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[MUSIC]
I want to start with you, Angela, the essence of the
Burberry brand.
It's kind of young, and yet it's old, isn't it?
ANGELA: We've always had to have a core of the business.
So when Christopher and I started working together five
years ago, we said that we're quintessentially British.
We've got to get that message out all over the world.
We are luxury.
From a social media standpoint, about a year ago
we launched artofthetrench.com, which is a
site that over five million people have visited.
They hang on the site an average of
five and a half minutes.
Because we do believe that to be a great brand, it's gotta
be emotive, it's gotta be engaging.
You can take a photo of yourself in your Burberry
trench coat anywhere in the world.
It's not dissimilar to Facebook.
You can you can share it, you can comment on other people's,
you can ask them where they got it.
It introduces our iconic product in a very relevant,
very cool way for an entirely new audience that may not--
I sit with investors constantly, and they remind me
that they have a trenchcoat's that's 25 years old.
And we're supposed to try and grow the
business double digits.
In order to have execution, you have to have vision.
Christopher and I, basically, we say that anything the
consumer sees, he has to push us to the next stage.
But by the same token, he has to be free to dream.
If he's not dreaming, and he's not protected and enabled to
dream, then we will not move forward as fast as we need to.