Our purpose remains our guiding principle, from the products we design to the operational aspects of our business. It permeates the four pillars of our strategy: Product, Communication, Distribution and Digital, and their enablers, Operational Excellence and Inspired People. To illustrate this, we have classified examples of our strategic progress in FY2019/20 by their relevant strategic pillar and the intrinsic key values, which support our purpose.
CREATIVITY OPENS SPACES
Discover our purposeCREATIVITY OPENS SPACES
Select a pillar
Creatively Driven
We believe in the power of creativity and are passionate about what we do. We combine this with a commitment to excellence.
For us, being Creatively Driven means:
- We find beauty in every detail
- Put passion and creativity in everything we do
- Committed to excellence
- Challenging the ordinary to pursue the extraordinary
Forward Thinking
We challenge ourselves to keep thinking ahead, creating the space to explore new ideas and possibilities.
For us, being Forward Thinking means:
- An open space for imagination
- Free to explore, push boundaries, pioneer
- Unafraid to stand out
- Our creativity drives us forward
Proud of our Heritage
We honour Burberry’s DNA, combining a strong sense of heritage with a desire to learn from the world. We are inspired by our past as we shape the future.
For us, being Proud of our Heritage means:
- Inspired by our past, as we create our future
- Globally minded, learning from others
- Championing contrasts from royals to rebels
- Representing Britain on the global stage
Open and Caring
We are committed to nurturing an open, inclusive and united culture. Upholding a legacy of respect and belonging that stretches back to our founder.
For us, being Open and Caring means:
- Harnessing strength in diversity
- United to achieve common goals
- Responsible, guided by our conscience
- Upholding a legacy of respect and inclusivity
