The Trench Windbreaker Will Become The Most Important Business Plan Of Burberry To Merge Its Subordinate Line Brand And Upgrade.

It is planning to merge its subordinate line brands and upgrade.

According to the latest news from London, Christopher Bailey, chief executive officer and creative director of Burberry, is planning a major strategy. He plans to merge Burberry's Burberry Prorsum, Burberry London and Burberry Brit into a brand-new Burberry brand.

The move is considered by the industry as the end of their Burberry Rose Marie Bravo and Angela Ahrendts.

The merger of Burberry Prorsum, Burberry London and Burberry Brit will be completed by the end of next year. The company said that although the brand is merged, it will not lay off staff.

The products of the new Burberry brand will be released in the summer of next year.

Christopher Bailey announced the merger of its brand at a news conference on Tuesday.

As for the reasons for the merger, the company said that now consumers want to experience more brand online and offline services, and the company needs some changes.

Christopher Bailey believes that after a brand is merged, Burberry can provide a more complete and unified series.

At the time when these brands were created, wholesale business accounted for 70% of Burberry's total sales, while retail sales accounted for only 30% of total sales.

But now the situation is different. Now retail is the main force of Burberry, so the key now is to provide a consistent brand experience.

Christopher Bailey revealed that the new Burberry mode of operation will help improve productivity and provide a more intuitive brand experience for customers.

In addition to the merger of brands, Christopher Bailey revealed that the company plans to build a state-of-the-art factory in Liz, England. The factory invested 50 million pounds (US $77 million 200 thousand) for the first time, and the company has already selected the site for the new plant. The construction of the factory will start officially next year and will be put into operation in 2018.

Christopher Bailey pointed out: "hereafter will be the production base of the most famous single brand the trench windbreaker for our brand. We will retain the most important textile technology to produce the trench.

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The production efficiency of two factories in Yorkshire has reached the limit, and its output is two times that of five years ago, so we need to build new factories. "

He stressed that when the new factory was put into use, the efficiency of windbreaker could be doubled, so that the company could develop other coat categories.

The trench windbreaker has always been the classic of Burberry. Although sales fell during the second quarter of this year, the sales volume of the trench is still the best.

In the first half of this year, group retail sales increased by 3.5% to 774 million pounds (1 billion 190 million US dollars), and analysts said the result was "disappointing".

According to Citibank's Thomas Chauvet, according to the level of the financial crisis, the performance from July to September is the most negative since the third quarter of 2009, which is the worst performance in the past 6 years.

From July to September, sales of both windbreaker and handbag were falling, but Burberry seemed to have made decisions to reverse the situation.

On Tuesday night, Burberry held the opening ceremony of the festival movie, and all the stars wore Burberry.

Appearances, including Sir Elton John, Julie Walters, James Bay, Romeo Beckham, Naomi Campbell, Beckham, hon, hon, HSI, and her brother, all of them arrived at the scene.

The holiday season is a critical period for Burberry sales, and the design of Burberry launched this season is very innovative. Bailey said: "this is one of our most important quarters. In order to save our performance, we invested too much effort in this quarter."