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Speaker 1: You've taken over a Bond Street Burbery Street station. Is

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Speaker 1: this a commitment to the U game? Yeah?

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Speaker 2: Absolutely, Well we've communicated that for us, we're going to

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Speaker 2: really anchor ourselves in London. We're a great British brand,

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Speaker 2: so we're going to celebrate that a lot more. And

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Speaker 2: first day of London Fashion Week, what better way to

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Speaker 2: take over one of our most famous tube stations Burberry Street.

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Speaker 2: That was Bond Street. So a great initiative, and we've

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Speaker 2: got many many things going on around the Capitol, so

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Speaker 2: I think everybody would be very aware that we've got

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Speaker 2: to show on Monday. So it's super exciting.

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Speaker 1: And is this to get closer to your customer and consumer?

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Speaker 2: Yeah, Well, we now have a new creative director, Daniel Lee,

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Speaker 2: who I believe is one of the biggest talents creative

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Speaker 2: talents of our generation. So we're extremely lufty to have

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Speaker 2: him and he's very aligned with my vision that, you know,

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Speaker 2: we need to celebrate being British. So I think it's

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Speaker 2: a good opportunity for us to really start talking in

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Speaker 2: a lot louder way in our home market. And then

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Speaker 2: next month we move on to Seoul. We're doing a

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Speaker 2: very similar activation in Seoul and then after that Shanghai

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Speaker 2: and then back to New York, so it's a big

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Speaker 2: multi city activation.

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Speaker 1: How's business in the UK doing business.

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Speaker 2: In the obviously it's our market. So we've just opened

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Speaker 2: our fourth store in London. We just renovated our store

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Speaker 2: in Bond Street, which is fantastic, super exciting, and yeah,

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Speaker 2: we're very positive.

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Speaker 1: Your chairman has had a go at the government for

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Speaker 1: actually not helping luxury companies or retail companies out more

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Speaker 1: with v AT reforms. Are you missing out?

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Speaker 2: Well, we're not missing out. I mean overall globally, our

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Speaker 2: tourist seals have obviously been increasing in the last couple

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Speaker 2: of years, which is a positive, so that's a good trend. Unfortunately,

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Speaker 2: there is a gap between our tourist spend growth in

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Speaker 2: mainland Europe versus the UK, which is disappointing, especially as

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Speaker 2: it's our home market. So we'll keep communicating that. We

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Speaker 2: think probably post brexit it kind of it would have

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Speaker 2: been an opportunity. It would have been an opportunity to

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Speaker 2: bring more tourists in, so we hope that sometimes seeing

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Speaker 2: things would change.

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Speaker 1: Will the government listen, I hope so?

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Speaker 2: Well, Can we keep talking it's not just us as well,

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Speaker 2: and I think you know, there is a big movement

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Speaker 2: to keep communicating about about the frustration of it. But

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Speaker 2: we're also concentrating on celebrating our brand here in London

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Speaker 2: Fashion Week as well. So still nots to do, John.

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Speaker 1: Are you missing the Chinese tourists in London or are

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Speaker 1: they spending elsewhere? Or is it really a loss of revenue?

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Speaker 2: I wouldn't say we're missing then, you know, as I said,

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Speaker 2: generally our tourists growth has been impressive globally, so it's

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Speaker 2: just spreading around globally, so you know, even into the

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Speaker 2: UK as well.

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Speaker 1: So when you look at pockets and growth, what are

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Speaker 1: you doing especially well?

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Speaker 2: Like regionally? Regionally well, we our quarter one results that

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Speaker 2: we have we communicated in May we showed good, good

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Speaker 2: growth in Europe, so Europe has been strong, also very

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Speaker 2: positive in Southeast Asia, APAC and China.

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Speaker 1: And how's that Daniel Lee going sorry has a new

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Speaker 1: creative director of sales are amazing.

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Speaker 2: Yes, So I think Daniel has this incredible talent for accessories,

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Speaker 2: so I think he's probably in my opinion, he's one

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Speaker 2: of the best creative directors that has an incredible lens

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Speaker 2: on acceteries and for us, we also think it's a

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Speaker 2: big growth area for Birbery and we've now actually literally

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Speaker 2: last week, we've gone live with Daniel's products into our

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Speaker 2: stores and super super exciting and it's really great when

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Speaker 2: you see the teams and the customers really appreciating the

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Speaker 2: work that he's done. So we believe we've got a

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Speaker 2: big opportunity in acceteries, especially as obviously we have a

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Speaker 2: big strength and ready to wear as well, so it's good.

