Burberry
Established by Thomas Burberry in 1856, Burberry is a global luxury fashion brand with a strong British heritage.
Luxury’s Livestreaming Gamble
‘Live commerce’ can sound intimidating or even repellent to luxury brands, but a few brave players have recently rolled the dice knowing they need to be risk-takers in the current crisis. Will livestreaming be a bad bet or a big pay-out in the world's largest luxury market?
How to Make a Magazine Under Lockdown
BoF went inside American GQ’s unusual production process over the last six weeks, interviewing the editors and writers who brought the issue and its features to life.
Why Brands Are Revisiting Old Advertising Campaigns
Instagram influencers aren’t the only ones posting throwback content. Lockdown measures are prompting brands like Louis Vuitton, Saint Laurent and Versace to revisit their archives.
What Makes a Luxury Turnaround Work?
From Bottega Veneta’s aesthetic reinvention to Burberry’s attempts to move upmarket, there are several different genres of brand turnaround strategies, with significantly different probabilities of success.
How I Became… Senior Fashion Editor-at-Large of i-D Magazine
Ib Kamara shares how he has overcome dyslexia, nerves and financial barriers to hone a creative vision tapped by the likes of Dazed, Vogue, Dior and Burberry.
Why Fashion 'Seasons' Are Obsolete
This week, Saint Laurent said it would skip Paris Fashion Week and set its own schedule for showing collections for the rest of the year, raising deeper questions about following universal fashion seasons in a global market.
When Pandemic Marketing Goes Too Far: How to Avoid #COVIDwashing
Sentimental commercials about how we’re all in this together are beginning to fall flat. There are other ways to reach consumers.
Burberry Closes US Warehouse After Workers Test Positive
A total of three employees tested positive for the virus, and the facility will be closed indefinitely.
Burberry Will Not Take British State Crisis Cash to Pay Staff
The label said it will pay its entire global staff even if they are unable to work as stores remain closed during the coronavirus pandemic.
Luxury’s Future Depends on China’s Recovery. Will it Come Fast Enough?
China’s unprecedented GDP contraction suggests that a global recovery could be more prolonged and painful than previously anticipated. Like the economy they rely upon, most luxury brands are now in uncharted waters.