Overview
The past
Burberry was founded in 1856, when Thomas Burberry constructed his first outerwear pieces for the local sportsmen of Basingstoke, England. In the century and a half since then, Burberry has come to represent the standard for quality and style in outerwear, anchored by its iconic trench coats, now legendary the world over.
As early as the beginning of the twentieth century, Burberry was operating stores in Paris, London and Buenos Aires; its clientele have been international for over a century, evidence of the brand’s appeal and cachet across cultures.
Throughout the decades Burberry has continued to honour the brand’s defining elements and legacy, while tailoring its products to meet the needs of present consumers:
- Authentic British heritage, rooted in the integrity of outerwear
- Broad consumer appeal, across genders and generations
- Globally recognised icon portfolio – the trench coat, trademark check and the Prorsum horse logo
The present
In 2007 Burberry was listed by Interbrand among the 100 most valuable global brands. Looking forward to the next chapter, management continue to build on the brand and its outstanding platform:
- Unique democratic positioning in the luxury sector
- Multi-category competence: womenswear, menswear, non-apparel – with innovative, functional outerwear at the core
- Global reach with a balance across geographies
- Channel expertise in retail, wholesale and licensing
- A unified, seasoned management team
The team remains acutely aware of the brand’s heritage and the associated responsibility while mindful of emerging market trends, rising new economies and changing consumer demands.
The following pages outline Burberry’s strategy through the lens of the five strategic themes:
- Leveraging the franchise
- Intensifying non-apparel development
- Accelerating retail-led growth
- Investing in under-penetrated markets
- Pursuing operational excellence