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  • January 2015
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Burberry in 2014

By: Anita Elberse
  • Format:Print
  • | Language:English
  • | Pages:27
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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

Citation

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

Anita Elberse

Marketing
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  • Chip and Joanna Gaines' Magnolia Network By: Anita Elberse and Julia McNicholas
  • Paris Saint-Germain: Building One of the World's Top Sports Brands By: Anita Elberse and David Moreno Vicente
  • Live Nation and Pharrell Williams By: Anita Elberse and Kate Christensen
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