Burberry’s CEO, Jonathan Akeroyd, has highlighted the significance of the company’s British roots as it seeks to enhance its brand identity under the creative leadership of Daniel Lee. Akeroyd has indicated that Lee is working on innovative ideas to showcase the modern icons of Britain, promising that the upcoming campaign will reflect a highly compelling brand image.
Akeroyd believes that with himself at the helm and Lee as the creative director, Burberry has the potential to undergo a substantial transformation and establish a new brand identity. The first glimpse of Lee’s work will be unveiled in January with the launch of a rainwear campaign. Akeroyd has set ambitious targets for the company, aiming for Burberry to become a £5 billion enterprise, doubling the sales of accessories and womenswear, and increasing operating profit margins above 20%.
Lee’s expertise in creating popular accessories, especially handbags, is seen as a strategic advantage for Burberry’s growth. Akeroyd acknowledges that a stronger accessories business is vital to achieving their financial goals and anticipates high expectations for Lee’s initial collection. He emphasizes the importance of creating smaller yet more focused collections.
Akeroyd has a remarkable track record in the fashion industry, having achieved notable successes at Harrods, Alexander McQueen, and Versace. He expresses his enthusiasm for leading Burberry, citing the influence of the Christopher Bailey era as a source of inspiration. Akeroyd recognizes that although the UK has undergone significant changes, there is still a great opportunity for Burberry to communicate its distinctive British identity, particularly by emphasizing products that are made in Britain, such as trench coats and cashmere scarves.
Despite the political challenges that the UK has faced, Akeroyd remains optimistic about the global perception of the country’s creative industries. He believes that Burberry can leverage its British heritage and position itself as a cool and innovative British brand.
With a collaborative effort between Akeroyd and Lee and their shared vision for Burberry, the luxury brand is poised for a transformative period in its history. The focus on British heritage and the infusion of Lee’s creative touch are expected to reinvigorate the brand and propel it towards achieving its ambitious goals. As Burberry prepares to unveil its first Daniel Lee campaign in January, the world will be watching closely to witness the changes and new brand image that will be revealed.
For further information on Burberry’s reinvention, you can visit these useful links: Burberry Official Website and Vogue Business interview with Jonathan Akeroyd.
