Want to know what Christopher Bailey is? He's "a bridge to the Millennial customer," if you ask Burberry CEO Angela Ahrendts. As Burberry chief creative office, Bailey is - at least partially - in charge of helping his label attract Millennials, or customers born in the '80s who are now ages 18 to 28, very tech-savvy and used to having access to everything instantly.
"Attracting the Millennial customer to luxury started two years ago - I said that we can either get crushed or ride the greatest wave of our life," Ahrendts said. "We brought people on the team who were Millennials. I knew it was not my mother tongue - and I don't have time to learn it."
So does that explain Emma Watson's role as the face of the label? Adds Ahrendts: "She was 19. She is a Millennial. And it is all about attitude." So, teens and 20-somethings, get ready for Burberry to cater to you. Just don't expect Ahrendts to understand your language.