73
+8%
5,594 $m

When it comes to exceeding customer expectations and anticipating desires, Burberry is at the vanguard of its sector. This year, the British luxury brand sustained double-digit growth, keeping it at the forefront of the current global shift in luxury consumption. Retail expansion continued with the opening of its new Asia-Pacific flagship store in April 2014. From catwalks to content, Burberry continues to blur the physical and virtual worlds by seamlessly integrating offline and online experiences. The London launch of the innovative retail concept, Beauty Box, marked the brand's first all digital payment mechanism and features an RFID-enabled digital nail bar. Burberry's digital innovation collaborations include partnerships with WeChat and with Google (featuring Burberry Kisses) . Another Burberry first was the opening of its virtual Tmall store, which now provides an authentic presence in China's hot e-commerce market, where counterfeiting poses a threat. Clarity and commitment are apparent in the management team's continued focus on brand purity, in its directly operated stores, and in its regained control over brand authenticity in China.

Though fashion forward, its British heritage informs and inspires the consistency with which Burberry successfully creates cross-generational consumer experiences. Increasingly putting consumers at the heart of its activities, Burberry is giving ever more primacy to the personal. Its My Burberry campaign, paying homage to the brand's iconic trench coats (often referred to by their owners as "my Burberry"), allows consumers to have their initials engraved on a My Burberry perfume bottle for free, as part of the brand's new monogramming service. The campaign also includes personalized ads, the ability to co-create virtual monogrammed bottles through apps and interactive ads and billboards. As Burberry approaches its 160th anniversary, the secret to the brand's longevity becomes abundantly clear: the ability to perpetually preserve its rich heritage while continually exploring creative, high-tech ways to engage and delight its many admirers. With the successful leadership transition from Angela Ahrendts to Christopher Bailey, 2014 heralds a new era for Burberry-perhaps the beginning of its transition into the Age of You.


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