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New Retailing Mode: Analysis on Burberry’s Marketing Strategy Through Literature Review
- 1 Shanghai International Studies University
- 2 Shanghai Shangde Experimental School
* Author to whom correspondence should be addressed.
Abstract
The new retail model is one of the focuses of today's research. Researchers have found the progress of the new retail model of luxury goods, but there is still no unified explanation on how to transform and utilize the new retail to make money. Therefore, this paper focuses on explaining how to solve this problem. This study is a case investigation of omnichannel strategy, a new retailing mode, exploited by the fashion luxury brand Burberry within a few years. By reviewing its development and performances, and referring to the current state of marketing, this study analyzed several advantages of its multichannel strategy and pointed out the weaknesses of this new mode. The findings show that this innovative and customer-oriented brand has utilized digital element both in offline and online stores, emphasizing the uniqueness and exclusiveness of features in luxury brand, to meet customer’s emotional needs and provide seamless, supreme shopping experience. However, relatively lacking in the promotion of sustainable concepts and gradually losing pricing advantages, compared with its counterparts, the findings suggest that Burberry reconsider and implement their initiatives. Hence, this study also offers practical suggestions for further steady development in the mobility of personnel and capital.
Keywords
omnichannel strategy, customer experience, Burberry, literature review
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Cite this article
Li,S.;Shen,H. (2023). New Retailing Mode: Analysis on Burberry’s Marketing Strategy Through Literature Review. Advances in Economics, Management and Political Sciences,35,205-210.
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Volume title: Proceedings of the 7th International Conference on Economic Management and Green Development
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