“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.
Keywords
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
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited