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Burberry chief creative and chief executive officer, Christopher Bailey, who was born in Halifax, said: “I am delighted that the next chapter of Burberry’s manufacturing story will be right here in Yorkshire.“Burberry is a proudly British brand and we are so excited that our plan for a new site in South Bank, Leeds, means that we will continue to produce our most iconic product – the trench coat – in this wonderful part of the country for many years to come.”Burberry said it expects tough market conditions to continue and that profit will come in towards the bottom of market forecasts in the year to March 2017.The group said that after successfully relaunching its trench coat and scarves its next focus will be bags, a category which is growing faster than clothing and an area of weakness for Burberry compared with its peers.
For starters he reoriented and expanded the brand, introducing stylish, more avant-garde apparel and accessories, while reinforcing the company’s heritage as a maker of quality outerwear.
This will allow me to remain fully involved in setting the creative direction and vision for the brand."Christopher Bailey, the creative force responsible for Burberry's aesthetic - and digital - overhaul since he started at the company in May 2001, has just landed a major new role.
But don't worry, the designer's not going anywhere.
The group, which is led by Christopher Bailey, who was born in Halifax, hopes to make cost savings of £100m by overhauling its operations as it struggles to cope with a reduction in the number of Chinese tourists visiting its stores in Europe and weak demand in Hong Kong.Burberry’s finance director Carol Fairweather said the cuts will result in a reduction in the group’s headcount, but said there were no plans to announce how many jobs will be lost for the time being.It is unlikely that the skilled workers who stitch 5,000 heritage trench coats a week at Burberry’s factory in Castleford will be affected as their jobs are vital to Burberry’s success.
Their stitching skills take a year to hone and Burberry is hoping to persuade its 800 workers in Castleford and Keighley, where the gabardine fabric is woven, to move to a new state-of-the-art manufacturing and weaving facility in Leeds.
By marrying that new identity with digital savvy, Bailey and then-CEO Rose Marie Bravo (succeeded by Angela Ahrendts in 2006) projected Burberry into the 21st century, making it one of the big commercial success stories of the past decade.
Burberry was among the first fashion companies to harness the power of social media, and the first to live-stream its runway shows.
Christopher Bailey (born 1971) is the Chief Creative and chief executive officer of Burberry, and is responsible for creating and delivering the company's global vision and business strategy, including overseeing collections, brand imagery, product design, creative marketing, architecture, consumer technology and digital innovation.
He took up the role of Chief Creative and chief executive officer on , following the departure of former CEO Angela Ahrendts.
Burberry is spending over £50m on the new facility, situated on the South Bank of Leeds, which will employ more than 1,000 people when it is completed in 2019.
The new site will offer increased capacity for trench coat production, more sustainable and efficient ways of manufacturing and the potential to produce other coats and outerwear.
Bailey is credited with transforming the fortunes of the company, turning it into the luxury industry's digital leader and overseeing a reinvigoration of the company's design.