Dissertation: Digital Marketing Impact on Burberry's UK Performance

This dissertation investigates the impact of digital marketing on the success of Burberry, a prominent British luxury fashion house, within the UK market. The research begins by establishing the importance of digital marketing in today's business environment, highlighting its role in attracting and persuading customers through channels such as social media, content marketing, and email marketing. The study provides a background on Burberry, its operations, and its existing digital presence. The research poses key questions to explore the impact of digital marketing on Burberry’s success and outlines the research aims and objectives, which include examining digital marketing concepts, analyzing its impact on Burberry, and identifying effective digital marketing strategies for enhanced success. The literature review explores various scholarly sources to provide a comprehensive understanding of digital marketing and its significance in the UK market, emphasizing the shift from traditional marketing methods to digital platforms. The dissertation also includes a research methodology section, findings, discussion, and a conclusion that provides recommendations for Burberry to optimize its digital marketing strategies and further research in the field.

Dissertation & PHD
Thesis

Abstract
The aim of this research is to know about the impact of digital marketing on the business
performance. Digital marketing is a form of marketing that uses internet to sell and promote its
goods and services. It is new concept that helps to attract more customers. There are various
ways through which a company can use digital tool. They are social media marketing, content
marketing, video marketing, email marketing etc. It is up to the company that which tool will
them to accomplish their goals and objectives. There is discussion related to Burberry a famous
company in fashion industry. At the starting objectives are formulated that are achieved in the
further part of the research. Literature review is done as a part of secondary research. Then
methods of conducting research and various strategies are also mentioned. It is vital to follow all
the steps of research effectively. Data analysis with the help of questionnaire and graphs is the
main pat of the research. As it helps to draw the conclusion of the research. Then the research is
being concluded and then recommendation are also provided. The conclusion helps to know that
are the objectives achieved or not. Reflection is also mentioned at the end and it tells about the
challenges faced and the experience of conducting the research.

ACKNOWLEDGEMENT
I am thankful to God for giving me ability and confidence to accomplish all the tasks that
are assigned to me. Along with that I want to thank my superiors and mentors that helped me at
every stage and guided me to complete this dissertation. They not only guided me but also
supported me, solved my problems and gave directions.
Also I am thankful to the employees of Burberry that take time from their busy schedule
and filled there responses. They have big contribution in successful completion of this resrach.
Without their help the work would not be completed.

Table of Contents
Title: “To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.................................3
Chapter 1: Introduction....................................................................................................................3
Background to research topic.................................................................................................3
Background to research organisation.....................................................................................3
Research Rationale.................................................................................................................4
Research Question..................................................................................................................4
Research aims and objectives.................................................................................................5
Chapter 2: Literature Review...........................................................................................................5
Introduction to Literature Review..........................................................................................5
Conclusion of Literature Review............................................................................................9
Chapter 3: Research Methodology...................................................................................................9
Chapter 4 and 5: Findings and Discussion.....................................................................................15
Chapter 6 Conclusion, Recommendations and implication for further research...........................29
REFERNCES:................................................................................................................................32
Books and Journals...............................................................................................................32

Title: “To analyse about the concept of digital marketing along with its impact
on success of fashion industry within UK.” A research project on
Burberry fashion house.
Chapter 1: Introduction
Background to research topic
As the world is turning digital it is important for all the organisation to adopt digital ways
of marketing. As marketing plays an important role in every organisation. The new way of
marketing us the concept of digital marketing which means use of internet to attract and persuade
the customer’s (Boyd, and Koles, 2019). Marketing is related with and helps to achieve the
business objectives. There are various channels that can be used by business organisations such
as SEO, social media marketing, email marketing, content writing etc. It is now important for all
the organisations to use digital marketing in UK.
The current situation says that traditional marketing is an old concept and there is
requirement of digitalisation to the businesses. Fashion industry is at boom. The industry is able
to gain profits and attract and serve more customers. The industry is rapidly growing due to
rising needs and wants of customer’s. There is need of digitalisation to attract more and more
customers. It helps to reach more and more customer’s and persuade them effectively with the
helps of digitalisation (Cao, 2018). Digital Marketing is more impactful and it helps all the
fashion industry to become more successful. Through digital ways more customers come to
know about the trend and then attract customers. It is vital nowadays that all the organisations
use digital ways like social media marketing, email marketing and content marketing to gain the
customers. The customer’s have understood the need of digital marketing and liker the
companies that are offering digital platforms. The use of technology is increasing and that is the
reason companies are switching towards digital modes of marketing. To satisfy the customers
and to persuade the the channels of digital marketing will be helpful.
Background to research organisation
Burberry is a British luxury fashion house that has its customer’s in London, England.
The company was founded in 1856 by Thomas Burberry 165 years ago. The company
manufactures leather goods, fashion accessories, footwear, eye wear, cosmetics and fragrances.

