5,189 $m
Expanding Burberry’s signature retail presence, with a cascade of flagship openings in London, Chicago, Hong Kong, and Milan and another 25 stores set to open in 2014, the brand is strengthening its positioning as a global luxury leader. Retail space increased 13 percent on average over the year, with retail revenue achieving 12 percent growth. Continuing investment and innovation in digital, from RFID-enabled personalized content via the A/W13 runway show to the interactive retail theater of Burberry World Live, incorporating Burberry Acoustic, the brand excels in its immersive and seamless melding of online with offline. The Financial Times heralded Burberry as “the most connected brand in luxury.” While the economic slowdown in China has impacted brands across the board, digital leadership has helped Burberry stay strong, with Chinese website traffic up 70 percent and increased digital integration in its stores. Ongoing elevation of product offerings has seen asserted investment in the Prorsum and London labels and control exerted over fragrance and beauty, moving from a licensed model to a directly operated business, with beauty highlighted firmly as a key growth platform. We continue to see Burberry embrace the new with the brand’s first-ever watch, The Britain, while celebrating its heritage by returning the menswear show to London for the first time in a decade. It is this marriage of tradition and innovation that will continue to serve the brand well.