Burberry`s CEO on Turning an Aging British Icon intoa Global Luxury Brand

Burberry`s CEO on Turning an Aging British Icon intoa Global Luxury Brand

Burberry`s CEO on Turning an Aging British Icon into a Global Luxury Brand.pptx

목차 Introduction. Four Problems Solution. 1. One "Brand Czar" 2. Sticking to the Core 3. The Ethos of the Trench Conclusion. Rewards of the Transformation 본문 Solution 1. One "Brand Czar" In Hong Kong plant, they were focusing on other item, not their endemic trench coat. In USA plant, they were selling product in half price. So they missed their luxuriance. These plants were closed resolutely and some employees were moved to head office in the United Kingdom. Just one designer were adopted and he led Burberry s coat trend. Several designers were scattered all over the world. So they lost their unity. Just one designer were adopted and he led Burberry s coat trend. Christopher Bailey Birth: 1973 (West Yorkshire) Career: 2001~ Burberry head designer 1996~ Gucci head designer 1994~ Donna Karan designer Award: 2005 British designer of the year "Burberry is my son. How can I just throw away my son?"