Now, from the US businessman Rose Marie Bravo drafting agreement, will be a classic wear-resistant trending windbreaker into the famous British traditional luxury brand Burberry, has been 20 years, then, the brand because of its iconic design grid was Chavs, who are usually born in the British working class, are dressed in a body, and are branded in a cake mold, foot pad, apron, and brand value is severely diluted. Bravo in 2001 invited Tom Ford, Donna Karan designer Christopher Bailey in charge of Burberry creative power, and in 2006 appointed Angela Ahrendts as his successor, and Ahrendts and Bailey worked together in Donna Karan get to know.
Over the next eight years, Ahrendts and Bailey proved to be a pair of excellent powers with two groups. They jointly clean up the business, buy back the right to operate, will Burberry into a trusted luxury brand, some of which also include restrictions on the company’s abuse of the brand. During their tenure, Burberry became the star of the global luxury goods industry. As of 2011, Burberry revenue of 1.5 billion pounds, up 27% over the previous year, the market value of 5.8 billion euros, LVMH Group (LVMH) over the same period revenue and market growth rate of twice.
At the same time, Burberry smart digital strategy has also been recognized. The famous “Art of the Trench” program became the street-born street style of the 1920s – invited the street shooter The Sartorialist photographer Scott Schuman, a consumer community wearing Burberry trench coat Shooting style. The brand is one of the first luxury companies to use social media and online community forces.