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How I Did It: Lessons from the Front Lines of Business by Daniel McGinn, Harvard Business Review

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Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand

by Angela Ahrendts

Angela Ahrendts is the CEO of Burberry.

The Idea

Before Angela Ahrendts became Burberry’s CEO, licensing threatened to destroy the brand’s unique strengths. The answer? Centralize design and focus on innovating core heritage products.

When I became the CEO of Burberry, in July 2006, luxury was one of the fastest-growing sectors in the world. With its rich history, centered on trench coats that were recognized around the world, the Burberry brand should have had many advantages. But as I watched my top managers arrive for our first strategic planning meeting, something struck me right away. They had flown in from around the world to classic British ...

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