The company is famous for designing trench coats. The company has its operations in around
421 locations. The company conducts proper research and innovate the products and services
offered at regular time period. It also helps the company to gain more and more profits. It is one
of the famous company in fashion industry of UK. Company deals in Accessories, Clothing,
Cosmetics and Perfumes. The company has its own website and is able to serve the needs of
customer’s and operate effectively. The website is user friendly and provides information about
the company (Sudha and Sheena, 2017). There are around 9892 employees of the company. The
company has its operations around the world. It is important for the company to digital ways as
that will help the company to serve and reach more customers. The revenue earned by company
are 2.63 billion. The company is gaining success due to they understand the needs and wants of
customer’s effectively.
Research Rationale
The reason and justification for conducting the research comes under research rationale.
As the environment is dynamic it is important to understand the needs and wants of customers
and to satisfy their needs and wants. There is increase in use of digital platforms to attract more
customer. Digital platforms helps to gain advantage over the competitors. But in UK companies
were facing various problems in understand the concept and the implementing the digital
strategies. It is important to conduct this research as it helps to know about the ways in which
company can use digital marketing techniques (Ozuem and Azemi, eds., 2017). The
management needs to understand the and implement the concepts of digitalisation and to bring
change. The company needs to use the ways in which digital marketing will help the businesses
to be successful. It is important to know the channels of digital marketing that will help the
company to attract more and more customers. All this is important for fashion industry to survive
effectively in the marketplace.
Research Question
To conduct the research successfully it is vital to understand the problem and have
knowledge about the scenario. It is important to address all these questions:
 Explanation about the concepts of digital marketing?
 What are the impacts of digital marketing on success of Burberry fashion house situated
in UK?
 Which are most effective methods of Burberry that enhance success in the market of UK?

Research aims and objectives
It is vital to know about the aims and objectives related to the topic. As it gives direction
so that the research is accomplished effectively. Deciding about the aim would be beneficial as
the path of the research would be clear. The objectives are to be achieved in this research. This
will help to come to a conclusion. The aims and objectives related to this topic are discussed
below:
“To analyse about the concept of digital marketing along with its impact on success of
fashion industry within UK.” A research project on Burberry fashion house.
Research objective
 To examine about the concept of digital marketing together with review of its need in
current market scenario of UK.
 To analyse the impact lead out by the digital marketing on success of Burberry fashion
house while operating within UK.
 To determine some new and more effective ways of digital marketing for Burberry to
have enhanced success within UK by the way of better promotion.
Chapter 2: Literature Review
Introduction to Literature Review
It is a survey of scholarly sources like journals, books, theses and articles that are related
to the topic of research. Literature review helps to know about the already written reviews of
various writers that will facilitate the research. It provides brief knowledge about the topic and
solving the research problem. It enhance the knowledge and information related to scenario.
Research is incomplete without literature review as it gives more and more knowledge about the
research topic. It shows the ability of researcher and how critically the information can be
understood. This helps to prevent duplication of work. Along with it help to fill the gaps that
were left before wards. The literature review is based on the objectives that are developed in the
beginning of the reasrch.
 To examine about the concept of digital marketing together with review of its need
in current market scenario of UK.
As per the point of view of Kannan, 2017, Digital Marketing is use of Internet, social media,
mobile devices, search engine to reach the customers. As the world is turning digital it is

