As one of the most iconic names in luxury fashion, Burberry has continued to innovate and evolve with the changing times. Now, the legendary brand is making yet another impressive move as it brings one more supplier in-house – Vogue Business. With this, Burberry marks yet another milestone in their illustrious history, heralding a new era of fashion experiences.
1.The Burberry Revolution: Bringing Vogue Business In-House
The Rise of In-house Vogue Business
Since its humble beginnings nearly 150 years ago, Burberry has evolved into one of the most successful and iconic fashion house of our time. Its founder, Thomas Burberry, invented gabardine fabric and waterproof clothing, paving the way for Burberry to become a fashion powerhouse. In 2018, the company took a major step towards digitalization and revamping their business, introducing a new in-house vogue business operation.
Burberry significantly changed the game by bringing all design and business processes, including product development, marketing, and merchandising, in-house. This new structure, aimed at streamlining the entire production process, increased efficiency, creativity, and agility. Furthermore, it enabled Burberry to establish better control of its customer experience – from product design to transporting items to the customer.
- Creative Design & Product Development: The team develop brands, design products, create product range, and determine pricing and sourcing
- Marketing & Visual Merchandising: The team control the overall product strategy and visual communication, responsible for e-commerce, creative content, campaigns, and promotion.
- Retail & Wholesale: The team handle customer service and partnerships with various retail and distribution channels, including department stores
- Logistics & Supply Chain: The teams deliver the product within the specified timeframe, manage quality, inventories, and visibility.
Burberry’s newly introduced structure helped them establish better control of their customer experience and ushered in a new era in fashion retail where digitalization, in-house production, and agility reigns supreme. Such a radical decision demonstrates the brand’s confidence in the potential for innovation and paints a bright future for the company.
2.Building a Brighter Future with Engaged Suppliers
Creating a better future for our suppliers means understanding the range of opportunities and challenges they face every day. There’s no one-size-fits-all solution to building a brighter tomorrow, however proactive engagement with suppliers is a critical piece of the puzzle. Here are just some ways to get involved:
- Create open dialogues with suppliers to discuss all applicable performance metrics and areas of improvement
- Develop cooperative and mutually beneficial short- and long-term strategies
- Invest in necessary supplies and technologies that extend supplier capabilities
- Adhere to industry standards regarding supplier timelines and efficiency
- Establish fair and transparent contracts for suppliers
- Encourage use of renewable and low-emission sources wherever possible
At its core, engaging with suppliers in this way is about developing powerful relationships that enable suppliers to rise to the occasion. By creating the conditions for suppliers to succeed, businesses have the opportunity to make meaningful investments in their future and those of those around them.
3.The Luxury Fashion Landscape: Enhancing the Burberry Brand
Fostering Brand Growth
Burberry has built a strong luxe fashion empire, strengthened through their slogan – “The British Way of Life”, which has allowed them to tap into sought-after markets such as the USA, China, and Japan. Leveraging their current position, Burberry has implemented strategies to continue to reach for higher levels of consumer engagement.
To engage the global consumer, Burberry has incorporated campaigns that entice a global clientele. One campaign specifically celebrated their 10th anniversary in the digital world, inviting fans and followers to connect with the brand through digital channels, including social media and engagement through photoshoots with digital influencers. In addition to leveraging digital strategies, Burberry continues to tap into the traditional media market with runway shows, commercials and magazine editorials.
Retail & E-commerce Optimization
Burberry’s retail presence knows no bounds. To ensure Burberry’s product visibility and accessibility worldwide, they have expanded their retail stores, boutique shops and have increased product placement in luxury retailers such as Harrods and T Galleria. In addition to physical retail outlets, they have adopted a omni-channel approach by investing in e-commerce capabilities and segmenting products by region. This commitment to expanding their presence provides convenience and luxury-style accessibility for their customers, allowing the brand to appeal to a varied clientele across the world.
4.Unlocking Unprecedented Opportunities for Collaboration
The progress made in the field of technology has opened up undreamed of possibilities of collaboration. With effective use of communication systems, groups of far-flung individuals can come together to tackle diverse projects, forming a global link.
Features such as messaging, multimedia support, and virtual meetings make it possible for businesses to organize global development projects and even brainstorm new ideas. From real-time video conferencing with colleagues separated by continents, to developing global networks of partners and customers, collaboration through technology unlocks possibilities previously unimaginable.
- Take advantage of remote access: Ensure your teams have access to the resources and information they need, no matter where they are.
- Empower teams with cloud storage: Provide secure and centralized storage to foster collaboration.
- Integrate with software tools:Use applications such as Asana, Slack, and Zoom to routine tasks and reduce complexity.
As a trendsetter for fashion, Burberry is setting the bar for other companies to follow, by bringing another supplier in-house. With such a successful track record of innovation and creativity, one can only wonder what Burberry has in store for us in the future.
