Burberry (pp presentation)

Burberry’s CEO on TurningAn Aging British Icon into a Global Luxury

Brand

Content

• Introducing with Burberry

• One brand czar• Burberry’s new strategy• Reward of transformation

• Conclusions

Angelaahrendts,

Burberry’s CEOfrom 2006 to 2014

Burberry had 23 licensees around the world

But together not much exclusive or compelling.

Burberry’s rivals

Burberry’s rivals

Burberry’s rivals

“I love the consistency—knowing that anywhere in the world you can depend

on having the same experience in the store or being served a latte with the same taste and

in the same cup.That’s great branding”.

Burberry’s problems

• There was no one global exclusive design products

• There were not people all over the world designing and producing all

kinds of stuff

Christopher Bailey,

global design director

“Anything that the consumer sees

— anywhere in the world — will go through his office.

No exceptions.”

One brand czar

Burberry was the only iconic luxury company

that wasn’t capitalizing onits historical core

Burberry’s issue

Burberry was founded in 1856 when 21-year-old Thomas Burberry

History of Burberry

1897Explorer Major F.G. Jackson, famed for mapping parts of the Arctic Circle, wearing Burberry.

1910Celebrated aviator Claude Grahame-White wearing Burberry gabardine. He is the first person to fly between London and Manchester in less than 24 hours.

1911Roald Amundsen and his team become the first people to reach the South Pole. Burberry supplied their clothes and tents.

1912The Tielocken coat is patented. The predecessor to the trench coat, it proves popular among officers during WWI. The coat closes with a single strap and buckle fastening and only features a button at the collar.

1926Advertisement in the British Daily News. Burberry greatcoats are made regulation for officers from the King's household and the Guards.

History of Burberry

To focus on the Brand

New Strategy

How?

Focusing on core luxury products and innovating around

themon markets where Burberry’s competitors already had a

presence

How?

Creating beautiful, compelling content

which would connect customersto the brand and Burberry’s

iconic trench.

Stores with audiovisual technology

Sales were associated with iPads

How?

Shifting our marketing efforts from targeting everyone,

everywhere,to focusing on the luxury customers of the future:

millennials.

Just a few basic styles of trench coats

Burberry trench in a range of vibrantcolors and styles

Social media platform

Celebration the iconic trench and the people who wear it,

The site has had more than 2.5 million visitors to date.

In 2011 Burberry was namedthe fourth fastest-growing

brand globallyby both Interbrand

Rewards of the Transformation

Interbrand is the world’s leading brand consultancy.

It builts unique, holistic experiences that connect people and brands in

meaningful ways.Interbrand publishes the Best Global Brands report on an annual basis .

In 2012 it was

the fastest-growing luxury brand on Interbrand’s

index.





Burberry bossAngela Ahrendts

was one of the highest paid CEO in the U.K.

raking in a total of £16.9 million($26.3 million).

Main ideas

• To focus on the big picture: the brand

• To centralize design• To focus on innovating core luxury products to reinforce Burberry's heritage - Britishness

What did Burberry do?

• limited the number of clothing and accessories carrying the Burberry check pattern to 10%

• focused on markets where Burberry’s competitors already had a presence

• shifted marketing efforts from targeting everyone to the luxury customers

• established strong sales and service programs to put product education front and center

Burberry (pp presentation)

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