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16 Burberry

Burberry

Company: Burberry Group plc

Brand value: US$4,483 million

Headquarter city: London

Change since 2017: 1%

Industry: Luxury

Year formed: 1856

Burberry is a luxury British fashion brand, best known for its iconic gabardine trench coat and signature check lining, created by founder Thomas Burberry as a lightweight alternative to the heavy coats used by British soldiers in World War One. The coats – and Burberry check – are still synonymous with the brand, and are now sold in around 500 stores in 50 countries around the world. New CEO Marco Gobbetti, who joined the brand in 2017, having previously worked on Celine and Givenchy, has announced plans to take Burberry further upmarket, closing some outlets in department stores, beginning in the US and then moving into Europe. Burberry retains a reputation for quality, design and craftsmanship, but is investing in digital innovation to stay current; it is introducing interactive mirrors in Burberry stores, allowing shoppers to adjust lighting and change the size and colour of the clothes they’re trying on. The brand is also associating itself with current social issues. In early 2018, Burberry launched a new photo and video campaign featuring young people who identify as LGBT+. It celebrated International Women’s Day in the UK through workshops in Yorkshire schools in which students were asked to design a trench coat for pioneering women past and present, including Serena Williams and Malala Yousafzai.

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