Thank you BBC and IMD.
Let me add four points that I did not have time to cover during the interview.
Burberry's set of Q1 results are encouraging but the new management team will need time to deliver on the strategy. Jonathan Akeroyd's strategy is sound and with Daniel Lee at the artistic helm, what Burberry needs now is focus and discipline to execute and perform on its three strategic pillars. A continuous problem the brand has had is inconsistency -- remember the previous turnarounds by Rose-Marie Bravo and Angela Ahrendts. Practically every decade, the brand is in turnaround mode.
Second, the announced expansion into new categories such as handbags and swimwear is excellent and much of the attention and resources might need to be funneled into them to deliver the brands' GBP 5bn goal by 2025.
Third, the strategy per se is consistent with the codes of luxury but is not telling enough how the brand will differentiate. That's where Burberry needs to work the hardest. For example, Burberry is betting on its Britishness. Hopefully, over time, it will be able to articulate what it means much more precisely. In a world endangered by totalitarianism, corruption and dictatorships, what British values bring to the world are respect for the individual, creativity and inspiration, work ethics and appreciation for fun and humor. I could very well see the brand push into these more concrete and very aspirational directions, which will help also Burberry deliver on its social promises (ESG).
Finally, we are talking about a brand that was ahead of its peers for digital transformation a decade ago. Burberry can regain this edge if it pushes into micro-customer segmentation to discover next opportunities related to customer lifestyles in a context where headwinds still abound for the luxury sector.
Burberry
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Watch IMD’s Professor of Strategy and Organizational Innovation Prof. Stéphane J.G. Girod discussing Burberry’s latest results on BBC News this morning, highlighting the luxury goods and jewelery company's positive performance in Europe and China, the reasons it lags behind some of its peers in the US, and whether it might be time for luxury brands to look to new frontiers.
Learn more about Girod's Reinventing Luxury Lab program here 👉 https://bit.ly/3PXcbhJ
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Nature and nothing else. Linen is nature,no music,no words, the concept of the compaign is very significant. Compliments.