Information Technology and Its Impact on Burberry's Fashion Business

This report provides an overview of how Information Technology (IT) is used in the fashion industry, with a specific focus on the luxury brand Burberry. It explores the application of IT in various aspects of the business, including product design, online sales, and marketing. The report highlights the importance of IT in improving business performance, data processing, and security. It delves into Burberry's use of advanced technologies such as Artificial Intelligence (AI), Blockchain, and Augmented Reality (AR) to automate business processes, enhance customer experience, and maintain a competitive edge. The report also discusses the industry profile of Burberry, its products, and its strategies for adapting to changing market trends and customer preferences. The study emphasizes the significance of technology in streamlining operations, personalizing customer experiences, and ensuring product authenticity and ethical standards within the fashion industry. The report also covers the application of technologies like AI for forecasting, AR for virtual try-ons, and Blockchain for supply chain management.

Managing Information and
Technology

Executive Summery
Through this given report the knowledge of Information technology and information is provided
related to the information technology which is consists of the development of computer system,
maintenance of the computer devices, software improvement and network handling to process
and distribute the information and data. This report covered the further points to explain the use
of information technology in the business of the fashion industry. The information technology is
now using world-widely to improve the performance of the business of the organizations.
Information technology is now used in all most fields to improve the data and information
processing is explained in the report. Data and information processing using the I.T. Is secure,
faster, reliable, this makes it more important for the business. This report gaves the study of
fashion brand Burberry and use of information technology and how it plays a major role in
designing of the fashion products and online sales and marketing of the products. This study
explains the way through the information technology use of computers is increased in the fashion
brands like Burberry. For the designing of the product like garments, sunglasses, carry bags, foot
wear and watches becomes easier. The information has been provided through this report
explains how the information Technology helps to design the product by providing the 3D
imaging and lead to enhance designing process. The report explains the different information
technologies to improve the different process of Burberry. This report has provided the
information about information technology used by the Burberry which are AI, Blockchain and
Argumented Reality in fashion industry.

Table of Contents
INDUSTRY PROFILE OF ONE ORGANISATION ....................................................................1
DIFFERENT ADVANCED TECHNOLOGIES USED FOR AUTOMATISE BUSINESS
PROCESS AND THEIR IMPORTANCE TO ORGANISATIONS...............................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INDUSTRY PROFILE OF ONE ORGANISATION
Over the last recent years, the fashion enterprise has felt the equal reductions in their
revenue just like the other retail industries. However, unlike other industries, there had been
vivid wallet for fashion industries. Apparel brands, especially those with trendy styles or direct-
to-purchaser models, that have been able to speedy innovate to meet patron expectations are
succeeded (Schwalbe.2015).
Moreover, popular brands like H&M, Zara, and ASOS have captured the fashion industry
by fulfilling the customer needs on fashion garb and add-ons for a lower charge. However, today
fashion industry is focusing more on using innovation technology to remain competitive with
clients who expect modern inventory. Thus, by increasing skilfulness and productiveness inside
inventory control and supply chain have become a primary awareness area for a lot of fashion
and clothing customers.
From the last few years, fashion industry is focusing on Omnichannel concept of
integrating all their customer touch points like social media, brick-and-mortar, on line, mobile,
etc. to offer a different captivating shopping experience to customers.
However, the clients of fashion industry are seeking out clothing and add-ons that help
them express their own style which means when they wear those outfits it should mirror their
individuality, thus, those consumers expect personalized experience from the fashion industry.
Thus, fashion companies are focusing more in the achievement of personalized style which
requires manufacturers to re-structure their entire cost chain, use digitized technology for
collaboration and interactions and develop new forms of dealer relationships to ensure explicit
deliveries for those customers who does no longer like to wait (Majeed, and Rupasinghe. 2017).
Today, clothing brands in fashion industries are pressured to embody a new design model
to create collections quicker and at lower studies and development expenses. Thus, the
conventional layout process with a three to six months time frame have been designed for
seasonal collections. Further, recent trends in fashion industry have been focuses on curation
over conception approach for month-to-month collections with a shorter time body of two
months.
The upward push of the ‘healthy’ patron is every other mega trend increasing the demand
in fashion wearables. Today, there are unique clothing objects in the market with embedded
fitness and medical sensors that helps to retain customers towards fashion industries.
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Burberry is an international luxurious fashion company founded in London, England,
based in 1856, as luxury clothing brand in particular targeting modern and purposeful outfits.
Burberry is currently worth £2.5 Billion which is the largest lavish clothing brand with the
biggest UK export percentage. Burberry is one of the one hundred maximum trusted brands of
the sector and Gucci, Louis Vuitton, Caroll are a number of its competitors (Mosquera, and et.al.,
2019). Further, it's been presented with Royal Warrants with the aid of Queen Elizabeth II and
Prince of Wales.
