British Luxury Brand Burberry: CEO Job Hopping To Apple Lattice Design Will Never Fall.

< p > > according to foreign media reports, < a href= "http://sjfzxm.com/news/index_x.asp" > Burberry < /a > confirms that its chief executive, Angela Alendez (AngelaAhrendts), will leave the company and go to apple to become senior vice president of retail and online stores in 2014. This means that the a giant href= "http://sjfzxm.com/news/index_x.asp" > Apple < /a > the Silicon Valley giant will focus on global channel expansion and differentiated customer experience.

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< p > but for Burberry investors, the departure of "a href=" http://sjfzxm.com/news/index_x.asp "Allen de" /a "does not seem to be good news. As of yesterday (October 15, 2013), Burberry's share price in London has plunged more than 3%, pushing its share price to a three month low.

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< p > Burberry is a very traditional British style < a href= "http://sjfzxm.com/news/index_x.asp" > luxury brand < /a >. It was founded in 1856 and is the Royal imperial household goods of the United Kingdom. Its products cover perfume, fur, headscarves and knitted sweaters.

In the first few decades, Burberry mainly produces a href= "http://sjfzxm.com/news/index_x.asp" > raincoat, /a, umbrella and scarves, and its windbreaker has a high reputation in the world.

Later, in addition to traditional clothing, Burberry also extended its tentacles to other fields, and injected the classic a href= "http://sjfzxm.com/news/index_x.asp" > lattice /a > elements, releasing perfume, fur, scarves, sweaters, shoes and other related commodities, so that the British traditional character and life taste continued to extend, winning many people's favorite.

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< p > < strong > British and lattice < /strong > /p >

< p > lattice in England, like a flag badge in Italy, is a window to observe Britain, and also a symbol of many family symbols.

It is said that there is a well-known checker registration center in Britain, and they have registered tens of thousands of grids.

There is no doubt that Burberry is the prettiest in its many grids.

The three coarse and fine cross patterns composed of light camel, black, red and white do not show up and are not charming. They naturally embody mature and rational charm, which reflects the history and quality of Burberry.

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< p > the grid pattern can be said to have a long history in Britain.

According to archaeological discoveries, the lattice pattern was first made in Scotland, Scotland in 1700, so we saw that Scotland's lattice was a representative, and that Scotland remembered lattice skirts and bagpipes.

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< p > the English lattice is also very learned. It can represent different positions, different geographical locations and different villages according to different sizes and colors.

This is also attributed to a king George IV of England.

He wore a Scotland skirt to tour Scotland.

At that time, the British Isles had been a constant war. He wore Scotland's skirt and announced that "let all the British people wear their own checks". The implication is to express recognition and respect for Scotland culture.

This is, of course, a very clear policy of conciliation.

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< p > from the < a href= "http://sjfzxm.com/news/index_x.asp" > George IV < /a >, the British began to design their own lattice with their family names.

Burberry has won the recognition of the public for adopting such a traditional style, and has been keeping pace with the times in more than a century. At the same time, it is full of modern sense and true self expression. It also inherited the original value idea and the brand tradition established in 1856.

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< p > < strong > starting from raincoat < /strong > < /p >.

< p > the story of many famous brand founders can be called legendary. But < a href= "http://sjfzxm.com/news/index_x.asp" > Thomas Burberry < /a > is a person with design, production and business ability. It is both talented and talented.

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< p > Thomas Burberry was an apprentice at the tailor's shop in the early years. In 1856, at the age of 21, he founded the Burberry brand, and opened the first outdoor clothing store in Hampshire, Basingstoke (Basingstoke), in the southern part of the United Kingdom.

Excellent quality, new fabric application and design on the coat made Thomas Burberry win a loyal customer. By the year 1870, the development of the shop has begun to take shape.

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< p > we know that the United kingdom belongs to temperate marine climate. It is warm and rainy in summer, cold and humid in winter, and changeable weather. So the British meet and like to talk about the weather.

Thomas Burberry has always felt that there should be a raincoat that can prevent cold and rain. Inspired by the sheer blouse worn by shepherds at that time, he developed a kind of strong, waterproof and breathable twill fabric Gabardine (Hua Dane) in 1879. Because of its comfort and durability, this cloth has been widely used and won everyone's recognition.

Old style rainproof clothing, mostly woven with cloth, rubbed rubbers on the side, stiff and heavy, and the appearance of the ADA has improved the situation.

In 1888, Thomas Burberry obtained the patented patent, which designed and made raincoats for British officers at that time.

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< p > early hunting and fishing suits require ideal weatherproof effect. They can withstand considerable wind and rain while having good air permeability. Burberry's clothing meets this requirement and provides excellent clothing performance for customers.

In 1895, a windbreaker, called Tielocken, designed by Burberry for British officers became the originator of today's windbreaker.

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< p > 1901, Burberry designed the first windbreaker.

During the first World War, Emperor Edward VII designated the Burberry raincoat as a senior uniform of the British army.

During this period, Burberry also designed the Knight logo and registered it as a trademark.

After the war, this raincoat became the favorite of many stars, including Audrey Hepburn and Humphrey Bogart, the protagonist of the North African spy movie and the heroine Ingrid Bergmn.

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< p > since then, the Burberry a href= "http://sjfzxm.com/news/index_x.asp" > raincoat "/a" has been an everlasting trend. Until now, the dictionary of Oxford has been opened, and Burberry has become another term for raincoat.

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< p > < strong > explorers do popularize < /strong > < /p >

< p > Thomas Burberry has developed a reputation for developing rain proof materials.

