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Burberry: Victim of Price, Perception, or Plunge?

Parul Sinha, Sujit Singh, Rajkumari Mittal, Smita Dayal

Product #:W41508
Supplier:Ivey
Discipline:Marketing, Operations Management
Setting:United Kingdom, 2024
Details:Case (PDF) • 16 pages • 2025-03-03

Subjects:

Brand managementPersonal brandSales and marketingBusiness managementMarketingOperations and supply chain management

Industries:

Utilities sector

Geography:

United KingdomEurope
Your Price:$9.71

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Burberry Group plc (Burberry), the 169-year-old luxury British brand, reported a major fall in its brand value and profits amid a slowdown in demand for luxury goods in Asia and the United States. Other luxury brands also reported slowdowns, but Burberry was facing the worst of it. In July 2018 the company made headlines for burning its unsold inventory, the start of one of Burberry’s most difficult periods. The fashion house tried to regain its place in the luxury market, but to no avail. Its efforts brought no favourable impact to the Burberry brand, while its competitors managed to outperform and withstand the storm. What was Burberry doing wrong?

Learning Objectives

This case is suitable for marketing strategy and brand management courses at the postgraduate or executive level. The case provides an opportunity for students to perform a retrospective analysis of a luxury brand compared to its competitors. The case examines various topics and theories, exploring dimensions of a luxury brand’s personality and analyzing its responsibility agenda for attaining sustainability. After working through the case and assignment questions, students will be able to do the following:
  • Perform a retrospective analysis of a luxury brand from the perspectives of stakeholders, strategy, and trends.
  • Identify the various dimensions of a luxury brand’s personality and highlight how a brand steers its distinct positioning in the industry.
  • Analyze a luxury brand’s responsibility agenda in the context of revaluing and reducing waste to attain sustainability.
  • Evaluate a luxury brand’s strategic options to restore its position as a leading luxury brand.
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Case Study: Burberry: Victim of Price, Perception, or Plunge? (English version) | Ivey Publishing