Case
Burberry
In July 2024 Burberry named a new CEO and warned of a first-half operating loss (AP). It uses an in-house generative-AI tool, Penguin, for client-service consultants; an industry award entry cites a three-person team, 100+ consultants and a 24% rise in average transaction value in client services, a company-submitted figure (DataIQ). In 2020 it tested a ‘social retail’ store in Shenzhen linking WeChat to the in-store experience (Vogue Business).
- Industry
- Luxury fashion (UK)
Frameworks applied
This case is read through the frameworks below.
- Descriptive, predictive and prescriptive analyticsWhen a firm's leaders invest in data, which question should it answer for them: what happened, what will happen, or what should we do?
- Customer journey mapped to data signalsWhen a marketing team holds plenty of customer data but cannot act on it, which signal at each journey stage shows where a customer is and what to do next?
- Omnichannel customer journeyWhen shoppers research on mobile, browse online and buy in store, how should a retailer's team join up its channels so one purchase feels seamless?
- Personalisation versus customisation: two five-stage processesWhen a marketing team designs one-to-one offers, should the firm personalise them from customer data or let customers customise the offer themselves?
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Associated Press (2024) Burberry appoints a new CEO as the fashion house warns it expects a first-half operating loss. AP News.No DOIapnews.comSource page
- DataIQ (2025) Most innovative use of AI (global): Burberry. DataIQ Awards.No DOIdataiq.globalSource page
- McDowell, M. (2020) Burberry tests ‘social retail’ in China's tech capital. Vogue Business / Vogue.No DOIvogue.comSource page