However, its fundamental fashion styles distributes trench coats, ready to wear trendy
clothes, fashion add-ons, fragrances, shades, and cosmetics. However, the major products of
Burberry are beauty, add-ons, men, women and youngsters clothes. Burberry is also planning to
introduce soft fabric scarf's which are a flourishing market share for them and also its trench
coats are the signature merchandise that have nearly 60% market percentage in entire fashion
industry.
Moreover, Burberry uses gabardine material which is a breathable fabric for producing
their clothes (Kim and et.al., 2017). Further, Burberry touch, Burberry Weekend, Burberry Brit
are diversified products in fragrance department.
Burberry uses different pricing approaches to promote its products, the right blend of low
price products and the high class merchandise is what Burberry targets to acquire. Further, they
decide their products price and design in step with patron demand and their willingness to
purchase the product.
Burberry attempts to ensure that processes for hiring, growing and promoting employees
are honest and the women working within the company have the opportunity to be represented at
every degree of the organization. Thus, from the global employee population of over 10,000,
around 80% of personnel are women and 30 % of employee population are male inclusive of
girls occupying 39 per cent of superior management roles (Pedersen, Gwozdz, and Hvass.2018).
However, Burberry is a luxurious logo which is recognized internationally with a global
distribution network. Thus, the objective of the corporation is to maintain its integrity and vigour
in their logo, at the same time, continue to broaden the company which stays applicable to
dynamic markets trends and customer preferences.
Moreover, due to the increasing competition in fashion industry, Burberry is planning to
perk up the clothing brand and win over other fashion brands by developing their product and
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captivating the eye of luxurious patrons. Thus, redesigning leather-based items would be the
major focus of company. Burberry is also planning to concentrate on developing complete
clothing for the customer, adding conception to price factors to recruit new customers to the
brand.
Burberry has its physical presence in around 400 shops operating in over 50 nations.
Thus, all these stores are especially located in populated regions which assure a precise revenue
to the company and huge population is living in these areas fall into the target market of
Burberry and thus increasingly more income may be predicted through such towns (Perlacia,
Duml, and Saebi. 2016).
Additionally, the Burberry stores developing are more digitally stimulated and creative in
context of customer service. Thus, huge number or customers prefer on-line shopping through
Burberry.com which constitutes a big percent of site visitors.
However, Burberry owns absolute majority of its stores and therefore it has resulted in
customers satisfaction towards their services. Burberry also displays its clothes at various fashion
stores, exhibitions and boutiques, thus, their distribution channel is more prompt (Top 7 trends
that will shape the fashion industry.2019).
Burberry is modifying their digital offering through displaying noticeably curated product
varieties, personalized experiences and editorializing their website to influence customer market.
However, they are also improving channelize experience in order to allow customers flexibility
over price and delivery alternatives (Taylor.2016). Thus, Burberry is able developing digital
partnerships with different brand companions.
DIFFERENT ADVANCED TECHNOLOGIES USED FOR AUTOMATISE
BUSINESS PROCESS AND THEIR IMPORTANCE TO
ORGANISATIONS.
Business process Automation is a technique of managing information and operations to reduce
cost, sources and investment. Automation process helps in increasing productiveness by using
automating key business tactics via advanced technology.
Automation business process system is geared in the direction of implementing software
programs to automate company's obligations through initiation, carrying out and culmination,
whilst attaining extensive progress efficiency (6 technology trends reshaping the luxury fashion
industry.2018).
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Moreover, business process automation works by means of studying essential and non-
essential organization processes and their relationship and dependency on other organization
strategies and outside companions, and developing automatic software program and computing
approaches.
Automated business process are controlled collectively to improve a company’s usual
workflow in phrases of accomplishing more performance, adapting to changing business needs,
decreasing human mistakes and clarifying job roles and duties (Sabir, and Ali.2018).
According to Robert Burk, the most important advantage of technology in style may be
the potential to offer uniformity, and being able to personalise the consumer’s shopping styles.
Certainly, fashion corporations that efficiently adopt the right technology will be capable
of increase their competitive advantage by personalising products and excellent shopping
enduring, and redesign logistical processes that reduces the cost of company.
In the latest years, technology has been increasing in the fashion industry. With the shift
from brick-and-mortar retail shopping, technology’s effect has been difficult to ignore for
companies (Marrella.2017). Thus, in all dustinesses tech is changing how groups function, with
the use of facts analytics, artificial intelligence, virtual era and so on -leading to smooth and
efficient procedure. However, due the technologies the fashion companies is growing in addition
to the want for companies to adapt to the new panorama and include the turning point of the style
world.
