Burberry Brings Back Buzz

Burberry brings back the buzz with former Givenchy designer Riccardo Tisci.  His debut collection for the British label wowed critics and buyers alike.  Metallic trimmings and corset-like belts on Burberry's trademark trench coats won an especial response.
 
CEO Marco Gobbetti said: 'The first response from influencers, press, buyers, and customers to our new creative vision and Riccardo's Kingdom collection has been exceptional.'
 
Marco added the multi-year turnaround was in the first phase and translating the buzz around the brand would take time.  The full collection designed by Riccardo and his team will not be in stores until February 2019, nor will the renovation of 400 boutiques be instant.  Burberry also plans to trim the number of its outlets and exit mid-level department stores who sell boatloads of plaid scarves, but not its higher priced goods.
 
Burberry saw an increase in wholesale orders from Tisci's debut Kingdom collection.  Order value doubled from the earlier year in Europe, the Middle East, and Africa.  CFO Julie Brown reports progress on a drive to boost exclusivity and bolster financial results.  Earlier this summer Riccardo unveiled a new logo, freshly styled ad campaigns, and a focus on merchandise drops, with a Vivienne Westwood collaboration and flash sales via Instagram and WeChat. 

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