Burberry Deepen Reform And Reinventing The Visual Creative Design Of 14 Flagship Stores

In July 9th, the British luxury brand Burberry (Bo Baili) said that to ensure that its store experience can reflect the brand new vision, it has comprehensively remodeled the visual creativity and architectural aesthetics of its 14 flagship stores.

The 14 stores include Regent Street store in London, Bond Street store in London, shop in New York fifty-seventh street, Kerry Centre store in Shanghai, and Seoul store in Qing Tan hole (Cheongdam-dong). Visually, a new store of Creative Aesthetics has been introduced, which highlights the product as the main character while incorporating some weird design elements. The appearance of the store emphasizes the new "TB" printing pattern.

This is part of the Burberry transformation strategy, aiming to establish a luxury luxury brand status and focus more on high-end market outlets business. Prior to May, Burberry announced that it would promote high-end market operations, and will close 38 smaller businesses that do not conform to the future development strategy.

In addition, in order to enable customers to enjoy a better store consumption experience, Burberry has implemented a new plan at its more than 50 top stores to improve the front end and back end service levels in stores. In order to better cooperate with global business skills and provide first-class services to customers, Burberry has also upgraded digital assistant sales tools in a wider store network, launched a retail assistant training program, and organized regional retail leadership meetings.

Burberry announced the five year transformation strategy plan at the end of 2017. After the new CEO Marco Gobbetti took over, it began to innovate in all aspects of creativity, marketing, digital distribution and so on.

In August 2018, under the leadership of the new creative director Riccardo Tisci, Burberry changed its brand logo and letter printing patterns for the first time in nearly 20 years, and the latest Monogram letter printing patterns integrated into the initials of the brand Thomas Burberry name (T and B).

In October 2018, Burberry said that from October of this year, brands will sell limited edition fashion and other new products through social platforms such as Instagram and WeChat 17. (see the historical report of "gorgeous ambition": luxury goods also need to be renewed every month! Burberry join the new camp of "Drop" style.

In March this year, Burberry said that since its announcement of the new camp of "Drop", its limited B series has been a great success, and the first product has been sold out in less than 24 hours. To further enhance the brand's social networking service, Burberry also allows American consumers to purchase goods directly from Burberry's Instagram account without having to switch to other e-commerce sites.

In announces the last fiscal year's earnings report, Marco Gobbett said that the group made remarkable progress in the first year of the transition period, and the transformation plan has been on the right track. In the 2018/2019 fiscal year, Burberry sales amounted to 2 billion 720 million, operating profit grew 7% to 437 million pounds. During the last fiscal year, Burberry closed 18 stores and opened a new store in China. The flagship store in Dubai also moved and expanded. Author: Wei Fang