Checklist for Ahrendts: Burberry CEO in Drive To Hone Brand's Image

When Angela Ahrendts took over the helm of Burberry last year, one of her mantras was "innovate and elevate." The staff listened, and now the Burberry chief...

While the bulk of Burberry sales are coming from Europe, with Spain alone generating about 19 percent of overall Burberry sales, Ahrendts is looking to emerging markets for future growth. In China, where Burberry has 33 outlets, the company is looking to begin sending in its own team to work alongside its Chinese partners. The goal is to micromanage product assortment.

Ahrendts said it's still a male-dominated market, where the bestsellers are men's outerwear and nonapparel. She said the company has a one- to two-year strategy in that market. Other markets that are growing rapidly, she said, are the Middle East and Russia. India, however, is still in its embryonic stages: "That's more of a three- to five-year strategy. There really are not even malls there yet."

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