Burberry rethinks how it markets product launches

Burberry is planning to put more marketing power behind product launches as it looks to increase investment around specific categories and attract more local customers to the brand.
Speaking on a call this morning to mark its full-year results, Burberry’s CEO and chief creative officer Christopher Bailey used the example of its signature DK88 bag. Its launch was accompanied by a standalone marketing campaign and dedicated store windows, the first time it has done that for a new bag, and th