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- 8 Dec 2010
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The Soft Strategies at the Heart of Burberry's Success

Burberry CEO, Angela Ahrendts, discusses the strategies behind the brand’s recent successes, identifying communication, retail, digital and human resources as key.

Burberry have recently reported some of the strongest financial results in the industry: an adjusted revenue increase of 21% and profit before tax up nearly 50% for the half year.

Not only is the company performing financially but it has also become an incredibly strong brand. The beauty of social media is that it’s popularity is now quantifiable: as at the time of publishing 3,387,508 Facebook members ‘Like’ Burberry and 81,724 people follow on Twitter. They have been widely applauded for their digital strategies, which include Burberry Acoustic and Art of the Trench.

Watching Angela Ahrendts speak at the World Retail Congress 2010 it quickly becomes apparent that none of this is an accident, the brand have a clear set of ‘soft’ and ‘hard’ strategies that have lead them to this point, of which digital is at their core. An interesting insight into the success that has become the Burberry brand.