Overview
From its founding in 1856, Burberry has become the leading British luxury brand globally.
The brand is defined by:
- Britishness
- Authentic outerwear heritage
- Historic icons: the trench coat, trademark check and Prorsum knight logo
- Democratic luxury positioning
- Innovation and intuition
The business is driven by:
- Design, marketing and retail-led strategies
- Digital focus and integration
- Channel diversity: retail, digital commerce, wholesale and licensing
- Multi-category competency: non-apparel, womenswear, menswear and childrenswear
- Global reach and balance: across core regions and emerging markets
The culture is distinguished by:
- Core values: to protect, explore and inspire
- Democratic and meritocratic ethos
- Collaboration and connectedness
- Contributing to its communities, including through the Burberry Foundation
Unified and passionate teams are responsible for maintaining the integrity and vitality of this extraordinary brand while continuing to develop a business which remains relevant to ever-evolving markets and consumer tastes. The following pages outline the Group’s strategy under each of its five key themes.
