Burberry: Victim of Price, Perception, or Plunge?
商品編號：W41508
出版日期：2025/03/03
再版日期：
商品來源：
商品主題：Marketing; Operations Management
商品類型：Case (Pub Mat)
涵蓋議題：brand management;responsibility agenda;luxury brand;brand personality
難易度：5 - MBA/Postgraduate
內容長度：16 頁
地域：United Kingdom
產業：Utilities
事件年度：2024
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?
教學手冊：Burberry: Victim of Price, Perception, or Plunge? - Teaching Note
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