“Fashion now is much more than a product. Its about entertainment and people feeling a part of something ”
– Christopher Bailey, CCO Burberry
Burberry was founded by Thomas Burberry in 1856. The 21 year old former draper assistant opened a small store in Basingstoke, Hampshire. During this period the business thrived and by 1870 Burberry became known for it outdoor wear. In 1879, Thomas Burberry invented Gabardine – a breathable fabric made using an innovative process whereby the yarn was waterproofed before weaving.
Burberry is now a leading luxury brand with a global business. The brand is carried in boutique stores and franchises across the globe while overseeing a fashion catalogue, a fragrance and cosmetic line.
The Burberry brand is defined by its authentic British Heritage and is globally recognised by the iconic trench coat, trademark check, and Prorsum horse logo
Burberry aims to maintain the integrity and vitality of its brand, while continuing to develop a business which remains relevant to ever changing markets and consumer tastes, It uses a five pronged approach strategy; namely “leveraging the franchise"; Intensifying the non – apparel development”; “Accelerating retail - led growth”; “Investing in under – penetrated markets”; and pursing operational excellence”.
Year to 31 March Revenue
Total Revenue by product category
Revenue by destination
Rest of World
2013 Growth rate
Strong branding – Burberry was Interbrands top 100 brands and it is known as one of the
– Burberry wastimes, Interbrands
and itworld. is known as onesales of the innovative brands in recent taking top strides the digital
most innovative brands in recent times, taking strides in the digital world. Its record sales suggests that the brand is ever growing. suggests that the brand is ever growing.
Wide Geographical presence – Burberry has 206 mainline stores, 214 concessions within
Wide Geographical presence – Burberry
206 mainline stores, 214 concessions within stores, digital commerce and 49has outlets. department stores, digital commerce and
Strong annual turnover and financial position – Total revenue grew by 8% to £2bn, while
Strong annual turnover by and14% financial position – Total revenue grew by 8% to £2bn, while profit increased to £428m. operating profit increased by
Digital interaction – The brand is a leader in digital interaction, the SS13 campaign
– The brand is a social leadermedia. in digital the SS13 record awareness through Totalinteraction,
Tube campaign views generated record awareness through reached over ten million during the year. social media. Total Burberry You Tube views reachedculture over ten during the is year. Powerful
culture a key ingredient to its success, this culture is
Powerful externally culture – Burberry a key and ingredient to its success, culture is through culture ethicalis trade sustainability efforts,thisemployee expressed with externally through ethical and foundation. sustainability efforts, employee engagement local communities and thetrade
Burberry continue to engagement with local communities and the
continue to invest in this powerful culture