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Home > The Risktory Podcast > How They Did It...The Reinvention of Burberry


	Podcast:		The Risktory Podcast
	Episode:		How They Did It...The Reinvention of Burberry
	Category:		Society & Culture
	Duration:		00:18:49
	Publish Date:		2020-01-27 11:30:09
	Description:		Coming up on this week’s episode, a comeback story for the ages: the reinvention of Burberry. The early 2000s saw this iconic British brand disintegrating as a direct consequence of, what would later emerge to be, extremely damaging strategic and operating model decisions. For a moment there, it almost seemed like the proud Burberry brand was a dead man walking. And then, American retail superstar, Angela Arendts, strode into Burberry and, as its newly anointed CEO, boldly decided that the best defense was a fabulous – opportunity driven - offense. In this week’s episode, I’ll explore how Burberry used opportunity to come back from the brink. The Risktory Podcast is created, written, produced and hosted by Jacinthe A Galpin. Jacinthe loves her Burberry trench and will wear it during the summer, it’s that nice. Soundtrack (sourced from www.freemusicarchive.org) Podington Bear - Elephants on Parade Alan Spiljak – Clouds Alan Spiljak – Forgotten Alan Spiljak – Light blue Alan Spiljak – Empty days Alan Spiljak – Stars above Alan Spiljak – Not the end Alan Spiljak – Sun Alan Spiljak – Flying away Alan Spiljak – Time Alan Spiljak – Fantasy in my mind Bibliography https://www.echostories.com/rebranding-burberry-case-study/ https://www.luxurysociety.com/en/articles/2018/08/how-burberry-reinventing-itself/ https://www.deepmediaonline.com/deepmedia/2015/04/burberry-how-a-luxury-brand-turned-itself-around.html https://www.forbes.com/sites/bernardmarr/2017/09/25/the-amazing-ways-burberry-is-using-artificial-intelligence-and-big-data-to-drive-success/#526ff1fd4f63 https://www.bbc.com/news/entertainment-arts-41818169 https://www.tinderpoint.com/insights/content-marketing/how-burberry-turned-its-brand-from-chav-check-to-digital-darling/ https://hbr.org/2013/01/burberrys-ceo-on-turning-an-aging-british-icon-into-a-global-luxury-brand
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