After our strategy meeting in 2006, we designed our website to speak to our consumers through emotive brand content: music, movies, heritage, storytelling. Today, more people visit our platform every week than walk into one of our stores. The majority of our employees at corporate headquarters in London are under 30 – just like our core customers. They understand who we are trying to reach.
Our salespeople had become accustomed to selling what was easy—relatively inexpensive items such as polo shirts. Our trench coats are not just raincoats anymore. They are the foundation of a great brand and a great company. We have been innovating around it. We equipped our sales associates with iPads and our stores with audiovisual technology to show videos. We knew that beautiful, compelling content would connect customers to the brand and our iconic trench.
Actually, Thomas Burberry founded the company at the age of 21. He was young. He was innovative.