Transforming a British heritage label into a global luxury innovator.
Between 2008 -2011 I partnered directly with Burberry execs on the company’s digital transformation across a number of pioneering projects, driving >200% share price growth.
Most notably I led the agency team that developed the “Art of the Trench” platform, which contributed to booming outerwear sales and endured for over a decade as a brand and business asset.
In a pre-Instagram era we created Art of the Trench as a community platform where Burberry trench owners could share their unique style as a portrait image, inspired by a collection of 100 professional images by top blogger, The Sartorialist.
The site became in international hit, with 1,000s of monthly submissions, millions of visitors, and features in Vogue, Dazed, Business of Fashion, NYT, WSJ, and virtually every global publication that covers the fashion industry.
Art of The Trench was later used as a platform to launch new flagship stores across Asia and North America, cementing the brand as a global luxury player with deep connections to fashion’s new social and influencer culture.
Art of the Trench also inspired a personalized retail experience, similar to Nike ID, where customers could select fabrics and custom details for their trench coat.
In winter of 2008 I pitched Burberry on a groundbreaking live streaming concept, inviting social followers to watch and comment live on the upcoming Spring show.
Over multiple iterations Burberry became famous for increasingly audacious live stream events, including the first ever live 3D streamed show, and a click-to-buy experience called “Runway to Reality” that disrupted the global fashion industry.
