Burberry’s Digital Transformation

| Point of View

An interview with Angela Ahrendts, CEO of Burberry.

Digital is an extremely broad concept with many dimensions. Let’s start at the front end of our business, with marketing. We decided right from the start to use digital to target our consumers. We hired a young, dynamic marketing team who in essence was the millennial customer. This is, in part, why we’ve been at the forefront in marketing innovation in the luxury sector. Whether that’s launching our latest fragrance on Facebook, or developing the ‘Tweetwalk’ with Twitter, or being amongst the first brands on Google+. Then, there was the back end: one of our key strategies from day one was operational excellence. We wanted to be as admired and as respected for the back end of our business as for the front end. When I started, we had just embarked on a business-wide rollout of SAP...