Burberry’s multi-year transformation strategy brings positive results

RetailME Bureau

British luxury fashion brand, Burberry is evolving its distribution network to reflect the brand’s positioning in luxury fashion. As part of a multi-year strategy, Burberry has created a new architectural concept and vision for its stores.

The brand has aligned 14 of its stores – including Regent Street and Bond Street in London; 57th Street in New York City; Kerry Centre in Shanghai; and Cheongdam-dong in Seoul – to reflect the new creative aesthetic.

Along with design, Burberry is also enhancing its customer service by implementing a new programme to improve front and back of house capabilities in more than 50 of its top stores. Further, across its store network, Burberry is equipping its sales associates with digital tools and also upskilling them by offering training programmes.

Commenting on the transformation journey, Burberry CEO, Marco Gobbetti said, “This was a good quarter in our multi-year journey to transform Burberry. We increased the availability of products designed by Riccardo, while continuing to shift consumer perceptions of our brand and align our network to our new creative vision. The consumer response was very promising, delivering strong growth in our new collections. We are on track with our plans and we confirm our outlook for FY 2020.”