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Speaker 1: How do you explain this move to quiet luxury.

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Speaker 2: It's definitely a trend, and I think that's a positive trend.

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Speaker 2: I think obviously logos and branding is always going to

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Speaker 2: be really important for us. We have an icon in

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Speaker 2: a check as well, so Daniel really believes that the

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Speaker 2: check is something that we can be a lot more

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Speaker 2: playful with, not just in our Nova check beige color,

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Speaker 2: but he's actually embraced it in other colors and we

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Speaker 2: call this blue our Night's blue as well, So I

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Speaker 2: think and Daniel naturally as and as a house, you know,

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Speaker 2: I think Burberry is quite an understated brand, but there

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Speaker 2: is a clear trend for things being less rounded and

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Speaker 2: more sophisticated, and I think that also plays to Berbery's

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Speaker 2: strengths as well.

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Speaker 1: When you'll get your supply chain or where things are made,

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Speaker 1: do you think you know a maide in India or

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Speaker 1: made in elsewhere will always have at some point have

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Speaker 1: that the luxury appeal that made in Italy your maiden

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Speaker 1: Plants has or made in the UK.

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Speaker 2: I think customers look for, ultimately the quality of the product,

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Speaker 2: and for us, we're bringing a lot more of our

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Speaker 2: production into Europe actually particularly into Italy, so we're bringing

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Speaker 2: it more near shore than perhaps we were previously. But

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Speaker 2: you know, I think the most important thing is the

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Speaker 2: quality of the product, and you know, some things you

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Speaker 2: can get made better in some countries versus others.

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Speaker 1: So what are you what's your biggest challenge in the

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Speaker 1: next twelve months.

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Speaker 2: The biggest challenge is we're on a big elevation journey

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Speaker 2: here at Berbury, which is super exciting and I think

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Speaker 2: it's definitely our moment. I think it's a market share

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Speaker 2: for Burbury to have, but that means really for us,

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Speaker 2: it's going to be about attracting a bigger luxury customer

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Speaker 2: into the brand, particularly for categories like accessories. So we're

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Speaker 2: really focusing on the execution of our strategy and but

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Speaker 2: really confident that you know, people are really appreciating and

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Speaker 2: seeing what we're doing and doing activations like this as well.

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Speaker 2: I think people are it brings an element of surprise

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Speaker 2: and they'll be coming into our stores, I'm sure. We

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Speaker 2: also refreshed our website as well as to kind of

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Speaker 2: anchor into this new brand image and a setic that

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Speaker 2: we have, and we launched that last week and also

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Speaker 2: had a big increasing traffic to our site since that

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Speaker 2: was done as well.

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Speaker 1: So in terms of execution, is it going higher end

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Speaker 1: or a higher net worth.

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Speaker 2: Ms WELLERB is a very democratic brand, but we do

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Speaker 2: feel that we can play a lot more into that

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Speaker 2: luxury space and that means an elevation into certain categories.

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Speaker 2: Particularly for us, we felt, I mean, as you know,

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Speaker 2: you know, we have probably the most luxury iconic trench

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Speaker 2: that we have that you know has been around for

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Speaker 2: many many years, and that is a true luxury product's

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Speaker 2: handmade in the UK. It's really the ultimate in rainwear.

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Speaker 2: So we already have good luxury product our customer scars,

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Speaker 2: but we feel we can play more into that accessory

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Speaker 2: space and other ready to wear categories.

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Speaker 1: And how's demanded in China going good?

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Speaker 2: Yeah, very positive. Yeah, we know, we're really pleased. I

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Speaker 2: think it's been great to have China back opened, and

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Speaker 2: during that period we were able to refurbish and refresh

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Speaker 2: a number of our stores. And again there's a huge

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Speaker 2: awareness of Daniel AND's talent. The Chinese customers really sophisticated.

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Speaker 2: They know their brands, they know their designers, so they're

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Speaker 2: also super excited about what's coming into the stores.

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Speaker 1: Jonathan, thank you so much for your time. Thanks Fantasy