With flagging sales and and an ageing customer base, BURBERRY Japan was facing structural issues across strategy, brand and creative direction of the brand.
Tomorrow+Partners were approached to develop strategies and creative direction to reposition and rejuvenate the brand for a new generation.
BURBERRY has been the most successful fashion brand in Japan for over 30 years with sales of $2bnUSD. The success of BURBERRY Japan has financed and fuelled the repositioning of the organisation into a global luxury brand.
Hired to reposition and rejuvenate BURBERRY Japan, Tomorrow+Partners were responsible for brand, strategy and creative, directing the development of all ranges, adding $900mUSD/a in turnover and growing the brand to over 40% market share.
Creative and design direction for BURBERRY across all product categories.
Launch of BURBERRY BLACK LABEL - the most successful fashion brand in Japan for ten successive years, winning multiple industry awards and generating 60% of all Burberry sales in Japan.
Opening 80 new BURBERRY BLACK LABEL boutiques in Japan and Hong Kong.
Luxury Goods | Fashion
Leading fashion brand in Japan
SCOPE OF WORK
Strategy | Brand | Creative Direction
- Brand Proposition
- Brand Strategy
- Brand Identity
- Creative Direction
- Design Direction
- Insight & Intelligence
- Product Development
- Retail Design