Harness the power of our brand
Britishness is at the heart of our brand and product. We’re harnessing our unique heritage and leveraging what makes Burberry special to enhance our storytelling and drive growth. We’re also taking the richness of our British history and reinterpreting it with a modern vision that will colour our innovative and disruptive campaigns. These campaigns and activations will be relevant, coherent, and connected to who we are and the products we offer.
Bring all product categories to full potential
We’re known for creating beautiful luxury products that are made to last. Under the creative direction of Daniel Lee, we’re evolving our leather goods by bringing an even greater level of desirability to our offer. Within outerwear, we’re building on our legacy of innovation by developing newer categories, such as quilts and downs, and diversifying our silhouettes. Shoes is a huge growth category for our industry, and we’re building an offer that covers both formal and casualwear and focuses on the outdoors – a natural fit for Burberry. We want our customers to look and feel their best each day, so we’re creating a luxury wardrobe that is both relatable and wearable. We’re also developing a distinctive aesthetic for Burberry womenswear.
Strengthen distribution
We’re strengthening our distribution by rolling out our new store concept at pace, and transforming productivity. We have an elevated wholesale distribution network and are developing a stronger presence in key wholesale doors. We are deepening our relationship with our community through innovation, developing new digitally-powered experiences to excite our customers around the world. We’re also enhancing the user experience across both our website and mobile app so our customers can better connect with our brand and discover the products they love with ease.