Thus, there are certain important technologies which could help fashion companies in
automating their business process and to enhance their business functions:
Artificial Intelligence: Artificial intelligence is one of the most important technological
developments in fashion world in the latest years, with its potential to help flip big and diverse
information units into enriched data that can assist enhance speed, value and flexibility across the
price chain.
Artificial intelligence is important for Burberry as it help company with prognostic
forecasting, potential making plans and merchandising through which consumers can enjoy the
advantages of improved product availability and quicker, more correct deliveries. In addition to
supply chain advantages, Artificial intelligence also creates a great browsing experience and
improve consumer satisfaction through personalisation. Thus, Burberry use Artificial
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Intelligence to generate unique product search effects and display in store fronts customized to
according to customers based on their specific traits and choices ( Weber, and et.al., 2016).
Augmented Reality:Augmented reality is a technology which gives a real-time view of
customer's on the spot environment altered or more suitable by using laptop generated facts,
became designed to help surgeons function remotely, while enhancing their accuracy, by way of
seamlessly blending in actual-global facts together with the vicinity of major arteries.
Burberry launched an augmented function, the device was designed to have an interaction
with person’s cameras feeds to digitally redesign their environment with Burberry-inspired
drawings through artist Danny Sangra. The skills of augmented reality act as big income device
for the company. Thus, augmented reality is important for Burberry and other fashion industries
as it provide convenience and gets rid of the trouble of trying physical products in stores
According to bloom Augmented reality is the blend of advanced technology living inside
the physical universe (Davis, Ganesh, and Holmes.2016). Thus, it helps in allowing customers to
try clothes virtually as they have no restrictions at the quantity of items that can be tried on,
which means that that clients might also without problems be persuaded to explore greater items
of clothing than they typically could in-store. Thus, for on line outlets of Burberry, augmented
reality helps to lessen the range of returned items for the company.
Blockchain: Blockchain is a centralized and allotted digital record that gives new
possibilities to fashion companies for managing product safety, legitimacy and moral
requirements. Blockchain is important for company as the data entered by the company can't be
altered once they have been brought to the blockchain.
This technology helps in affirming the originality of wearables. Thus, microchips
making use of blockchain can inform a consumer with entire certainty whether the outfit is
genuine or an imitation; whether it turned into stolen, and the product’s well-known history. All
this data might be accessible via a cellphone, and could help in reducing counterfeiting and
robbery (Taylor.2016.).
Thus, Blockchain can assist Burberry develop greater reliance and brand loyalty all
through the product life cycle, as it help customers to know not just where an item become made,
but also who made it and the circumstances they worked in and how much they had been paid.
Further, buyers may also find out about the composition of an outfit like wherein the fabric is
developed and what kinds of chemicals had been used.
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Contactless Shopping: In this type of technology, buyers scans QR codes to enter the
store and choose products, and then pay the usage of their cellular We Chat wallets. Thus,
Sensors at the cabinets come across the removal of items and once an object has been removed, it
is connected to the consumer’s particular id in the mobile app to prevent theft.
Contactless shopping is important for Burberry and other fashion industries as it
facilitates to make the checkout method of company more smooth, prompt and convenient by
putting off hassles like long checkout traces or inconvenient hours and thus helps in retaining the
customers as they don't have to wait for long checkout process.
Facial Recognition: Facial recognition technology provide comfort and helps to get
insights on a patron’s purchasing selection system by using identifying individuals and growing
personalised studies for them.
In fashion companies facial recognition device are connected to cameras in high-stop
shops which permit the personnel to enhance their service through gaining insight into
purchaser's on line and offline history. Thus, this technology is important for Burberry and other
industries as it provide details of patron’s purchasing profile, his transport addresses, in which he
travels etc (Perlacia, Duml, and Saebi.2016).
According to Burke, Facial reignition helps the corporations much less reliant on its
personnel, especially in retail, which has one of the highest turnover rates in any enterprise.
One-on-one service: Many fashion outlets make use of technology that empowers group
of workers in stores, permitting them to offer in-intensity know-how and 360 degree help to in
shape and surpass the level of statistics customers can locate on line. Thus, point of Sale (POS)
software is one of the innovative equipment outlets implemented by Burberry to help body of
workers assist the customer, with a smile and all the data they need at their store. With the aid of
delivering a view of products that is just like on line browsing, POS helps conversational
mercantilism, accordingly permitting personnel to offer the virtually incredible one-on-one
provider luxurious clients desire (Pedersen, Gwozdz, and Hvass.2018).
