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How Burberry Rebuilt Its Brand After Losing Its Way
In the early 2000s, Burberry was a fading trench-coat maker, its logo tarnished by association with football hooligans and counterfeiters. Then CEO Rose Marie Bravo and later Angela Ahrendts engineered one of fashion's most remarkable brand turnarounds—without discounting or mass-market expansion. Lucas and Luna dig into the specific decisions that rebuilt Burberry's cachet: how they reclaimed the trench coat as heritage, controlled distribution by buying back licenses, and used digital storytelling to court a new generation without alienating old customers. They also examine the…
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