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.
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.