Burberry’s Christopher Bailey

Christopher Bailey


Bailey has truly revived the heritage brand’s image through his innovative ideas: premiering Burberry’s S/S16 collection the day before the show on snapchat; “the brand has pioneered a tech-infused ‘retail entertainment’ environment and omni-channel strategy that has seen it universally recognised for its next generation customer experience” (BoF, 2016); Bailey repositioned the brand through clever and persistent advertising and has achieved a share price increase of 500 percent and generated profits of £350m.

Bailey currently oversees the design of menswear and womenswear lines for Burberry Prorsum, Burberry Brit and Burberry London, as well as brand imagery for Burberry fragrances and Burberry Beauty. As of 2017, Bailey will take on the role of president of Burberry, as well as maintaining his role as chief creative officer. The brand will see Marco Gobbetti (chief executive of Celine) as their new chief executive.

‘See now, buy now’, one of many initiatives that makes up Burberry’s new operational model.

For years we have seen catwalk shows and later in the season we see the RTW garments on our shop floors ready for public consumption, red carpets and magazine campaigns. However, in the past few weeks we’ve seen brands such as Burberry, Tom Ford and Ralph Lauren share their collections immediately after they’ve debuted on the catwalk. BoF’s Kate Abnett discusses whether the initiative is driving sales. Follow the link for the full article.


“Typically, these sales would be spread over many weeks as the deliveries arrive piecemeal. The immediacy of being able to buy immediately after the show, combined with the impact of seeing the whole collection on the floor at once, gave our customers a sense of urgency to buy now.”

Joshua Schulman (President of Bergdorf Goodman and Neiman Marcus Group International).


Business of Fashion. (2016). Christopher Bailey | #BoF500 | The People Shaping the Global Fashion Industry. Retrieved September 28, 2016, from https://www.businessoffashion.com/community/people/christopher-bailey





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