Burberry's chief executive officer in February 2014, Angela Ahrendts is preparing to give the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under Ahrendts and Bailey's partnership, in place since 2006, Burberry's earnings have tripled to more than two billion English pounds, and operating profits have more than doubled.
Ahrendts has led Burberry to be a brand that once again stands for extravagance and that has a powerful international and digital footprint. Yet the leadership change is met with skepticism. Is Burberry's current strategy also the right one for the future, and can Bailey continue the transformation of Burberry?
PUBLICATION DATE: January 09, 2015 PRODUCT #: 515054-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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