It was the first time in two years that the company staged a live presentation at its London headquarters, and Akeroyd and Brown were in a bullish mood, optimistic about the future.
Akeroyd added that he has confidence in, the chief creative officer, and described the designer as “consistent” in his vision for the brand, with a “strong eye and pulse for what the market needs.”
“We made the transfer successfully. There was no adverse response to the prices and we are seeing robust demand for products,” Brown said. The new CEO added that, on his watch Burberry would also go “the extra mile” for the environment. To wit, the brand said it would no longer be using exotic skins in future collections.
The brand’s goal is to become climate positive by 2040 by further reducing emissions across its extended supply chain. Last fall, it set out a new biodiversity strategy, focused on protecting and restoring nature, expanding support for farming communities and developing regenerative supply chains. Brown said 40 percent of Burberry’s Chinese retail network, including e-commerce, is inactive due to local lockdowns, while trading in Hong Kong is “very challenging” because there are few Chinese tourists in the region.
Akeroyd said he hopes to resume opening pop-ups in China in the second half and he’s confident about the brand’s “retail and product mix” in the region. He added that Burberry’s new store is located in “the best location” in Shanghai.
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