00:00I think it's a vote of confidence of a strategy of a new CEO to reposition
00:21Barbary more as an inaccessible luxury brand or bridge to luxury and they also
00:28appreciate the new cost-cutting measure that he has announced to the market
00:49yeah the new CEO really is focusing on the core DNA of Burberry in being a
00:55British brand in being close to outerwear scarves what really create the success
01:01of Burberry in the past it's difficulty in this market environment to do a turn
01:08around but the company is showing some a green shot of the strategy
01:14they have clearly to work on their merchandising to succeed in repositioning all their offer in the three buckets that the CEO has proposed and they have to create a new product
01:22brand desirability because nowadays Burberry does is not top of mind for the majority of the consumer
01:26but they have to create brand desirability because nowadays Burberry does is not top of mind for the majority of the consumers
01:28they have to work on their merchandising to succeed in repositioning all their offer in the three buckets that the CEO has proposed and they have to create brand desirability
01:44brand desirability because nowadays Burberry does is not top of mind for the majority of the consumer they have really to come out with a crispy image well-defined and take the preference of today's consumer
01:58The US was seen as gold mine for all the luxury brand in the last part of last year and then things turn pretty fast and what is important is to think that the American consumer is very reactive and
02:27very reactive of changes of sentiment so if nowadays the tariff environment does not become this problem anymore the consumer the US consumer can become still an important driver of growth for the market
02:41regarding the exposure of Burberry to the US I believe that if they are able to regain desirability this crispy British image the US is one of the market in which they have to put their bets high to succeed
02:56We'll see you soon
03:26You
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