Burberry in 2014

Anita  Elberse

Case | HBS Case Collection | January 2015

Burberry in 2014

Abstract

In February 2014, Burberry's chief executive officer Angela Ahrendts is preparing to hand the reins of the English luxury fashion company to chief creative officer Christopher Bailey. Under their partnership, in place since 2006, Burberry's revenues have tripled to more than two billion English pounds, and operating profits have more than doubled. Ahrendts has led Burberry to become a brand that once again stands for luxury and that has a strong global and digital footprint. Yet, the leadership change is met with skepticism. Is Burberry's current strategy also the right one for the future, and can Bailey continue Burberry's transformation?

Keywords: Management Succession; Luxury; Product Marketing; Brands and Branding; Manufacturing Industry; Fashion Industry; Great Britain;

Language: English

Format: Print

27 pages

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Citation:

Elberse, Anita. "Burberry in 2014." Harvard Business School Case 515-054, January 2015.

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Burberry in 2014

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