This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
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