As her top 60 executives arrived in London for the first strategic planning meeting after Ahrendts took the helm, she noticed that not one of them was wearing a Burberry trench coat, despite the damp, gray weather. It was a sign of the challenges the company faced. Even in a burgeoning global market, Burberry was growing at only 2% a year. It had lost focus in the process of global expansion: Each of the 23 licensees around the world was doing something different. Ubiquity was robbing the brand of its luster. Ahrendts realized that if Burberry was going to be a great, pure, global luxury brand, it needed to have one design director--a "brand czar"--and it needed to capitalize on its historical core: the trench coat. The company decided to innovate at the core to attract the luxury customers of the future: millennials.

【書誌情報】

ページ数：6ページ

サイズ：A4

商品番号：HBSP-R1301A

発行日：2013/1/1

登録日：2013/1/18