Retailer of the Week: Burberry

The quintessence of British elegance

Founded in 1856 by a British dressmaker, Burberry is today one of the most recognised and appreciated luxury brands in the world. From its establishment two centuries ago, Burberry has strived to nurture a quintessential British identity, with outerwear at its core. Burberry’s trenchcoat is world-renowned, and its iconic check design and Equestrian Knight logo need no introduction. In recent years, the brand has been endorsed by world-class British models – namely Edie Campbell, Cara Delevingne, and most recently David & Victoria’s 10-year-old son, Romeo Beckham.

Burberry’s retail expansion strategy

Burberry has received numerous external distinctions: it is recognised as the seventh most innovative brand in retail, according to Fast Company, and it has been listed in Interbrand’s ‘Top 100 Global Brands’ for the fifth consecutive year. Sustained by a 15% growth in its retail revenue, the British designer is definitely on a roll. Its turnover reached 2,330 million GBP in 2014, with retail accounting for 70% of this total.

The latest industry figures report 25 newly-opened mainline Burberry stores all over the world, including Shanghai (top image), Tokyo, Mexico City and New Delhi. Indeed, “accelerate retail-led growth” is among the key objectives Burberry has set as part of its medium-term strategy. The company is already adapting to the blurring boundaries of physical and digital stores. The provision of iPads in stores dedicated to both sales associates & the clientele, and the roll-out of a collect-in-store service are all part of Burberry’s omnichannel retail strategy.

★ Burberry will be at MAPIC 2015, the International Retail Property Market to be held in Cannes, France on 18-20 November.

★ Don’t wait any longer: register today to benefit from our early bird rate!

Top image credit: Masson


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Othman Abdelmoumene

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