Burberry New Cloak Performance Red CEO Smiles

Burberry new cloak is hot, new CEO smiles. The chief financial officer is excited again, because the My Burberry new perfume is a powerful celebrity aura and promotes the sale of Burberry's beauty and fashion business. Well, the brand decided to hold more exciting advertising activities this year. Burberry also plans to launch its own skin care products series in 2015 to form a more complete beauty Department of perfume, cosmetics and skin care products.

Remember when Christopher Bailey took over Angela Ahrendts a year ago as the new CEO of Burberry, did the outside world question and worry about whether he and the once branded British brand could continue to reinventing the brand in the future? Today, Christpher Bailey and Burberry have thrown their faces on you with numbers.

In the half year performance ending March 31, 2015, Burberry's global revenue grew by 9.6%, and retail revenue increased by more than 14%, exceeding analysts' expectations. In the US, Europe, Middle East and Africa, the brand has maintained double-digit growth.

Christpher Bailey and Burberry used figures to prove those who were skeptics were wrong. Christpher Bailey, a creative director and CEO, once made the outside world full of criticism for his dual roles, but Christpher Bailey survived.

If you want to pick a bone in the egg, it's the Asian market, but today, which luxury brand has not fallen a few in this area, the number of Burberry is pretty good: in the Asia Pacific market, Burberry is still growing, even though the growth rate is low, the sales of mainland China and South Korea still have a median increase. The only thing that dragged the back foot is the turbulent Hongkong area.

Let's take a look at the bad news from competitors recently: the fashion and leather Department of luxury group LVMH Louis Vuitton was only 1% in the first quarter of 2015; the performance of Italy brand Prada was even more shocking; its sales in the 2014 fiscal year dropped 1%, and net profit dropped 28.2%.

In addition to the famous windbreaker and scarf, Christpher Bailey uses product innovation to drive growth. The most notable effect is that he has successfully returned the cloak to the fashion layout. In the past six months, the purchase of the Burberry cloak has been strongly promoted by the consumer.

You may have seen these Burberry capes on numerous occasions. Celebrities are wearing Burberry coloured blanket blankets with their own initials abbreviated at various airports, street and fashion events, including Vitoria Beckham Sarah Jessica Parker, trend pioneer Cara Delevingne and so on have been draped in the "blanket" of around 900 pounds.

Talking about these Cloak The Carol Fairweather, the chief financial officer of the British brand, is all over the world: the sales growth of these capes is extraordinary. Well, there are still many stories to tell, and there is great potential and space to dig.

So, after a series of cloaks were sold in the autumn and winter last year, Christopher Bailey It also redesigns the shape of the cloak and introduces more colors and fabrics, such as the winter cashmere cloak, which is redesigned to produce yellow, white and black new spring products.

Of course, Christopher Bailey does more than that. Last year, Burberry introduced a new product line of windbreaker, and now he will introduce more sizes and more different colors, lengths and patterns. At the same time, he also enhanced the marketing activities of cashmere scarves. In 2014, Burberry's first global Christmas advertisement came out, starring Beckham, the handsome son Romeo Beckham, 12 years old, and Romeo, Ma bean fan, who wore Burberry's windbreaker and scarf. More data pointed out that Romeo, with its strong popularity, has led to an increase of 13% in the sales volume of this series of products.

Another strong reaction came from the Burberry cosmetics department that has attached great importance in recent years. In the luxury industry, Burberry, which first started to move closer to young people, also planned ahead of schedule to reclaim its lucrative beauty product line. Of course, Christopher Bailey will work hard on this. At the end of last year, he personally led the launch and release of the new perfume "My Burberry". It is almost the two most popular group in the fashion industry today. Cara Delevingne and Kate Moss are speaking in front of the brand classic windbreaker. Of course, there is also a series of digital marketing that Burberry has always been good at.