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When Angela Ahrendts became CEO of Burberry, one of the first thing she did was cancelling all of those licensing agreements, which diluted the brand's value. S
by antr 13y ago
When Angela Ahrendts became CEO of Burberry, one of the first thing she did was cancelling all of those licensing agreements, which diluted the brand's value. She successfully repositioned the company from a forgotten brand with little control over its product, to a high luxury, highly profitable company. Kudos to her.
... and Burberry's share price is -5% after this was announced. This says a lot.
- jbrooksuk 13y agoI wasn't aware of her recent efforts, it's very impressive that she managed to do this. I noticed that Cheshire Oaks (UK) has a Burberry store that seemed very popular with no chavs hanging around. So I was wondering what was going on.