essential for everyone to switch online. Digital tools helps to attract customers better. In digital
marketing the target group of customers is selected and then interaction goes on. The focus is to
increase two way communication between company and customer. Basically digital marketing is
use of internet to attract and engage the customer. Digital marketing helps to attract more
customers and reach them effectively. It helps to understand the needs and wants of customers
are then take actions to satisfy the customers. Digital marketing has improved the way of
communication and enhanced the interaction between customers and company. In respect to UK
the digital marketing is a booming business. It is important for a company to know and
understand the concepts of digital marketing and take actions in favour of the same. This helps
the organisation to achieve goals and objectives effectively. The companies in UK have
understood the importance of Digital Marketing. In UK it is considered that offline marketing is
a matter of past (Djafarova and Bowes,2021). To live in new era it is vital to use digital
marketing concepts and take advantage. As the social media is a platform that helps to reach
more customers as compared top traditional marketing. More people are connected through
social media and digital platforms. Through online mode whole world is connected. The digital
marketing agency is expanding since last few years in UK. Various business organisations are
switching towards digital platforms to promote their business. Along with that all this is
contributing to success of companies that are switching from traditional marketing to digital
marketing. As digitalisation is an important activity that is performed by business. Everyone has
online presence. This means that the customers can be attracted more through the social media
platforms. In digital marketing the marketer can also check the rate of conversion and then take
suitable measures to increase the conversion rate. As all the organisations in UK are turning
digital. The ones that are still following the traditional one are unable to compete in the market.
Here it is important to understand the scenario that it is vital to switch towards digital ways. To
attract more and more customers and enhances the sales of organisation it is right time to use
digital marketing. Internet has taken the concept of traditional marketing. All the organisations
that want to enhance the customer base and retain them in the organisation should use digital
marketing. It helps to remind customers about the company and increase the chances of visit of a
customer in the organisation. Digital marketing is concept that helps to attract more customers
by using internet as more and more people now have online presence.

 To analyse the impact lead out by the digital marketing on success of Burberry
fashion house while operating within UK.
According to Bala and Verma, 2018, Digital marketing is creating a positive impact on the
fashion industry. Nowadays every business organisation is planning to and is switching to digital
platforms. As there is big customer group that buys from fashion industry. Burberry fashion is a
famous fashion house in London, UK. The products offered by company are trench coats,
footwear, leather goods, fashion accessories, fragrances, eye wear, and cosmetics. The company
is able to serve various customers. Burberry has understood the concept of digital marketing and
implemented the same in the organisation. As the needs and wants of customers are changing
rapidly in fashion industry. It is helpful for the company to use digital technology and know
about the changing needs and demands. This helps them to cater the desires and expectations of
customers effectively. Understanding the trend is also facilitated through digital channels.
Having presence on social media enhances the sales of the organisation. As customers follow the
page of the company and are able to get the updates. They are persuade to buy when the find the
picture. This has helped Burberry to enhances its sales and gain more customers. As digital
marketing increases the the interaction this helps to know about review of customers. It helps to
understand if the customers are facing any problem with the product and service that is offered
by Burberry (Gazzola, Pavione, and Grechi, 2020). Digitalisation has helped the company to
take effective and on the time feedback from the customers that is helpful to take further
decisions. This helps the organisation to become customer centric. Burberry has its own website
that is easily accessible by customers. They can view and purchase whatever they want to. The
website of company is user friendly and helps customers to make the purchases easily. There is
no need to visit the stores. The online shopping has not only enhanced the experience of
customers but also saved time. People are able to buy what they like despite of there busy
schedule. Digitalisation has made it easy for customers to shop. Burberry spends around 60% of
the marketing budget on digital marketing. The company has presence over social media
platforms that helps company to attract more and more customers. The company mainly focuses
on social media channels like Twitter, Facebook and Instagram and forms strategy based on
that. Burberry comes in top 3 most followed fashion luxury brands. The digital presence has
helped company to gain advantage over competitors. This is helpful for Burberry as social media
presence has enhanced there customer base and the sales of the company is also increasing. The

company's popularity has enhanced due to there availability of social media platforms. There are
various companies in fashion industry. So to gain lead and serve more customers it is vital to
understand there needs and wants. Digitalisation has also helped company to know about the
current trend. Then it helps the company to attract more customers and serve them.
 To determine some new and more effective ways of digital marketing for Burberry
to have enhanced success within UK by the way of better promotion.
As per the analyses of Herhausen, and et. al., 2020, digital marketing is a effective way
that has helped Burberry to become successful. Digital marketing has helped company to attract
more customers and understand the trend in the market. It is vital for all the organisation to
understand the concept and use digital ways. The company already has presence on social media
platforms like Facebook, Instagram and Twitter. That has helped company make a strong
present. To become more successful and attract more customers Burberry can make its presence
on You Tube, LinkedIn as these platforms also helps in attracting customers. Social media is a
good platform that helps the company to know about the trend and take suitable measures to
attract and serve the customers effectively (Zhang, Zhang and Zhou, 2021). Another way that
can be used by Burberry is content marketing as it helps the company to post effective content on
website that also helps the company to gain success. Creative and attractive content on website is
blessing for the website. As creative content will make the website effective and attract more and
more customers. Email Marketing is yet another way to attract more customers. This is done by
sending regulars email to the customers (Hanlon, 2018). This increases the personal touch and a
customers feel that the company remembers them. Through email marketing all the offers that
are launched by the company. They can communicate the information related to new stock and
related information. Influences marketing is a way through which company promotes the brand
by an influential person. This helps to influence the persons. As Burberry is a famous company
in fashion industry. This attracts the customers and influence them. The customers follow the
influencer and that enhances the sales of the company. Another way that can be used by
Burberry is video marketing . This will attract the customers and as customers are more
influenced through video. It creates good impact on the potential customers as well as it will help
to attract other individuals. It is said that these videos create more impact on the customers. As
the company has its own website it is important to post updated information on the website. It
creates good impact on the customers. The website should be formulated in a manner that is user

