“Bravo” for Burberry: From bust to boom – creating a luxury fashion brand

Abstract

Purpose

To provide a concise briefing on the most topical issues and relevant implications from the top 400 management publications in the world.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the argument in context.

Findings

The article employs a readable style, and although it focuses on the case study of Burberry, the approaches discussed could be used by any flailing company wishing to rebrand. Those involved with marketing or high level management, particularly in fashion, will find the article useful and easy to digest.

Originality/value

Provides implementable strategies and practical thinking that has influenced some of the world's leading organizations.

Citation

(2005), "“Bravo” for Burberry: From bust to boom – creating a luxury fashion brand", Strategic Direction, Vol. 21 No. 1, pp. 22-24. https://doi.org/10.1108/02580540510571719