Topic: Burberry case study

Order Description

Produce written responses to the two tasks below, which are centred on Burberry and the luxury fashion sector CASE-STUDY:
1. Explain the term brand DNA. Using models, theory and both secondary and primary research analyse how Burberry has leveraged its heritage over the years to create its current brand identity.
2. Undertake a PESTEL of the luxury goods sector and analyse two key issues, which you can argue Burberry should respond to in its future strategy. You are expected to apply the model and draw recommendations from that.

Essay format:
Title Page
Table of Contents
Answer to Question 1
Answer to Question 2
Appendix (which include generic PESTEL, currency exchange rates, global markets, value of the pound, etc)

The PESTEL should include anything and everything that affects the luxury goods market (but focus on the UK only). The two key issues I would like you to analyse are technological (wearable technology) and environmental (sustainability in clothing). You can talk about how wearable technology is starting to grow and how Burberry may need to catch up with other brands that have done this and how they could use it in their brand. For the environmental, you can talk about sustainability and how this is a growing issue for brands due to global warming, etc.
Please include graphs and visuals (in appendices).