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Burberry's New Challenges

Reference: IVEY-9B17A014-E
Year: 2014
Number of pages: 23
Geographic Setting: United Kingdom
Publication Date: Mar 16, 2017
Fecha de edición: Jul 15, 2019
Source: Ivey Business School (Canada)
Type of Document: Case
Industry Setting: Retail Trade;

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Description

In 2014, Burberry’s new chief executive officer was facing a changing environment and digital disruption in the luxury fashion industry. The Burberry brand image had improved considerably over the past decade. However, several changes within the fashion w

Learning Objective

This case is suitable for courses dealing with strategic challenges affecting firms in the luxury fashion industry. After completion of this case, students will be able to ·discuss a luxury firm’s brand image; ·discuss brand positioning in the luxury

Keywords

Digital disruption Fashion Luxury