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A Letter to Burberry’s New CEO

It is time for the British megabrand to again choose which way it’s really going: up or down?
"Burberry’s new aesthetic is more in tune with the current streetwear zeitgeist. And yet it is not very original or deeply rooted in the brand’s heritage," said Luca Solca.
"Burberry’s new aesthetic is more in tune with the current streetwear zeitgeist. And yet it is not very original or deeply rooted in the brand’s heritage," writes Luca Solca. (Getty Images)
By
BoF PROFESSIONAL

As incoming chief executive Jonathan Akeroyd prepares to lead Burberry into the next chapter of the “brand elevation” journey it started two decades ago, he should focus less on the possible departure of designer Riccardo Tisci (my grandmother used to say: “everyone is useful, nobody is indispensable”) and more on the strategic steps Burberry must take to fulfil its upmarket ambitions.

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Further Reading

The Challenges Facing Burberry’s Next CEO

Burberry Names Jonathan Akeroyd New CEO. The appointment of Versace chief Akeroyd comes four months after current Burberry CEO Marco Gobbetti announced his departure to Salvatore Ferragamo, leaving the British brand’s turnaround only partially complete.

Burberry Struggles to Convince on Growth

The British brand is still lagging luxury rivals as outgoing chief executive Marco Gobbetti prepares to handover responsibility for its years-long turnaround to current Versace chief Jonathan Akeroyd.

Riccardo Tisci’s Burberry Challenge

The designer’s task at Burberry has been to create a strong new identity for the brand. His latest collection, infused by life under the ocean, highlighted just how tricky that challenge is.

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