotional communications such as emails about your account or purchases you have made from the Site.

If you have an online customer account, you can amend or update your information by logging into My Account on the Site or Application and amending your details as appropriate.

If you have created a customer account in-store, you can amend or update your information by visiting a store and speaking to one of our sales associates, or by contacting our Customer Service Team at customerservice@burberry.com.

We will only keep your information as long as you remain an active customer and for 5 years afterwards or otherwise as required for our business operations or by law. We may need to retain certain personal information even once a customer account has been closed or deleted for fraud prevention and/or proper record keeping purposes.

If you wish to request the deletion of your personal details, or wish to change your preferences at any time please contact our customerservice@burberry.com.

Cookies are small pieces of information which are issued to your computer when you visit a website and which store and sometimes track information about your use of the website. When you enter our Site our web server sends a cookie to your computer which allows us to recognise your computer. By associating the identification numbers in the cookies with other customer information that you provide when for example you log-in to the Site, then we know that the cookie information relates to you.

We use cookies, local storage and other similar technologies which may place codes on or access information from and/or about your device to elevate your user experience and the quality of our Site and service. This includes keeping track of what you have in your shopping bag, remembering you when you return to our Site, identifying how you navigate around the internet, including where you click, and which website you arrived from. We may also use cookies and other technologies to understand how parts of our Site are used. Please see the Cookies Policy for more information

In addition to cookies we may collect information that enables us to identify a mobile device by which you access our Site or Application or a code for a Burberry Application running on your device. A device identifier or Application code acts in a similar way to cookies in that it enables us to better understand how our content and services are used and their effectiveness.

By continuing to use this Site, you consent to our cookie and device identifier settings and agree that you understand our Cookies Policy （which explains how you can manage your cookie choices and preferences. Please be aware that restricting certain cookies or other device identifiers will impact on your user experience and may prevent you from using part of our Site.

View our full Cookies Policy

In certain circumstances we may share your information with affiliated companies including other companies in the Burberry group globally, joint ventures, franchisees, licensees and selected service providers who perform functions on our behalf such as fulfilling orders, processing payments, and carrying out promotional services or data management. We may also share aggregated or anonymised information that does not directly identify you. Please select from different sections of this Privacy Statement to learn more about who we may share your information with and when.

• + -Service partners

  We may share information about you with companies we have chosen to handle our order dispatch service, any delivery company that we may use from time to time and with other companies that provide support services to us, including website hosting companies. We may also share your information with other companies who assist Burberry in promoting Burberry products and services in order to provide you with enhanced customer services and/or share information about Burberry products and services with you. In addition, we may also share certain limited information with companies who assist Burberry with other services, for example, in analysing our customer data in order to better understand, profile and monitor customer patterns so we can consistently improve our products and services and understand what may be of interest to you and other customers. In each case, we will only provide these companies with the information which they need to carry out their services and they will not be permitted to use the information for other purposes. They will only be allowed to use your information in the way in which we instruct them and as permitted by the Act.

• + - Financial institutions and payment processing partners

  Payments using our Site or Application are made through our payment solutions providers. You will be providing credit or debit card information direct to our providers who process payment details further.

• + -Legal disclosures

  You also acknowledge and agree that in certain circumstances we may disclose personal information relating to you to third parties, for example, in order to conform to any requirements of law, to comply with any legal process, for the purposes of obtaining legal advice, for the purposes of credit risk reduction, to prevent and detect fraud and/or to protect and defend the rights and property of Burberry and other members of the Burberry group. At all times where we disclose your information for the purposes of credit risk reduction and fraud prevention we will take all steps reasonably necessary to ensure that it remains secure.

• + - Business or process change partners

  In the event that we or a part of our business undergo re-organisation or are sold to a third party, you agree that any personal information we hold about you may be transferred to that re-organised entity or third party.

  Please click here for a current list of the affiliated companies and service providers who perform functions on our behalf and the countries in which they are located.

• + -Overseas transfers of data

  The personal information that you provide through the Site and/or Applications is processed in the United Kingdom and is stored on servers in the US.

  We may transfer information that we collect from you to Burberry affiliated companies, including other companies in the Burberry group, joint ventures, franchisees, licensees, other companies who assist Burberry in promoting its products and services and to selected service providers who perform functions on our behalf, based in countries outside of the European Economic Area ("EEA") or your country of residence and this information may be stored and processed in such countries.

  By submitting your personal data on the Site and/or any Applications or in-store, you agree to this transfer, storing and/or processing outside of the EEA or your country of residence. Whether the personal information you provide to us is processed by us or our affiliated companies or services providers within the EEA or outside of it, we will take steps to ensure that your personal information will be afforded the level of protection required of us under and in accordance with this Privacy Statement and applicable data protection laws and in accordance with current legally recognised data transfer mechanisms.

We may update this Privacy Statement from time to time. The amended Privacy Statement will be posted on the Site or Application. Please check this page regularly for changes to this Privacy Statement. If you continue to use the Site or Application or if you submit information to us following such changes, you will be deemed to have read and agreed them.

The Site and/or Application may from time to time contain links to other websites not controlled by us. We do not accept responsibility or liability for the privacy practices, data collected or the content of such other websites. The operators of these linked websites are not under a duty to abide by this Privacy Statement. If there are terms and conditions, other privacy statements or policies appearing on those websites, you should also review them carefully as your use of those sites may be subject to them.

Unfortunately transmission of information via the Internet is not completely secure. Although we do our best to protect your personal data we cannot guarantee the security of your data submitted to us and any transmission is at your own risk.

We do however use strict procedures and security features to try to prevent unauthorised access wherever possible. Personal information provided to Burberry via the Site or via any Applications and online credit card transactions are transmitted through a secure server using Secure Socket Layering (SSL), encryption technology. When the letters "http" in the URL change to "https," the "s" indicates you are in a secure area employing SSL; also, your browser may give you a pop-up message that you are about to enter a secure area or display a padlock image.

The Site and the Applications use this encryption technology to protect your information during data transport. SSL encrypts ordering information such as your name, address and credit card number. Our customer service centre and stores also operate over a private, secure network. Please note that e-mail is not encrypted and is not considered to be a secure means of transmitting credit card information.