Of course, what really made him famous is sports.

Because at that time, all sportswear was looking for such a kind of rainproof, heat preservation and breathable fabric, especially golf, polo, ski suit, mountaineering and so on.

Some famous explorers in the world are competing to order Burberry clothing.

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There was a sensation in the world in P 1911. The brand of Burberry also became famous in the world.

This year, Colonel Roald Amundsen, a Norway explorer, led a 5 person expedition to South Pole, becoming the first person to arrive in South Pole in the world, and he was equipped with Burberry brand outdoor products and clothing.

To prove to the later that he had completed the expedition, he left a twill tent in Burberry in South Pole.

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P > when Amundsen reached the south pole, the Irish Ernest Shackleton decided to cross the Antarctic continent, and his expedition team used Burberry's outdoor products.

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< p > advertising for Burberry like this, Burberry certainly has a reputation.

Not only that, even royalty will choose Burberry windbreaker.

At that time, there was a slip of the tongue in the United Kingdom. "If the western sky is covered by a huge cloud and drizzle, then from the president, the senior white-collar to the new entertainment star, they all wear the a href=" http://sjfzxm.com/news/index_x.asp "Burberry raincoat < /a >, thus it can be seen that the early Burberry is a more practical brand that can be accepted by all walks of life.

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< p > now Burberry has become a high-end brand, which is more expensive.

This has also created an illusion for many people that the so-called high-end brands are expensive and scarce.

But this view is wrong.

No brand is born to be a luxury. They are originally products that serve the public.

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< p > < strong > Real English fan < /strong > < /p >

< p > for Burberry, 1924 is definitely a node.

This year, Burberry created the Burberry Check "Nova" - the lattice pattern representing Burberry.

The first appearance of this lattice pattern was used to make the lining of windbreaker. After being registered as a trademark in 1967, this pattern was more widely used in other products, such as umbrellas and suitcases. Later, this pattern became synonymous with Burberry.

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By P, with the traditional design style and product design, in 1955, Burberry received the "Royal Warrant" badge awarded by Queen Elizabeth.

Later in 1989, Burberry received the Royal Royal guarantee badge awarded by Prince Welsh.

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< p > 1999, Bravo invited the most famous fashion model in Britain, Kate Moss, to shoot a group of advertising posters and posters for Burberry.

In a poster that still remains classic today, Kate Moss is wearing a lattice wedding dress, holding a "British lattice wedding" with the groom wearing a lattice tuxedo. All the guests at the wedding ceremony are dressed in Burberry style lattices, and all the appliances on the wedding are decorated with Burberry lattices.

These posters are well received everywhere. It not only made Burberry a hot fashion brand again, but also made the brand popular among consumers of all ages.

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In twenty-first Century, Burberry accelerated its expansion in P.

In September 2000, its flagship store opened in New Bond Street, London.

In October 2001, Burberry opened its flagship store in Losangeles to mount Beverly, a star studded Hollywood.

Since then, Burberry has built more unique stores in some important cities such as Germany, Spain, Italy, Russia and Japan.

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< p > < strong > Allen de type innovation < /strong > < /p >

< p > data show that Allen dates began to serve as Burberry a href= "http://sjfzxm.com/news/index_x.asp" chief executive officer < /a > since 2006. Before that, he has accumulated excellent management experience. He has served as executive vice president of Donna Karan (DonnaKaran), executive vice president of Liz Cliburn (LIZCLAIBORNE), and executive vice president of LimitedBrands (the parent company of Vitoria secret underwear). Without exception, three companies are famous for making women's clothing.

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< p > in fact, Allen De is not a member of Burberry family, nor a founder, but led Burberry into the top luxury items in just a few years through amazing digital marketing.

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< p > How did she do it? The answer is to pform the previous licensing sales model into a vertically integrated management mode, so as to enhance the efficiency of the supply chain and IT chain, such as putting all the teams in the office together, launching the satellite automatic control system that covers the whole world, and stabilizing the relationship between the company and the supplier.

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What is more important is Burberry's continuous expansion of its authorized business while expanding its direct channel, which has also resulted in huge expenses for P.

Nevertheless, such a drastic reform is still worth it. In 2012, the company's net profit reached 263 million pounds, an increase of 147% over the 2006 years of its appointment in the 2006 years, and in the same period, the LVMH growth rate was 82% in France.

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Besides P, Allen Dezi has also worked with VERIZON to introduce the "a href=" http://sjfzxm.com/news/index_x.asp "retail theatre < /a", which enables Burberry to synchronously realize the virtual panorama in the global flagship store. Customers can feel a fashion feast through the HD display screen and stereo surround sound.

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P's efforts to make Burberry gradually become a big Mac enterprise. Data show that Burberry's latest market value is US $10 billion 710 million, ranking ninth in the world's leading clothing companies. It's very close to Ralph Lauren ($14 billion 800 million) and hand bag producer Mike Kors MichaelKors (US $15 billion).

The biggest market maker is Louis Vuitton Hennessy LVMH, which has a market value of US $100 billion 320 million.

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< p > in the past 5 years, Burberry has risen by 43%. It is second only to the German listed a href= "http://sjfzxm.com/news/index_x.asp" > HUGOBOSS < /a > 55% in the world's leading 15 apparel companies, which is far ahead of LVMH's 25.1%.

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< p > it is understood that after the departure of Burberry from the Burberry, the vacant post will be replaced by < a href= "http://sjfzxm.com/news/index_x.asp" > ChristopherBailey < /a > in mid 2014, which has been Burberry's chief creative officer since 2001.

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