Craig Crawford
Ex Burberry VP who puts the sparkle into fashiontech
Responsible for creating and executing the world's most aspirational digital fashion at Burberry, Craig Crawford knows how technology can transform a luxury brand like no-one else.
As VP IT Strategy & Relationships working alongside Angela Ahrendts, Craig set the standard that fashion brands dream of being able to reach.
Black Neon Digital's founder, Jodi, has had the pleasure of working with Craig on numerous occasions. Working on collaborative project with Novastone & Proximity Insight we launched (at Salesforce's Dreamforce Event) the world’s first mobile messaging app that used iBeacon (location based) technology and CRM data to offer customers a unique in-store experience.
In our first ever podcast we talk to Craig about; working with Angela Ahrendts at Burberry, the emotional experience of luxury retail, and the brands and organisations Craig works with including MatchesFashion.com and Jaeger.
CRAIG CRAWFORD at home in london by bec o’connor for black neon digital
“It wasn’t like we had a game plan in the beginning, because we had really smart people working (at Burberry) and we were empowered to make that change. And everything was tied back into the brand’s strategic initiatives and heritage….First you need to know who you are then decide where you’re heading.”
“Luxury to me is something that doesn’t necessarily have to be rare, but I want to feel pampered, I want to feel special, I want to understand what I’m buying. ”
photos by bec o'conner for black neon digital
podcast recorded at craig's home in south west london
in our next podcast we speak to Vicky Lew, and discover how she built her luxury jewellery brand with the help of central st martins, cartier & swarovski
08.06.2017
