Why did Burberry choose to focus on the value, rarity, and inimitability of its core products centered on outwear, as opposed to the proliferation of unrelated products?

Why was Burberry able to turn around?

Burberry is 160 years old in 2016. Find another firm in any industry and any country that has also survived over 150 years (or at least 100 years). What are the “secrets” behind its longevity?

Some argue that there is no future in made- in-UK textile products. Others suggest iconic UK firms have a special responsibility to create jobs by manufacturing products in the UK. What is your view on this debate?

Answer rating: 100% (QA)

Key to Burberrys doubling of revenue and profit in the last five years has been refocusing on the iconic core trenchcoat When Ahrendts took over as CEO in 2006 the company was growing at only 2 a year ... View the full answer