Product details

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Abstract

Burberry Group Plc (Burberry) was founded by 21-year-old, draper apprentice named Thomas Burberry in 1856. Over the years, Burberry became famous for its popular camel check prints but soon faced brand image deterioration due to counterfeits. The company undertook various measures to overcome the problem, including the infusion of various new marketing and business ideas. Although Burberry attempted to entice customers, the company reported a decrease in the number of Chinese tourists visiting stores in Europe and also the weak demand in Hong Kong. To revive the sales, Burberry initiated rebranding strategies, and made changes in the management by bringing in Marco Gobbetti as the new CEO and Riccardo Tisci as the new CCO in March 2018 to deal with the challenging external environment. In this backdrop, it remained to be seen, whether the rebranding plans of Burberry would help the brand to revive sales in the coming years.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured company

Burberry Group PLC
Employees:
5001-10000
Type:
Public company
Industry:
Fashion

About

Abstract

Burberry Group Plc (Burberry) was founded by 21-year-old, draper apprentice named Thomas Burberry in 1856. Over the years, Burberry became famous for its popular camel check prints but soon faced brand image deterioration due to counterfeits. The company undertook various measures to overcome the problem, including the infusion of various new marketing and business ideas. Although Burberry attempted to entice customers, the company reported a decrease in the number of Chinese tourists visiting stores in Europe and also the weak demand in Hong Kong. To revive the sales, Burberry initiated rebranding strategies, and made changes in the management by bringing in Marco Gobbetti as the new CEO and Riccardo Tisci as the new CCO in March 2018 to deal with the challenging external environment. In this backdrop, it remained to be seen, whether the rebranding plans of Burberry would help the brand to revive sales in the coming years.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2019.

Geographical setting

Region:
World/global

Featured company

Burberry Group PLC
Employees:
5001-10000
Type:
Public company
Industry:
Fashion

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