Business
· Products created in keeping with brand attributes
to appeal to luxury consumers:
– primary categories include women’s and men’s apparel
and accessories and Beauty.
· Brand engagement driven by innovative use of digital,
social and traditional media to connect audiences
globally with the brand:
– with emphasis on the millennial consumer.
· Owned distribution network consisting of:
– offline: 497 directly operated stores and concessions
operating in 32 countries;
– online: burberry.com digital platform active in
11 languages; and
– ongoing initiatives to integrate online and offline to
create a seamless and consistent brand experience,
however and wherever the consumer chooses to
engage with the Burberry brand.
· Third-party distribution network includes 70 franchise
stores in an additional 28 countries and approximately
1,400 wholesale department and specialty store doors
in over 80 countries.
· Consumer touch-points aligned with the goal
of communicating pure brand message.
· Functional infrastructure to support execution
from conception to consumer.
the business had established itself by focusing on the development of outdoors attire.