Creativity at the top

An insight into the unusual situation at top fashion brand Burberry that led to a creative being promoted to CEO, bringing its own set of challenges for the supporting team.

Case study covered

Looking at the transformation that designer Chris Bailey and businesswoman Angela Ahrendts brought about for the tired British raincoat retailer Burberry, and the way in which they used their combined skills to convince the owners and shareholders of their vision for the company’s future as a world-beating luxury brand. Seeing how, on Ahrendts’ move to Apple, Burberry placed all their trust in Bailey by appointing him CEO.

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How does it work in practice?
Managing the unmanageable
Creativity at the top