friendly. Another effective way that can be used by companies to successfully market there
products and services. Re-marketing is a way of marketing the content again (Chan, Ngai, and
Moon, 2017). The tradition marketing is re marketed as content marketing this helps company to
attract more customers and serve them effectively. These are the ways in which company can use
various ways of digital marketing and attract customers. No doubt Burberry has formulated a
strong image in the market and using digital marketing tools effectively. The above mentioned
tools will helps the company to attract more customers and also to gain advantage over the
competitors.
Conclusion of Literature Review
From the above literature review it can be concluded that digital marketing is playing an
effective role in the market of UK. Customers have learnt about the conce4pt are demanding
digitalisation by the companies operating. As the competition is rising it is equally vital for
companies themselves to switch he digital modes. The fashion industry is at boom in United
Kingdoms. The traditional marketing strategies are not enough to attract customers. The scenario
is changing and the same is expected by the companies to become successful (Soomro, 2019).
Burberry has gain advantage by using digital marketing company is able to serve more
customers. As the company operated in global market social media marketing helps to reach
more and more customers and persuade them. The company is able to understand the needs and
wants of customers effectively through digital channels. Burberry already has presence on some
social media platforms like Facebook, Instagram and Twitter. To gain more customers the
company should also make presence over You Tube, LinkedIn. Along with that video marketing
will also helps the company to attract more and more customers. Content marketing would also
help the company to persuade the customers. These are some of the ways that will benefit the
company.
Chapter 3: Research Methodology
The method of conducting research is called research methodology. It tells about the
steps in which research can be conducted. It helps the researcher to compete the research
effectively. It tells about the ways of conducting the research. Along with that to complete the
work on time it is important to complete the research on time. Research methodology is very
helpful for conducting research because with the help of research methodology they can easily

achieve their desired result. It is identify that this report need a good research methodology. it is
nit a easy task because it need expertise knowledge which is able to conduct survey in order to
find the result (Moore, 2021). Methodology helps them to identify the result so that they can
make right findings and interpretation. The whole research report is depend on the accuracy of
creaser methodology. This research gives the idea of digitalisation in business world. It is the
process or procedure which use to identify the need of this research and then collect data and
information in order to complete this research.
Research Philosophy: It is a way in which the data should be collected and analysed.
The two types of research philosophy that are widely used are positivism and interpretivisim. In
positivism things are understood in an objective way. In includes the beliefs by the person. In
positivism the point of view of the researcher is discussed. In contrast in interpretivism the
review already done is studied and there is transparency and the information is evaluated
effectively. So for conducting this research interpretivism is used as it saves time. The positivism
research philosophy can not be used as it takes time and research will take go for long.
Research Approach: The procedure and steps of completing the research comes under
research approach. It helps to conduct the research effectively by following all the steps one by
another. The two categories of research are inductive and deductive. In inductive approach all the
concepts are properly examined. In deductive approach the research is based on scientific
investigation (Acharya, Pereira, and Singh, 2018). For completing this research inductive
approach is being used as the information gathered is positive. Along with that it helps to gain
authenticated details about the research topic. Deductive approach can not be used as the
findings do not give reliable data.
Sampling: It is a method of selecting some individuals from the overall population. As
the universe is so big and all the individuals can not be asked. It is a method of dividing the
heterogeneous population into homogeneous groups. There are various methods of sampling that
are used by different researchers in various researches. The methods are like judgemental
sampling, stratified, systematic,and random sampling (Yang, Song, and Tong, 2017). To
complete this research simple random sampling is done as the information is collected from the
employees of the organisation as they are the one that have accurate information about the
company. It helps to complete the research on time and collect information from the employees.
A sample size of 150 employees have been selected randomly. As the employees will answer the