Coming up on this week’s episode, a comeback story for the ages: the reinvention of Burberry.

The early 2000s saw this iconic British brand disintegrating as a direct consequence of, what would later emerge to be, extremely damaging strategic and operating model decisions.

For a moment there, it almost seemed like the proud Burberry brand was a dead man walking.

And then, American retail superstar, Angela Arendts, strode into Burberry and, as its newly anointed CEO, boldly decided that the best defense was a fabulous – opportunity driven - offense.

In this week’s episode, I’ll explore how Burberry used opportunity to come back from the brink.

The Risktory Podcast is created, written, produced and hosted by Jacinthe A Galpin. Jacinthe loves her Burberry trench and will wear it during the summer, it’s that nice.

Soundtrack (sourced from www.freemusicarchive.org)
Podington Bear - Elephants on Parade
Alan Spiljak – Clouds
Alan Spiljak – Forgotten
Alan Spiljak – Light blue
Alan Spiljak – Empty days
Alan Spiljak – Stars above
Alan Spiljak – Not the end
Alan Spiljak – Sun
Alan Spiljak – Flying away
Alan Spiljak – Time
Alan Spiljak – Fantasy in my mind

Bibliography
https://www.echostories.com/rebranding-burberry-case-study/
https://www.luxurysociety.com/en/articles/2018/08/how-burberry-reinventing-itself/
https://www.deepmediaonline.com/deepmedia/2015/04/burberry-how-a-luxury-brand-turned-itself-around.html
https://www.forbes.com/sites/bernardmarr/2017/09/25/the-amazing-ways-burberry-is-using-artificial-intelligence-and-big-data-to-drive-success/#526ff1fd4f63
https://www.bbc.com/news/entertainment-arts-41818169
https://www.tinderpoint.com/insights/content-marketing/how-burberry-turned-its-brand-from-chav-check-to-digital-darling/
https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand