Burberry's Bailey Embraces Smartphone Accessibility

The video discusses the evolution of fashion show formats, emphasizing the shift from traditional industry-focused events to more consumer-inclusive experiences. Christopher Bailey, CEO and Chief Creative Officer, highlights the role of social media in this transformation, allowing global audiences to engage with shows in real-time. The conversation touches on the challenges of maintaining relevance in a global market with diverse climates and consumer expectations. Bailey stresses the importance of storytelling and creativity in connecting with audiences worldwide, while also addressing the need for common sense in designing collections that resonate with different regions.

In what ways does the CEO find the current consumer behavior confusing?

What does the CEO believe is necessary for showing collections to consumers?