Burberry’s CEO on Turning an Aging British Icon into a Global Luxury B…
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Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand
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Download : Burberry`s CEO on Turning an Aging British Icon into a Global Luxury Brand.pptx( 93 )
_SLIDE_1_
on Turning an Aging British Icon into a Global Luxury Brand
Burberry’s CEO
By Angela Ahrendts
_SLIDE_2_
Contents
Introduction. Four Problems
Solution. 1. One “Brand Czar”
2. Sticking to the Core
3. The Ethos of the Trench
Conclusion. Rewards of the Transformation
_SLIDE_3_
Luxury Brands Ranked by Digital IQ Score
Category :
Brand Performance
By L2 ThinkTank
Year 2010
Region : Global
Ranks 6th in global
But!
Bu...
_SLIDE_1_
on Turning an Aging British Icon into a Global Luxury Brand
Burberry’s CEO
By Angela Ahrendts
_SLIDE_2_
Contents
Introduction. Four Problems
Solution. 1. One “Brand Czar”
2. Sticking to the Core
3. The Ethos of the Trench
Conclusion. Rewards of the Transformation
_SLIDE_3_
Luxury Brands Ranked by Digital IQ Score
Category :
Brand Performance
By L2 ThinkTank
Year 2xxx
Region : Global
Ranks 6th in global
But!
Burberry was not luxury brand.
_SLIDE_4_
Introduction. Four Problems
Low growth in global market
Burberry had failed to focus in the process of global expansion
→ grew only 2% a year
_SLIDE_5_
Introduction. Four Problems
Burberry’s products were not much exclusive nor attractive.
Products were common
_SLIDE_6_
Introduction. Four Problems
Burberry’s core product was outwear but it only represented about 20% of the company’s global brand business.
20%
Didn’t capitalize on their orig…(skip)
Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand
다.