When you think of Burberry, what comes to mind? Stodgy British trench coats? Hardly.
In the last four years, the 150-year-old brand has transformed itself into a digital fashion empire, with CEO Angela Ahrendts as the driving force behind the evolution.
The result is a record year for the brand, with total revenue up 21% in the first half.
But how did she do it? Ahrendts simply figured out what the intuitive values of the brand were and articulated them as focused, active strategy. Oh, and she pushed digital efforts to the forefront.
In this keynote address given to the World Retail Congress in Berlin last month, she opens the doors to Burberry’s headquarters—literally and figuratively—giving us an inside look at the style, structure, and values of the brand. She talks about the way the corporation interacts internally, and how brand content, she says, is among the most powerful means of internal communication.
“We need people at all levels to see and fully harness the creative energy within the company. We like to call our structure a connective network, and it’s key to innovation.”
Her speech is a great example of how big thinking can be executed flawlessly in a big corporation, and how putting digital efforts at the forefront can lead to success. The key is in the content, which is shown off in online initiatives such as ArtoftheTrench.com and global online runway shows, that connect the brand to consumers in every part of the world.
Make sure you watch her speech.
Related articles
- WSJ’s interview with Angela Ahrendts: Earning Her Stripes (fafafoom.wordpress.com)
- Burberry boss on brand’s success (bbc.co.uk)
- Burberry fashions record half year profits (independent.co.uk)
[image: sublowkiddo]
