Overview
From its founding in 1856 when Thomas Burberry constructed his first outerwear garments for the sportsmen of Basingstoke, England, Burberry has become a leading luxury brand with a global business.
The Burberry brand is defined by its:
- Authentic British heritage
- Unique democratic positioning within the luxury arena
- Founding principles of quality, function and modern classic style, rooted in the integrity of its outerwear
- Globally recognised icon portfolio: the trench coat, trademark check and Prorsum horse logo
Today, the business built upon this brand is distinguished by:
- Multi-category competency: womenswear, menswear, non-apparel and childrenswear - with innovative outerwear as the foundation
- Channel expertise in retail (including e-commerce), wholesale and licensing
- Global reach: operations in markets throughout the world, with a balance across major geographic regions
- A unified, passionate and seasoned management team
The Group management and their teams are challenged with the responsibility of maintaining the integrity and vitality of this extraordinary brand while continuing to develop a business which remains relevant to ever-evolving markets and consumer tastes. The following pages outline Burberry's strategy under each of its five key strategic themes:
- Leveraging the franchise
- Intensifying non-apparel development
- Accelerating retail-led growth
- Investing in under-penetrated markets
- Pursuing operational excellence