He's best friends with the Beckhams, has an eye for the next big supermodel
and is the nicest man in fashion: How Christopher Bailey made Burberry the
coolest (and most lucrative) brand on the planet
On Thursday night, the great and good of fashion and showbiz gathered to help
one man celebrate the launch of his new shop.
But this was no ordinary shop - this was Burberry Chief Creative and chief
executive officer Christopher Bailey's new Beverley Hills flagship.
Over 700 guests, including superstars Cara Delevingne, Suki Waterhouse, Mila
Kunis, Elton John, Rosie Huntington-Whiteley, Anna Wintour and the entire
Beckham brood, turned out to support their pal Christopher at the London in Los
Angeles event at Griffith Observatory.
So how does one man have so many A-list friends? And how did he turn Burberry
into the world's coolest brand, notching sales for the six months to April up to
£1.42bn? An ability to reinvent trends, an eye for the hottest talent and the
most charming demeanour; that's how.
Christopher Bailey's meteoric rise through the ranks at Burberry hit new
heights after the Yorkshire-born designer was named CEO at just 42-years-old
back in October 2013.
The designer had been a key part of Burberry's creative team since he joined
the label as creative director in 2001, and took the reins as chief creative
officer in 2009.
In a statement released by the brand, Bailey described himself as 'humbled'
after being offered the role, which he took up in mid-2014 when current CEO
Angela Ahrendts departed for Apple.
During his tenure at the brand, Bailey has made Burberry one of the most
influential labels in the world thanks to his uncanny knack for knowing what
women want before they know themselves.
Since becoming creative director in 2001 after a stint at Gucci, the label
has gone from strength to strength, but that hasn't stopped Bailey from taking
time out to encourage up-and-coming talent from making the most of their
skills.
Along with mentoring fashion students from the University of Huddersfield and
the Royal College of Art, Bailey and Ahrendts together launched the Burberry
Foundation - a project that encourages young people around the world to realise
their potential through creativity.
At every show, he calls on fledgling musicians to perform - and his alumni,
including Tom Odell, Paloma Faith and George Barnett, have all gone on to
greatness.
And then there's the models. Bailey snapped up Rosie Huntington-Whiteley,
Jourdan Dunn, Lily Donaldson, Cara Delevingne, Douglas Booth and Eddie Redmayne
before anyone else had clocked onto them.
He counts Sienna Miller, Suki Waterhouse, Naomi Campbell and Kate Moss among
his most recent clothes horses - and counting.
One of his biggest - and most talked-about - coups was snapping up Romeo
Beckham to front two of his campaigns.
Bailey is good friends with Romeo's mother, fellow designer Victoria, so
there's little wonder the pair were introduced.
Indeed, Romeo is one sixth of the UK's most famous family, so it's no
surprise that Romeo holds some pretty substantial pulling power.
In fact, thanks to his Burberry advert, sales of the brand's classic £1,500
trench coats shot up a substantial 10 per cent.
The fashion label credited the 12-year-old son of David and Victoria for its
rise in sales in the US, Europe and the Middle East after he starred in their
Christmas advert last year.
The advert, which was first released in November, was the first-ever
Christmas campaign for Burberry and starred Romeo alongside 50 dancers all clad
in the beige trench coats.
Such was his popularity in the film called From London With Love that it was
watched nine million times after being released.
Of course, Bailey has put his golden touch on the clothes, too.
This week it was revealed that sales of the brand's poncho carrying a
personal monogram and costing more than £1,000 have been central to a sales boom
at the very British prestige brand.

Image:
http://www.sheinbridaldress.co.uk/princess-wedding-dresses
The ponchos - together with heritage trench coats and scarves - have boosted
Burberry sales by 10 per cent over the winter.
The wool-and-cashmere designs, which were first modelled on the catwalk by
Cara Delevingne, were a huge success among celebrities before Christmas.
Famous names including Victoria Beckham, Rosie Huntington-Whiteley, Sienna
Miller and Sarah Jessica Parker were all seen sporting the ponchos, each
monogrammed with their initials.
The firm said its scarves and trench coats were a hit with customers and
‘investment and innovation in ponchos drove exceptional growth.
Chief financial officer, Carol Fairweather, described the impact of the
ponchos as ‘phenomenal’ and suggested new variants are in the pipeline adding:
‘There’s lots more to come from the poncho story.’
The British brand has become a global success with sales up 10 per cent for
the six months to the end of March compared to the year before, taking from up
to £1.42 billion.
Sales were particularly strong in the UK and Europe, not least because hordes
of tourists from China flocked here to buy designer clothes and bags.
Burberry saw ‘double digit’ sales growth in the United States and Europe and
trading was particularly buoyant in Britain, France and Italy, from both locals
and tourists.
Richard Hunter, of Hargreaves Lansdown Stockbrokers, said: ‘Burberry remains
in fashion following a trading update which underscores its ability to
capitalise on its chosen markets.
‘The overall picture is extremely healthy – the strength of the digital
contribution, particular product growth in the likes of the iconic trench coats
and scarves and pleasing performances from the Americas and most of Europe.
‘In addition, the company is well positioned for future, selective growth in
terms of both stores and lines, such as beauty.
‘It seems that everything about Burberry is premium – its brand, its products
and perhaps of late its share price – a 25 per cent increase over the last year
compares to a 7.5 per cent rise for the wider FTSE100.’
Burberry was founded in 1856 but has moved with the times under Bailey, who
understands how to use technology and social media to the brand's advantage.
The brand's flagship Regent Street store in London is case in point.
It's not just a place to shop but a hub of new technology with interactive
mirrors, concert-quality sound systems and giant screens streaming their catwalk
shows - as is the Burberry Beauty Box in Covent Garden.
Bailey also allows customers the chance to purchase items straight from the
runway at his shows, livestreams the events and this week launched a Snapchat
account, featuring surprise visits from members of the Burberry family including
Cara Delevingne, Naomi Campbell and Jourdan Dunn.
The platform revealed real-time content from the event on Thursday night,
including live arrivals on the red carpet and front row reactions.
Speaking to MailOnline, Bailey said: 'It's all about involving people around
the world and making them feel part of the experience - even if they can't be
there in person.
He said: 'It's about doing something that makes people smile, that makes
people want to engage, whether it's online, whether it's physical, whether it's
at the show like this.'
Christopher Bailey was born in West Yorkshire in 1971 to a carpenter father
and a mother who worked as a window dresser in Marks & Spencer.
Despite his country roots, fashion always called to Bailey and in 1994, he
graduated from the Royal College of Art in London.
His career began with a role at Donna Karan in New York but he moved on after
just two years, having been offered a senior role at Gucci.
After five years in the job, Burberry came calling with Bailey tasked with
turning the creative direction of the then ailing fashion house around.
Working closely with Angela Ahrendts, Bailey's vision struck a chord with
buyers, press and fashion fans alike and the brand has gone from strength to
strength during his tenure.
Awards for his work have ranged from an honorary doctorate from his alma
mater, London's Royal College of Art, to a prestigious CFDA gong in 2011.
In his role as Chief Creative and chief executive officer, a new title
created especially for him, Bailey is responsible for everything from the design
of Burberry collections and products to advertising, corporate art direction and
even architectural design.
If his success so far is anything to go by, it's going to be a very
triumphant future for the A-list-loved brand.
See more at:
bridesmaid
dresses