How can we finally make Burberry a luxury player capable of competing with the big names in the sector, whether French or Italian?
The brand that invented the trench coat, at the end of 2022, took the gamble of hiring Daniel Lee, a Briton who worked wonders at his previous employer, Bottega Veneta.
And since ?
Critics are divided on its first collections, and the house has lowered its ambitions several times... Which does not prevent it from opening a new Parisian boutique, at 17-19, avenue Montaigne.
Jonathan Akeroyd, CEO of Burberry, deciphers the challenges of this opening and the house's strategy.
Also read: Daniel Lee: “Burberry is one of the rare luxury houses born from clothing, in this case a coat”
LE FIGARO. - You are opening your second Parisian store on avenue Montaigne. Why are the French market, and the capital, important to Burberry?
Jonathan AKEROYD -
We have a long history with France and Paris.
It is here, at 8, boulevard Malesherbes, that we opened our first store outside of England…
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