Burberry chief executive Angela Ahrendts outlined the soft strategies the fashion retailer has focused on during the recession at the World Retail Congress in Berlin.
Ahrendts said Burberry focused on âstyle, structure and valuesâ to make Burberry âthe great company it isâ.
She said on style, the company focused to celebrate all levels of its staff. The company created its Icon Awards to recognise good work. âItâs our version of the Oscars,â she said.
Burberry also ensured all its employees were kept up to date on strategy before the wider world. On structure, she said âthe team ethos is so importantâ and it recruits âas much for EQ as for IQâ.
She also set up at Strategic Innovation Council where âyoung visionaries can dream on how to get the best out of the new digital worldâ. Burberry created a social networking site, spoke to customers via Facebook and created 3D fashion shows.
On values, Burberry set up the Burberry Foundation, which âdevelops the creativity of young peopleâ. She said Burberry rediscovered its purpose and values, which was to âprotect, explore and inspireâ. The session was streamed live to Burberryâs global offices.
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