Company Profile
1856
Trained dress-maker Thomas Burberry founded the brand at the age of 21.
1903-1906
Roald Amundsen and his team become the first people to successfully traverse the Northwest passage.
1910
Celebrated aviator Claude Grahame-White wearing Burberry gabardine. He became the first person to fly between London and Manchester in less than 24 hours.
1920
Ladies green wool gabardine ski suit from the 1920 collection
1930
The Burberry 1930 advertising campaign photographed by Henry Guttman
1946
Tyrone Power, wearing a Burberry trench coat, arriving in Los Angeles for the premiere of 'Razor's Edge'
1959
Advert for the Burberry blueblood coat.
1960
Burberry menswear cotton coat, known as the 'Commander II'
1970
Burberry womenswear trench coat.
1982
Burberry menswear trench coat.
1998
The Burberry Prorsum label launches under creative director Roberto Menichetti. Image from the Burberry Spring/Summer 1998 Campaign featuring British model Neil Fenton, styled by Carine Roitfeld and photographed by Mario Testino
2004
The Burberry Autumn/Winter 2004 Campaign featuring British model Lily Donaldson, photographed by Mario Testino.
Company Structure
CEO
Angela Ahrendts
Chairman of the Board
John Peace
Director
Philip Bowman
Director
Ian Carter
Director
David Tyler
Director
John Smith
Director
Stephanie George
CFO
Stacey Cartwright
Brand
Founded in 1856, Burberry today remains quintessentially British, with outerwear at its core.
Digital luxury positioning and the optimisation across innovative mediums of the trench coat, trademark check and Prorsum knight heritage icons make the brand purer, more compelling and more relevant globally, across genders and generations.
Business
Disciplined execution, constant evolution and balance across channels, regions and products underpin the management of the business.
Innovative product design, digital marketing initiatives and dynamic retail strategies drive consistent performance.
Culture
A closely connected, creative thinking culture encourages cross-functional collaboration, intuition and a meritocratic ethos.
United by open communication and a pure brand vision, and inspired by the company’s core values – Protect, Explore and Inspire – compassionate global teams give back to their communities through the Burberry Foundation and socially responsible initiatives.
Target Market & Customer Demographic
Burberry can appeal to the hip 25-year-old man or the conservative 65 year old man. However, many Burberry ads feature younger models. Recent Burberry ads have featured everything from a British landscape with aristocratic looking models to edger ads with models in bikinis. Taking all of this into account, Burberry is targeted towards many different segments of the population with one common theme, functional luxury.
Burberry sells its products to the end consumer through both retail (including digital) and wholesale channels. For 2011/12, retail accounted for 68% of revenue and wholesale 26%. Burberry also has licensing agreements in Japan and globally, leveraging the local and technical expertise of its licence partners.
Revenue by channel
Retail
Includes 192 mainline stores, 208 concessions within department stores, digital commerce and 44 outlets
31% underlying growth
14% comparable store growth
11% growth from new space
Acquired stores in China contributed 6% to growth
23 mainline store openings in the year, including the first large format stores in Taipei, Paris, Sydney and Hong Kong
Wholesale
Includes sales to department stores, multi-brand specialty accounts, Travel Retail, and franchisees who operate 57 Burberry stores, mainly
in Emerging Markets
8% underlying growth
14% growth excluding sales made to China
Growth driven by Emerging Markets, Travel Retail and US department stores
New franchise stores opened in markets such as Croatia, Romania, South Africa and Thailand.
Look & Feel
Burberry has positioned its brand in the minds of consumers to be “functional luxury.” Burberry maintains a product line with great width and depth consisting of many products. Their products fall into one of two main categories: fashion or continuity. Fashion products are designed to be responsive to fashion trends and are introduced on a collection-by-collection basis. Continuity products have life cycles that are expected to last for a number of years. Burberry also has three primary collections: womenswear, menswear, and accessories. With so many different products offered in different collection and the fashion vs. continuity of Burberry products the product mix is very great. This contributes to the positioning of the Burberry brand. Burberry has received awards for the Contemporary Design Collection of the Year and the Classic Design Collection of the Year. This illustrates how diverse the Burberry brand is.
Current interior plans and spaces
The new Burberry store at 343 George St, Sydney, is the perfect reflection of the Brit brand. Just as chief creative officer Christopher Bailey marries heritage with cutting edge technology, the new location in a historic building also boasts giant LED screens streaming content from London.
"The thriving, cosmopolitan city of Sydney was the natural choice for our new flagship," says Angela Ahrendts, Burberry's ceo. "We are so proud of the store". The store combines the full Burberry product offer with the very latest in digital technology and great customer service, giving their shoppers in the city an unrivalled brand and luxury experience. This innovative store environment inside a beautiful heritage building is the perfect reflection of the history and modern attitude of the Burberry brand.
With stock spread out across 820 square metres, the new location (once home to the Virgin megastore) showcases Burberry Prorsum, Burberry London, Burberry Brit, Burberry Heritage Outerwear, Burberry Childrenswear and Burberry Accessories. Basically, it's a Burberry bonanza.
Expect plenty of parties in the near future on the polished marble floors to celebrate the Australian epicentre of trench coats.
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