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Burberry must end emphasis on shock factor and focus on being loved again
New CEO needs to join dots between avant garde catwalk looks and what customers want from British group
Fickle consumers had grown tired of the cosy Burberry world that Bailey had built, and Tisci, who had enjoyed stellar success as a pioneer of luxury streetwear at Givenchy, believed he could bring the same magic to British shores. That the shake-up announced on Monday brings in Joshua Schulman – an alumnus of Coach and Michael Kors, the home of friendly-looking, accessible-level designer bags – as chief executive speaks to a change of direction. A trench with soft scallop edging, a rugged parka lined in a deep olive version of the Burberry check, a storm-collared leather jacket, are just three from a lineup of extremely desirable pieces in his most recent show.
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