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1장 Introduction. Four Problems
2장 Solution.
1. One “Brand Czar”
2. Sticking to the Core
3. The Ethos of the Trench
3장 Conclusion. Rewards of the Transformation
on turning an aging british icon into a global luxury brand
burberry’s ceo contents introduction.four problems czar”
2.sticking to the core
3.the ethos of the trench
conclusion.rewards of the transformation luxury brands ranked by digital iq score category : brand performance by l2 thinktank year 2010 region : global ranks 6th in global
but!
burberry was not luxury brand.
ur problems low growth in global market
burberry had failed to focus in the process of global expansion
→ grew only 2% a year s
nor attractive.
products were common s
burberry’s core product was outwear but it only represented about 20% of the company’s global brand business.
20%
didn’t capitalize on their original core product
luxury customers were not their repeat customers.
burberry had the wrong target.
introduction.four problems
needed to throw away the old image of the company
solution 1.one “brand czar”
in hong kong plant,
they were focusing on other item, not their endemic trench coat.
in usa plant,
they were selling product in half price.so they missed their luxuriance.
solution 1.one “brand czar”
these plants were closed resolutely and some employees were (이하 생략)