Mobility: Nowadays clients flip to their smartphones for the entirety from product
research to bills. Thus, Luxurious fashion companies are following this desire to purchase
anytime and anywhere with smartphone apps, different payment apps, actual-time promotions
and return of products. However, to take full advantage of this technology, many shops are using
push notifications and visual signal to persuade and have interaction with their customers. Thus,
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this technology is important for Burberry and other companies as helps in profound client
engagement in company's products through cellular by taking full advantage of digital closet,
pay-through-app and hyperlinks to social media platforms.
Internet of things (IoT): This technology mechanises our global through letting us
engage with normal objects via the net.
For fashion industries, this indicates a drastic alternate is emerging. Thus, the latest Retail
study state that 70% of fashion companies operating worldwide are equipped to adopt the
Internet of things to improve consumer experiences (Kim, And et.al., 2017). Clothing objects
could have digital abilities that open verbal exchange among retailer and patron – inclusive of
NADI X, yoga pants with integrated sensors that customers into alignment by vibrating they
flow via the various yoga poses. Thus, Internet Of Things is important for Burberry and other
companies as it helps in having interaction with the user to gather information that facilitates
company's to understand desires and issues, and put in force it to create a greater personalized
experience to their customers.
CONCLUSION
This report gives the study of the information technology and its use in the fashion
industry and how the information technology influence the business of a fashion industry and its
marketing, production. This report gives the information of last few years, in which fashion
industry is more focused on Omnichannel concept of integrating all their customer touch points
like social media, brick-and-mortar, on line, mobile, etc. This report explains the business of the
Burberry and products of it. This study shows the brief analysis of the profile of Burberry's
business and details of the product and services provided by the company. This report explains
the different technologies which are currently used by the Burberry in their business and the
technologies which are used in the Burberry for the automating business process and the
importance of the use of particular technology for selected operation. The Artificial intelligence
technology explained in the report which guides about the better satisfaction of the customer for
more revenue generation and improve the customer review. This report explains the way
artificial intelligence improve the buying experience of the consumer by provide much better
user interface. This report helps to know the Argumented reality which gives a real-time view of
customer's on the spot environment altered or more suitable by using laptop generated facts,
became designed to help surgeons function remotely, while enhancing their accuracy, by way of
7

seamlessly blending in actual-global facts together with the vicinity of major arteries. Further the
report provides the information of Blockchain technology which centralized and allotted digital
record that gives new possibilities to fashion companies for managing product safety, legitimacy
and moral requirements and important for company as the data entered by the company can't be
altered once they have been brought. The information related to the contact less shopping is
given which helps the organization to improve the experience of customer. The technological
advantage of the facial recognition helps the fashion industry by providing the online virtual
images of the product which improve the consumer experience. Report also gives the advantages
of use of one on one customer handling, advantages of mobility provided by the technology and
internet of things.
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REFERENCES
Books and Journals
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Davis, J.E., Ganesh, B. and Holmes, K.L., RADAPTIVE Inc, 2016. Automated adaptation of
business process tracking and communications. U.S. Patent Application 15/179,821.
Kim, H.Y. And et.al., 2017. Consumer adoption of smart in-store technology: assessing the
predictive value of attitude versus beliefs in the technology acceptance
model. International Journal of Fashion Design, Technology and Education.10(1).pp.26-
36.
Majeed, A.A. and Rupasinghe, T.D., 2017. Internet of things (IoT) embedded future supply
chains for industry 4.0: An assessment from an ERP-based fashion apparel and footwear
industry. International Journal of Supply Chain Management.6(1).pp.25-40.
Marrella, A., 2017, September. What automated planning can do for business process
management. In International Conference on Business Process Management (pp. 7-19).
Springer, Cham.
Mosquera, A. and et.al., 2019. Omnichannel Shopper Segmentation in the Fashion
Industry. Journal of Promotion Management, pp.1-19.
Pedersen, E.R.G., Gwozdz, W. and Hvass, K.K., 2018. Exploring the relationship between
business model innovation, corporate sustainability, and organisational values within the
fashion industry. Journal of Business Ethics.149(2).pp.267-284.
Perlacia, A., Duml, V. and Saebi, T., 2016. Collaborative consumption: Live fashion, don't own
it-developing new business models for the fashion industry. Don't Own It-Developing New
Business Models for the Fashion Industry (October 27, 2016).
Sabir, S. and Ali, M., 2018, October. Automated Verification of Software Constraints Using
Business Rules. In International Conference on Intelligent Technologies and
Applications (pp. 832-837). Springer, Singapore.
Schwalbe, K., 2015. Information technology project management. Cengage Learning.
Taylor, E., 2016. Mobile payment technologies in retail: a review of potential benefits and
risks. International Journal of Retail & Distribution Management.44(2).pp.159-177.
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