Emily Tan
Nov 2, 2011

Burberry creates global customer insight role following strong performance in China

LONDON - Burberry has appointed Steven Sacks to the newly created position of senior vice-president, customer insight. A corporate spokesperson told Campaign that the appointment underscored the importance of the China market to Burberry.

China accounted for 10 percent of Burberry's sales in 1H2011
China accounted for 10 percent of Burberry's sales in 1H2011

"Sacks' appointment shows the importance of the market for Burberry and their commitment to understanding and engaging with consumers in this market," said the spokesperson.

Since buying out its Chinese franchise partner in September 2010, China has become one of Burberry's main markets with sales rising 30 percent and revenues in the second quarter of 2011 at US$739 million — beating forecasts of US$715 million. 

Burberry currently operates 50 stores in China which accounted for 10 percent of the group's total sales in the first half of 2011. On the back of China's strong performance, the retailer forecasts that Asia could account for 50 percent of its sales in three years.

Sacks' appointment is expected to enlarge the luxury retailer's global retail footprint by engaging its online audiences. He is tasked with developing a dedicated team, systems and processes to develop insights that will create a platform from which to drive future growth across the company.

Prior to joining Burberry, Sacks was director of consumer strategy and insight at Lloyds Banking Group and oversaw its UK database of 20 million customers.

Burberry has also appointed John Douglas, formerly its CIO to the role of CTO, reporting to Burberry CEO Angela Ahrendts. The company said that this change was to reflect the central role technology will play in its corporate strategy.

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