Burberry in the Global Market: Adapting to Environmental Changes

This report assesses the impact of the global business environment on the retail fashion industry, specifically focusing on Burberry, a luxury fashion brand from the UK. It highlights the various changes in environment protection, climate, finances, technology, modern trends, and customer expectations that affect Burberry's operations. The report emphasizes that Burberry needs to adapt to different market environments and legal policies, deliver products through new modes, and establish innovation by re-developing its strategies. It also identifies key drivers of change such as technology, globalization, and demographics, and describes Burberry's responses to these drivers, including its digital sales presence and adaptation to diverse customer demands and cultural contexts. The report concludes that the global business environment significantly affects the functioning of the retail fashion industry, requiring companies like Burberry to make vital decisions to remain competitive in the global market.

Global business
environment

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
How change impact on Burberry............................................................................................3
Driver of change ....................................................................................................................3
CONCLUSION ...............................................................................................................................4
REFERENCE...................................................................................................................................5

INTRODUCTION
This report aims to ascertain the impact of global business environment for retail fashion
industry. A business works under large environment which include both internal and external
factors (Kokodey, Gnezdova, and Lomachenko, 2018). There are many changes which seen in
modern trends, technology and customer expectation. So, retail industry have to cope up with all
these changes. Therefore, this report is going to analyse how these global environment impact
on Burberry, a luxurious fashion brand of UK.
MAIN BODY
How change impact on Burberry
The global environment consist many changes in environment protection, climate,
finances and technology. The changes include modern ways of performing operations, follow
trends and culture, adopting technological up gradation and many more. Burberry is reputed
fashion retailer firm of UK which has its global presence. They need to provide products as per
different market environment and adopt their legal policies (Tallman, Luo, and Buckley, 2018).
The change is required in organisation to deliver products through new modes and establishing
innovation. This require a whole new planning and re-development of strategy. Therefore,
Burberry mainly deals in luxurious clothing which is not affordable by all the income group in
economy. So, economic and social factors in business environment affect Burberry to make
change in their operations. However, technological change has great impact on Burberry as they
are 24/7 available for customer service and enable product reach through social media
platforms.
Driver of change
Change is something which is required to come up with something new and innovative
into organisation. It eliminate old ways or methods in order to bring effective change in
technology and products delivery (Akhtar, and Sushil, 2018). There are many drivers who focus

on bringing these changes to survive in global business environment. These drivers and their
response from Burberry are described below:
Technology: It is the major driver of change which impact on the organisation.
Technology brings new and innovative ways to provide product and service across large
customers. Burberry respond positively to these change as they have website and great social
media reach which enable digital sales.
Globalisation: The business environment is affected with the need of globalisation. It
require need for expansion and take effective measures while functioning in global market.
Demand for new labours, communication network and ever changing customer demands impact
on Burberry global presence.
Demographics: This is also a driver for change which force the organisation to maker
strategy as per people rights and equality(Xie, and Redding, 2018). Burberry has positive
impact of this drier as they deal in wide number of products as per the regions, age, custom and
culture of society.
CONCLUSION
The report has concluded that, global business environment affects the functioning of
retail fashion industry. This industry requires to follow many trends in changing fashion,
customer behaviour, technology and many others. These impact upon the industry to take vital
decisions. Some of key drivers of change are technology, demographics and globalisation that
helps in bringing change in large global market.

REFERENCE
Book and journal
Kokodey, T., Gnezdova, I. and Lomachenko, T., 2018, October. Modeling the global business
environment based on polycyclic theory. In The International Science and Technology
Conference" FarEastСon" (pp. 487-499). Springer, Cham.
Tallman, S., Luo, Y. and Buckley, P.J., 2018. Business models in global competition. Global
Strategy Journal, 8(4), pp.517-535.
Xie, E. and Redding, K.S., 2018. State-owned enterprises in the contemporary global business
scenario: Introduction. International Journal of Public Sector Management.
Akhtar, M. and Sushil, S., 2018. Strategic performance management system in uncertain
business environment: An empirical study of the Indian oil industry. Business Process
Management Journal.