From its founding by Thomas Burberry in 1856, Burberry has become the leading British luxury brand globally. Still located in London, United Kingdom, the company has branded stores and franchises around the world, and also sells through concessions in third-party stores. Although, Burberry is constantly strategizing in order to continue bettering the brand, the company is and will always be defined by the following characteristics:
- Britishness
- Authentic outerwear heritage
- Historic icons: the trench coat, trademark check and Prorsum knight logo
- Democratic luxury positioning
- Innovation and intuition
In order to continue the lavish Burberry brand, the company executives focus on a mission strategy in which the Burberry name stands upon and strives to carry out each and every day. Some of these top executives include Sir John Peace, Chief Executive Officer, who has been Chairman of the Board since 2002. Also among execs are the following: Angela Ahrendts, Chief Executive Officer, Stacey Cartwright, Executive Vice President and Chief Financial Officer, and Philip Bowman, Senior Independent Director. Additionally, the Chief Creative Officer is Christopher Bailey, who is responsible for the company’s overall image including all advertising, corporate art direction, store design and visuals as well as the design of all Burberry collections and product lines.
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