Trends in the Retail Industry: A Case Study of Burberry

Inquiry Report

TABLE OF CONTENTS
INTRODUCTION...............................................................................................................4
BACKGROUND.................................................................................................................4
Sustainable fashion........................................................................................................4
Customer centricity........................................................................................................4
Covid-19 and Brexit........................................................................................................4
ANALYSIS.........................................................................................................................4
SWOT analysis..............................................................................................................4
PESTEL analysis...........................................................................................................4
CONCLUSION AND RECOMENDATIONS......................................................................4
APPENDIX.........................................................................................................................4
REFERENCES..................................................................................................................5
Books and Journals........................................................................................................5

INTRODUCTION
Burberry is a British fashion brand. The company has its headquarters in London,
England. They work as a luxury fashion house and designs and distributes clothing,
leather goods, accessories, fragrances and many more items related to this (HU, and
XIANG, 2019). They have moved to a high fashion market and introduced their own
kind of fabric exclusively for their brand. This report deals with some of the current
trends in the retail industry. There is an analysis done on the business model of the
company and their performance.
BACKGROUND
Sustainable fashion
British luxury brand Burberry is a part of sustainable luxury movement. The
fashion companies are launching new products which meet the criteria for sustainability
requirements. They are launching some new products which does not harm any form of
natural resources. This makes a great goal for the fashion industry. They have
introduced an environmental friendly collection which had its sole focus on the
implementing circular economy (Bae, 2019). These clothes were made from a special
innovative fabric known as Econyl, which made a sustainable way for designing and
producing. Econyl is a sustainable nylon material made after recycling the fishing nets
and industrial plastics. Fashion products made from the sustainable way are becoming
fashion classic while giving a new approach into the sustainable industry.
In addition to this many companies are producing fur by reusing leather scraps
with full support from the company and the development of sustainable materials.
Burberry has put its focus on positioning itself as a sustainable and environmental
friendly brand. Many companies used to burn all the products which are left to avoid
selling them below their value. This made many people boycott against these
companies as they were destroying some of the important resources. After this many
fashion retail companies then started to donate what is left or to recycle them into
creating some other things. The company has also started a zero waste idea into the
industry which asks for packaging in the recyclable or biodegradable way.