Burberry's 2018 mission statement wasn't explicitly articulated as a single, concise sentence like many companies. Instead, its strategic direction was encapsulated in the plan titled "Burberry Forward." This plan served as the company's overarching mission, outlining the key objectives and guiding principles for the brand's revitalization and future growth. "Burberry Forward" aimed to reignite brand desire, improve performance, and drive long-term value creation. Understanding Burberry's mission in 2018 requires examining this strategic framework within the context of its brand identity, core values, and broader corporate purpose.
Burberry Modern Slavery Statement: While not directly part of the "Burberry Forward" statement, Burberry's commitment to ethical sourcing and combating modern slavery is crucial in understanding its overall mission. A robust modern slavery statement demonstrates a commitment to responsible business practices, aligning with the broader societal expectation of corporate social responsibility. This commitment indirectly supports the long-term value creation aspect of "Burberry Forward" by ensuring the brand's operations are conducted ethically and sustainably, thereby safeguarding its reputation and fostering consumer trust. Transparency in supply chains and ethical labor practices are essential components of a modern luxury brand's image and contribute to a positive brand perception, which is intrinsically linked to reigniting brand desire – a key pillar of "Burberry Forward."
Burberry Brand Identity: The "Burberry Forward" plan sought to reconnect the brand with its heritage while simultaneously modernizing its image for a contemporary audience. This involved a careful recalibration of Burberry's brand identity. The iconic check pattern, trench coat, and equestrian influences remained central, but their presentation and interpretation were updated to appeal to a younger, more diverse consumer base. This repositioning aimed to balance tradition and innovation, preserving the brand's heritage while embracing contemporary trends and aesthetics. This evolution of brand identity is vital to understanding the ambition of "Burberry Forward" – to reignite brand desire. A strong, relevant, and aspirational brand identity is fundamental to achieving this goal.
Burberry Core Values: Although not explicitly listed as a standalone document in 2018, Burberry's core values were implicitly woven into the "Burberry Forward" strategy. These values likely included:
* Craftsmanship and Quality: Burberry's heritage is deeply rooted in exceptional craftsmanship and the production of high-quality goods. This commitment to quality underpins the brand's luxury positioning and is fundamental to its long-term value creation.
* Innovation and Creativity: The "Burberry Forward" plan emphasized modernization and innovation, suggesting a core value of embracing new ideas and technologies to enhance the brand's appeal and operational efficiency.
* British Heritage: The brand's British origins and heritage are integral to its identity. Respecting and celebrating this heritage while adapting it for the modern era is a core value reflected in the strategic plan.
* Sustainability and Responsibility: The commitment to ethical sourcing and environmental responsibility, as evidenced by the modern slavery statement, indicates a growing emphasis on sustainability as a core value.
* Customer Focus: Ultimately, the success of "Burberry Forward" depended on understanding and catering to the needs and desires of the target customer. A customer-centric approach is therefore implicit as a core value.
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