Angela Ahrendts, CEO of Burberry told Vogue.com, "The period 2009 - 2010 was a great year for Burberry - we delivered record profits in what was a challenging economic climate thanks to a truly gifted team. The success of Burberry is built not only on product and marketing excellence but on operational excellence too. Together these set us apart this year."
Burberry's innovative take on the digital world and clever marketing tactics could be the key factor in the British brand's recent success. Figures increased 7% from £1,202 million in 2009 to £1,280 million within the last year with revenue increasing by 19%.
Burberry's tactics both within the company through it's performance and between the brand and it's current and potential customers seem to be right on the money - and it seems to be down to humility. Their realisation of how a high quality brand should be functioning at this time rather than operating the way brands always have, has forwarded them above any British brand currently on the market - but it will be a while before all of the public catches on to the reinvented 'chavvy to savvy brand'.
Posted by Firuze French