What'S The Next Step For Burberry?

In Christopher Bailey from its BURBERRY

Before the withdrawal of CEO, this is probably the last decision he made for the brand.

At the beginning of the year, Beckham's eldest son, Brooklyn Beckham, posted a message about BURBERRY on his Instagram account, asking him to palm the mirror for the advertisement of the latter's BURBERRY BRIT perfume. (notice that he was not a model, but an advertising photographer). Soon, BURBERRY also confirmed the cooperation news on official Instagram account, which led to the screams of thousands of fans behind Beckham's family.

In July 10th, new progress was made in this cooperation message.

BURBERRY exposes the hard shot of Brooklyn's advertisement.

Brooklyn is the second Beckham family to set foot in.

Brand commercial advertising cooperative children.

A few years ago, Romeo Beckham of the family signed a contract with BURBERRY.

Model identity for BURBERRY endorsement.

Now, a few months before the age of 18, the eldest son has also given the family a new aura.

Brooklyn Beckham

For the time being, aside from the photographic technique of talking about Brooklyn, the incident itself has attracted many criticisms.

As early as the beginning of the two sides' public cooperation, immediately some experienced fashion photographer representatives jumped out to express their strong indignation. How can a fashion fashion as a British flagship fashion use such an inexperienced and lacking professional skill to be a photographer? No doubt, these angry photographers denigrate the BURBERRY's move "belittling the commercial value of an experienced photographer" and directed at the "hidden rules" that have long been mutually beneficial to fashion circles and entertainment circles.

The aura of his parents from the top of Brooklyn has paved the way for all the fields he wants to get involved in. So easy to understand is the same as the "two generation" business in the current public opinion atmosphere.

It is probably not the original intention of BURBERRY to arrange Brooklyn to win the job. But over the past few years, this old British business decision has had to reexamine the struggles and breakthroughs of the windbreaker brands that had been used by the Royal Army in the pformation period.

Christopher Bailey joined the BURBERRY brand as design director in 2001. After three years, it was promoted to be the creative director of the brand. After five years in 2009, he was appointed the chief creative officer by the brand. Then, in 2013, BURBERRY announced that Christopher would add a new position to the chief creative officer on the basis of the chief creative officer, the brand CEO (CEO), so that the establishment of the dual status of top-level decision-making and creative work would be like a headmaster who served as the Secretary of the Party committee.

Over the past decade, the work experience has been smooth sailing for Christopher Bailey, and the promotion of Posts has laid the foundation for his brand pformation in the BURBERRY brand.

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BURBERRY has also undergone amazing changes over the past decade, breaking away from the original pattern of double breasted windbreaker, and constantly emancipating nature in the direction of youth and trend.

The most dramatic turning point is also the 2014 spring and summer men's wear series which was appointed as the brand CEO after being appointed in 2013. Although the overall style of the Bailey has not fundamentally changed, the sudden appearance of the net vest, the men's and women's general scarves and the large print bags are very striking. He continues to take men's clothing to a context of eliminating gender barriers on the basis of the brand's younger age.

2014 spring and summer men's wear series has become a small watershed in the style details of the brand.

I have many male supporters of BURBERRY brand around me. After witnessing the more and more "Niang" design market, these friends have expressed that they will not consider buying their men's products again.

I believe, of course, that this represents only a small number of people in the mass consuming group of BURBERRY.

After all, you see that after GUCCI changed her mind recently, the new designer, Alessandro Michele, made it clear that GUCCI men's clothing should go on a similar road to BURBERRY.

But everything needs to consider the issue of historical continuity and continuity of the brand itself. The same pformation may not apply to all brands, even though BURBERRY is ahead of the times.

In other words, the business performance of BURBERRY that has continued to decline over the past two years is hard to pin down simply on the pformation of a single style of men's wear. Christopher Bailey also serves as the brand CEO and chief creative officer. The bigger move is reflected in the recent social and new media decisions of BURBERRY in recent years.

With his promotion, BURBERRY has become the first super card to make full use of social networking tools to circle the world. From Facebook to Instagram, all of them have registered their official accounts and interact with fans frequently. In addition, it is also one of the first brands to carry out live online live broadcast without time difference.

What worries the industry most is that, earlier, BURBERRY's new sales strategy of "instant show is buying", which has greatly overturned the rules of the industry's upstream and downstream games.

All these efforts and changes can be seen as an attempt by Christopher Bailey to break through the brand to find new growth points. In the face of these strategies, the outside world has criticism and admiration, but the brutal commercial reality is in sight. BURBERRY has not kept its charming smile since she took the post of Bailey CEO.

According to the report, BURBERRY made the latest decision this month, eliminating Christopher Bailey's CEO position, becoming the president of the company and retaining its chief creative officer's position. The Marco Gobbetti, which has worked in the GIVENCHY and CELINE brands, will be admitted to the British brand's CEO job.

The latest BURBERRY BRIT perfume advertising hard show, young Brooklyn Beckham to the company's perfume advertising picture brings a breeze of young breath, and Christopher Bailey has always wanted the new way of BURBERRY, like a little more grass and dew water taste, however, for a large flagship with more than 100 years of history, it is difficult to tell the current stage of judgement, the replacement of CEO candidates is the first step to brake the pace of profit curve is exacerbating the downward trend.