Yes! Could'nt agree more. A few weeks ago, I commented on an article that stated that Burberry should move upwards. But this would be a fatal mistake. In fashion, with its size - there is no space for a more luxurious #brand anymore. And yes, the brand needs an injection of fresh creative energy. I have a huge respect for Christopher #Bailey to open up & collaborate with talents such as #Rubchinsky - many would probably do the exact opposite. But it also shows how short cycles are: didn't we just celebrate Burberry's successful #transformation, from an all too conservative, boring brand to a young & digitally-savvy leader that resonates with millenials? Wasn't the Burberry store a benchmark for how you can attract traffic and utilize music&media for experiential store environments? The learning is simple. In the fashion industry the most important core competency for the future is perpetual re-invention. Forget about continuous change. Not enough. The millenial generation with their 7 seconds-digital-attention-span expects more. You better deliver or they move on to the next brand experience. Let's see what this will mean for brands like #Armani, whose strengths has been to never really change.

https://www.businessoffashion.com/articles/opinion/op-ed-bring-back-the-burberry-check