Burberry Makes US Drive

The former vice-president of Liz Claiborne in America, Ms Ahrendts officially succeeded Rose Marie Bravo at the helm of Burberry, the Telegraph reports. Setting out her growth strategy for the 150-year-old company, Ms Ahrendts said she wanted to expand the Burberry product range, increase the number of its retail stores, and bolster its presence in “under-penetrated” markets.

America is one of the fastest growing and most lucrative luxury markets in the world. Shopping centre landlords pay half the cost of Burberry store fit-outs, as the brand attracts shoppers.

“The returns in the US dwarf any returns from retail investments elsewhere.”

Meanwhile, the Independent tells us that Burberry has been searching its catalogs for old icons and logos:

The “multi-icon” collection, intended to mark the company’s 150th anniversary, will be seen as an attempt to stretch the brand beyond the classic Burberry check, which has received a mauling from the hands of comedians and fashion critics alike after being taken up as the uniform of the football terrace.

Burberry ditches chav for US chic
Independent