, January 26, 2018

BBC News: Burberry, a ship without a rudder?

With Chief Creative Office, Christopher Bailey, leaving Burberry this year and new CEO Marco Gobbetti unveiling his strategy to reshape the brand into a “super luxury company” with new lines at much higher prices, is the famous British fashion house alienating a significant percentage of their clientele? Core customers, and the stock market, have reacted badly to changes and Burberry is seeing a 2% slump in overall group revenue.

Following the BBC World News interview on Burberry in November last year, on 17th January Grain’s Creative Director Madelyn Postman spoke again with Rachel Horne on BBC News about the luxury brand’s challenges, and which strategies will help the company move forward in a decisive and positive way.


How to position a fashion brand


BBC News: Luxury brands ruling online sales