Burberry’s new ‘innovation’ is just a better excuse for the same old thing
A CEO's speech reveals the real secret to fashion success: rephrase the same idea with more buzzwords.
The story
Industry leaders at a fashion summit discussed balancing heritage with innovation, focusing on brand identity, growth strategies, and the evolving role of media and customer relationships.
Source: wwd.com
Our reading
Burberry’s CEO says the brand is about ‘balancing heritage with innovation,’ which sounds like a corporate mantra until you realize the only real change is the wording. The company still sells the same stuff, just with a slightly more complicated explanation.
It’s not like they’re making new products or changing their approach—just rebranding the same old thing as ‘innovation.’ The only real surprise is that they’re still calling it ‘timeless.’
So next time you see a ‘new’ Burberry ad, just remember: it’s the same thing, but with a better excuse.
