Company name: Burberry Group Plc
Brand value: US$4,698 million
Change since 2018: 5%
Headquarter city: London
Year formed: 1856
Under new Chief Creative Officer Ricardo Tisci, Burberry continues to invest heavily in digital innovation to keep this heritage fashion brand up to date. He has introduced a new logo and successful monthly digital product debuts, called B Series, on WeChat, Line and Kakao across the Far East, a region of increasing focus for the brand. The brand, best known for its trench coats and signature check lining, retains a reputation for quality, design and craftsmanship. Burberry is sold in 50 countries around the world. Celebrities have featured heavily in Burberry advertising for many years; British model Kate Moss has had a long association with Burberry, and Iris Law, Zhou Dongyu, Lily James and Matt Smith have been recent ambassadors. In 2018, Burberry faced a wave of criticism over its policy of burning unsold clothing to prevent distribution through informal channels, and has now stopped the practice.