This Case is about MANUFACTURING
PUBLICATION DATE: January 09, 2015 PRODUCT #: 515054-HCB-ENG
In the month of February 2014, the CEO of the Burberry Angela Ahrendts is preparing to give the reins of the English luxury fashion organization to chief creative officer Christopher Bailey. Under Bailey’s and Ahrendts partnership, in place since 2006, Burberry’s sales have tripled to more than two billion English pounds, and operating profits have more than doubled.
Ahrendts has led Burberry to be a brand that positions itself in the market as extravagance and with a powerful international and digital footprint. Yet the direction change is met with disbelief. Is the present strategy additionally the right one for the future of Burberry, and can Bailey continue the transformation of Burberry?