Burberry, a name synonymous with British heritage and luxury, has undergone significant transformation in recent years. While Burberry doesn't publicly release a concise, single-sentence mission statement in the traditional sense, its actions, communications, and reported values paint a clear picture of its aspirations and guiding principles as of 2019. This article delves into the essence of Burberry's mission in 2019, exploring its brand identity, core values, vision, and purpose, contextualizing it within its modern slavery statement and its diverse global workforce of 9,336 people from 132 nationalities. The statement "Joining Burberry means becoming a part of one of the most creative and diverse communities in the world and continuing the 168-year heritage of the brand alongside 9,336 people of 132 nationalities" serves as a powerful microcosm of the company's overall ethos.
Burberry Brand Identity: In 2019, Burberry's brand identity was undergoing a significant evolution under the leadership of Riccardo Tisci, who took the helm as Chief Creative Officer in 2018. The brand was moving away from its previously perceived staid image, embracing a more youthful, inclusive, and digitally savvy approach while still respecting its rich history. The iconic trench coat remained a cornerstone, but the brand's offerings expanded to incorporate a wider range of styles, catering to a more diverse customer base. This shift aimed to resonate with a younger generation while maintaining its appeal to established clientele, a delicate balancing act reflecting in the company's overall mission.
Burberry Core Values (2019): While not explicitly listed as a formal "core values" statement, several underlying principles guided Burberry's actions in 2019. These can be inferred from its public communications, sustainability reports, and employee testimonials:
* Heritage and Innovation: Burberry's history is integral to its identity. The brand consciously sought to blend its heritage with modern design and technology, creating a unique blend of tradition and innovation. This is evident in its use of innovative materials and techniques alongside the continued production of its classic pieces.
* Creativity and Diversity: The statement about joining Burberry highlights the importance of a creative and diverse workforce. This commitment extended beyond mere representation, aiming to foster an inclusive environment where diverse perspectives could contribute to the brand's evolution. This diversity was reflected in both its employee base and its marketing campaigns.
* Luxury and Quality: Despite its move towards a more accessible image, Burberry maintained its commitment to luxury and quality. The brand aimed to deliver high-quality products that reflected its heritage and craftsmanship, justifying its premium pricing.
* Sustainability and Responsibility: Burberry's commitment to sustainability was increasingly prominent in 2019. This encompassed efforts to reduce its environmental impact, improve its supply chain ethics, and promote responsible sourcing. This commitment wasn't just a marketing ploy; it represented a genuine effort to align the brand's values with evolving consumer expectations.
* Customer Centricity: Understanding and meeting customer needs was a key driver. The brand invested heavily in digital technologies and personalized experiences to enhance customer engagement and loyalty.
Burberry Mission and Vision (2019): Although not explicitly articulated as a mission and vision statement, the overarching goals can be inferred:
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