Burberry put down Pride-- become popular brand

For younger image Burberry London, China is a rapidly growing market, to please here, consumers are starting to become very important.

April 13, the opening ceremony of the world's largest flagship store in Burberry McIlroy Xintiandi, the 39-year-old design director Christopher? Bali (Christopher Bailey) 3D holographic imaging technology to create such a Mirage: surround studio of 3000 square meters, up to three floors of the giant screen; night view of London in the British style of music; young skinny models in the T stage, a sudden collision sky snow ......

Christopher even the British band Keane pulled the scene - Burberry claims and the British music industry has long been a close relationship ". British style, the audience know everything.

"The return to China makes me excited." Burberry Global CEO Angela? Arend (Angela Ahrendts) said. Five years ago, she was to replace Rose? Marie? Bravo (Rose Marie Bravo) as the new CEO of this company took China as expand the scope of the key markets. After taking office, Angela was only 34-year-old Bali appointed as the design director, took over the brand design services, from product design to shop designed by him single-handedly responsible; also announced cut-off Burberry's 35 product categories . She believes that the brand must be re-image building.

Only two years, Angela, and Bali let the Burberry evolved into a young brand image. But they still can not really control the Chinese - for the younger image Burberry, here is a fast-growing market, please where consumers are starting to become very important.

Right to recover the retail business

In June 2010, Burberry Group, the company announced 70 million pounds (about 725 million yuan) acquisition of 50 stores and related assets of the licensed business partner Kwok Hang Holdings. Burberry was the deal with Burberry's global brand integration strategy, while increasing its exposure in luxury retail and high-growth market. "Burberry's financial plan, as long as the Chinese luxury goods market remains 10% sales growth, can compensate for this cost in five years.

The deal value for money. Burberry's profits from the wholesale benefits extended to the retail sector, the company would like to take this in the next fiscal year to a profit of 20 million pounds. More importantly, the direct control of these stores, each store's sales will be able to direct control, real-time feedback.

Too important to be able to directly control the Chinese customer needs. Angela said that Chinese tourists in Burberry another major source. More than 30% of British business in China. When they travel more Burberry contributed a lot of profit. Tariffs and other reasons, the United Kingdom Burberry's average price than the Burberry price cheaper by about 40%.

2010, the attitude of the Burberry of the Chinese people from soliciting business to take the initiative to cater to. Previously, the luxury brand had for the Japanese market launch of Blue Label, the two series of the Black Label sold only in Japan.

Began to change from McIlroy Xintiandi flagship store. Burberry publicity gesture showing the characteristics of "one family", is quite close to the people. Bali and even in person at the opening ceremony, served as moderator. His usual flair for innovation, known as the United Kingdom, Tom Ford, the latter has created a Gucci brilliant.

Angela said, the Burberry of the Chinese market is not only considered as a whole, but also consider how to better cater to the tastes of Chinese customers. Chinese people like bright colors, and love keeping up with world fashion trend. In this series of Burberry spring and summer 2011 to take into account these factors. In addition, Burberry forward position of its digital marketing move to China.

Burberry for McIlroy Xintiandi clerk with the iPad, which is to VIP customers feel in the first row of the show. In the 2011 spring conference, VIP customers only need to order through the iPad, show new products can be received within seven weeks, also ordered the shop but want style.

Digital Marketing

Not just the procuct of Burberry outlet , the luxury goods industry in the digital process. As Chanel, D & G, Fendi, have launched the iPhone-based mobile phone software, people can query entity stores the address on the phone, look at the brand to tell the history and stories of their long, long time, "to see the show, and the designer's question. Chanel and Fendi labors part of the work of fashion journalist, fashion shows the process of preparing fragments.