Bits of Burberry

BoF: Are millennials the customers of the future?

AA: It’s a great question. Eight years ago we targeted the millennial consumer, because that was the white space we needed to play in because our peers didn’t. We knew that was the customer coming out of these high-growth emerging markets.

There are going to be seven billion smartphones in everybody’s hands in the next five years. Now, everybody is a digital customer, so doing things digitally is no longer a niche [play]. Doing things digitally is how the entire world communicates.

That’s our language today. Digital is not an afterthought. Our design teams design for a landing page and the landing page dictates what the store windows will look like, not the other way round. In creative media, they’re shooting for digital, then we are turning it back to physical.

I talk to these outdoor companies and we get some amazing deals. They’ve invested in thousands of digital screens but everybody is still giving them still images. It drives them crazy.

Great companies need to move as fast as the consumers are moving. Look at Samsung. Look at Apple. Look at what is happening in this whole world. The brand has to look cool on every device.

BoF: How are smartphones driving your strategy?

AA: None of us go anywhere without them and organisations have to keep evolving. Sometimes what [investors] don’t like is the expense structure. Look at the number of new departments that we have had to create in the last three years alone. You can farm a lot of it out, but you’re going to pay three times the amount, or it’s going to take you three times longer.

So, if we all agree none of us are getting rid of [mobile] and it’s only going to get better and better, how do I make sure there is a team in house that can take every bit of our content and make sure it’s perfect and relevant and for where mobile is going. There are companies that still do everything for print. We were doing everything for desktop, but now let’s do everything for mobile and then take it back to desktop.

BoF: Is that is what’s happening now?

AA: That’s what is happening right now. We have a huge team, we have a mobile director, we have a mobile team in the creative department, a whole mobile team in the tech department, because we know this is where it’s going.

All you have to do is look at your own behavior and how you want to shop. How many times do you go on Google? So what’s our Google strategy? What’s our YouTube strategy? What’s our Facebook strategy? Wherever the consumer is going, we have to have a strategy, for every consumer across every one of those devices, platforms and channels.


FULL READ: http://www.businessoffashion.com/2013/09/burberry-angela-ahrendts.html

Photos

Not joking, I live at PLATOON.

for the sake of it. it, being this blog.

nails to be done in 2 days.

I liked her.
She had this character.
(hand gestures)
(shifty eyes)
(awkward smile)
she was one of those them you know?
(empty stare)
but she wasn't charming.


///CUT.

Another Excerpt

BGM: L'Amour Stories by DEERHOOF

I had a dream – and it wasn’t about going somewhere. It was a dream about already being there; that “somewhere.”
I never saw myself, but I saw my hands and feet. They were connected to all the right limbs and I felt light weight; I was ready to fly!
Holding on to a heavy camel envelope, it was my portfolio of my pop-up stores – including a Candy Crush pop up store; now that one was brilliantly sleek with white curvy walls and large-size blow up candies with the special candies from the game being even larger! It was a large selection of print outs of all the ones I did and I was bringing it to the newly upgraded office of University of British Columbia’s to see the dean. Turns out, my uncle is the newly appointed head of I-don’t-even-know-what and there were all these kids in the lobby for a more “human” and “nice” effect apparently. Oh, so in this future, kids are merely accessories. Nice. I love this world.
And as soon as I opened the doors to the dean’s office, things spiraled out of control and I couldn’t handle the air pressure. I couldn’t breathe. The chaos continued and I saw my portfolio of pop-up stores and my coworkers’ faces fly into the air, the world flipped and gravity – what is gravity? French, German, and Russian lyrics floated in the air and I snapped my hands at them trying to get them away. They came at me in subtitles like a rope, trying to tie me down. Snap, slap, snap, slap.
Snap.
Slap.
Fuck.

With colleagues + photographer Kim Jungman during the Eyes of Vega exhibition at PLATOON. 

Beck + Lincoln + David Bowie

brand marketing.

to sell more cars.

R3SP3KT

@rachelchungg

@iampurpose

People at work lookin' down on BEYONCE no no nononononononononono

So there were shots of Rihanna by Terry Richardson, like, not kidding, like EVERYWHERE on the world wide web. But she's of no match with BEYONCE.

People at work were looking down on Beyonce, and then I got fired up and started looking for her old pics.

She's the goddess.

Korean men don't know them women.

Imma gonna sip on ma ginger aleeeee~~~~~

 

such personal k-times

Honestly speaking, there's not much happening in Seoul in my personal bubble, however, I don't know why I'm always out of time. I have a really different set of priorities in Seoul and I think it's deteriorating me bit by bit. But I'm growing.
And now, I am obviously not making any sense by contradicting myself.

Just look at some pics okay?

BGM: 서울은 흐림 (cloudy seoul) by 못 (Mot)

peace out

Excerpt from Somewhere

"And so she sauntered out of the house, battered. Emotionally battered.

She yelled on top of her lungs words that never should have been invented.

Everyday and every morning and every night and every early evenings and even the fucking afternoon’s were the same.

And she whored her ideals for her reality.

Her love for ambition,

Her smiles for wrinkles,

Her trust for assassination,

Her realness for lies,

Her insights for empty words.

She needed to escape and she needed a partner-in-crime, a friend, a bank account, a functioning brain, wisdom and momentum. She needed a start to start the inertia.

And so she sauntered out of the house, never looking back.

Cursing herself and cursing her past and cursing whatever hope and belief she had put on herself. Cursing everybody who had believed in her and cursing the world in a whirlwind of angst that one can never imagine – trust me, her angst was worse than Holden’s.

She lay on the small street outside her front door, praying for a grizzly bear to come nuzzle her life out of her below-average body. But God wasn’t on her side and no grizzly bears came to eat her up. God watched her cry on the asphalt and for a dramatic effect, turned her tears to neon blue, complete with visual mapping. Seeing the transformation of her tears’ color, she popped up and stood erect and thought, ‘Scrumptious.’"