burberry story

Angela Ahrendts (ex-Burberry chief, now Apple head of retail) and Christopher Bailey have transformed the way Burberry engages with the world, from its consumers to its associates, leveraging disruptive technology to share its pure brand vision through content-rich, compelling storytelling.

Blurring the lines of physical and digital—with a flagship store that mirrors the website and a website which shares live experiences from concerts to runway shows—Burberry constantly challenges itself to keep pace with society.

Angela shares how brands can effectively target millennials and engage global audiences through digitally-led authentic and emotive storytelling.



On passing on the story to new generations…

“Great Brands Have To Be Great Storytellers.”

“We weren’t’ looking to write another book but we were looking to write some new exciting chapters.”

On the values of the company and maintaining the trust of the consumer…

“Any constituency who’s touching your brand or your business; associates, businesses partners, consumers or investors – they want to trust that you will deliver the message, the feeling, the product that you said you were.”

On consistency of brand message…

“We wanted one story that everybody could feel, everybody could see, and not just feel the emotion, but feel the energy.”

“We need to keep the story authentic, we need to keep it pure; we knew we were going to target a new audience, we knew the medium will be different, we knew it will be so much more global than things had been in the past but the story had to be the same.”

On targeting the millennial consumer…

“We needed to talk in a different language and that language was rapidly becoming digital.”

“We studied each customer and adjusted the message to be authentic and relevant to each audience we were catering to.”

“This millennial consumer is heavily influenced by music; today everything we do has a music angle.  Not only does it re-enforce the Britishness, it is more emotive.”

On launching new products and blurring the line between the physical and the digital (lessons to retailers) …

“We wanted it to feel when you’re walking into the front door as if you were walking into the website.”

“We put emotion and music first, over the hard product.”

“Everything was launched digitally first.”

On storytelling…

“Everybody is a storyteller… everybody is telling their life story.”

“Yes we’ve been telling a compelling fashion story and yes we’ve been telling a young millennial story and a heritage story, and of course it’s got to be British,but we’ve also been telling a very strong value story.”

“I don’t think the world will ever want to stop hearing stories.”


Do you agree with Angela?  Do all great brands and great businesses have to be great storytellers?  Share your thoughts in the comments below…



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