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Burberry’s Digital Strategy

By Donald Sull, Stefano Turconi, Sanam Zanjani


The case analyses how Burberry developed and executed a strategy centered on millennial consumers, British appeal and distinctive digital capabilities, transforming the sesquicentennial brand into an international luxury powerhouse. Burberryā€™s digital transformation was spearheaded by CEO Angela Ahrendts and Chief Creative Officer (CCO) Christopher Bailey. Between 2006 and 2014, the duo launched a multitude of initiatives, such as innovative social media campaigns, livestream fashion shows, and a new e-commerce platform, enabled by a state-of-the-art technological infrastructure and a closely connected organisational culture. When Ahrendts left to join Apple, Bailey assumed the position of CEO and CCO at Burberry. In May 2015, 10 months into his new dual role, Bailey prepared to report mixed results for the last financial year and reveal his plans to address the challenges presented by the changing competitive landscape.

Learning objectives

  1. Developing an actionable strategy.
  2. Quantifying and tracking strategy execution.
  3. Assessing whether a resource or a capability is strategically valuable.
  4. Integrating resources and capabilities to sustain performance.


Publication Date: March 2022
LBS Case Code: CS-15-007
Subjects: , ,
Pages: 36
Format: pdf