• Journal of the Korean Society of Costume
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• v.55 no.3 s.93
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• pp.136-149
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• 2005

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20sover 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.

• Journal of Fashion Business
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• v.13 no.2
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• pp.87-99
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• 2009

The purpose of this study is to analyse the successful modernization strategy, and the difference between original Burberry and Burberry Prosum design. This will help in providing the fundamental information to Korean luxury fashion brands. Burberry, in particular, is rated as the most popular luxury brand in Korean fashion market. This brand has also rated 5th in sale worldwide and 1st in Korea in 2002, and was continuously been rated in 10th for the last 5 years. Related articles, fashion magazines, fashion web-site were used in this analysis, and the method was theoretical and case study. The results are divided into two categories of internal and external factors and two design patterns of check pattern and trench coat were observed. First of all, internal factor in Burberry is that they have scouted a new CEO and quickly changed their image with famous British models for the purpose of marketing strategies. They have also moved their main shop in London to Bond street, and opened shops in every country's capital cities. They were successful in achieving this by using celebrity marketing strategies with many famous celebrities. Secondly, external factor was that they have hired a designer named Christoper Bailey and this highlighted and enhanced the check pattern and trench coat. As a results, more generalized and diverse design items were presented and accessory line was enhanced, creating a much more younger image. This in turn attracted more younger customers. To sum up, original Burberry focused on classic designs, however Burberry Prosum focused on transforming traditional Burberry design into avant-garde and young. In other words, the reason for the success of this brand is highly dependent on its marketing strategies in which its uniqueness of schizophrenic cloche has appropriately represented and used in design.

• Journal of Fashion Business
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• v.25 no.4
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• pp.14-35
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• 2021

This study compares and analyzes the designs of Burberry creative directors, Christopher Bailey and Riccardo Tisci. For this purpose, 322 photographs (176 Christopher Bailey and 146 Riccardo Tisci) were collected and the data analysis criteria were classified into color, shape, material, decoration, item, and fashion style. With respect to the data analysis method, statistical analysis and content analysis were combined. First, the design characteristics of Christopher Bailey top and bottom combined bright tone, tone-in-tone color scheme, H-line, heterogeneous material combination, and smart casual appeared very frequently. Second, the design characteristics of Riccardo Tisci top and bottom combined were monotone, tone-on-tone color scheme, H-line, heterogeneous material combinations, and street culture. Third, the design differences between creative directors were significantly different in color, tone, color arrangement, pattern, material type, material combination, detail, top and bottom items, and fashion style. Burberry men's wear maintains Burberry's traditional design identity with achromatic colors, beige-based colors, and beige checks. Christopher Bailey's design direction is characterized by modernity in a casual mood that emphasizes practicality. The design direction of Riccardo Tisci is characterized by a wide gap between images in a semi-formal style that emphasizes Burberry's tradition and a free-spirited casual style.

• Journal of the Korea Fashion and Costume Design Association
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• v.22 no.2
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• pp.29-43
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• 2020

This study investigated the luxury supply chain management called 'See now, Buy now'. This has been a new way of controlling the supply and demand for luxury brands in the fashion industry since 2016. In this study, we explored the backgrounds and impacts of 'See now, Buy now' in the digital era. 'See now, Buy now' was launched by the fashion brand, Burberry in February 2016. It was the first luxury brand to showcase its entire collection using 'See now, Buy now' among the brands which showcase in Paris, Milan, New York, and London fashion weeks. That has not only caused many controversies in the fashion world but also generated followers. In this study, we analyzed 'See now, Buy now' in three aspects, economics, efficiency, and management strategy, and this was done through a literature survey on articles pertaining to 'See now, Buy now' and empirical surveys on Burberry's collections. Based on 'See now, Buy now', Burberry tried a new process of supply and sale. In the era of SNS, the spread of information is getting faster. The speed of SNS and changes in the fashion market combining IT and mobile technology are major changes faced by the fashion industry. 'See now, Buy now', a model of the new supply and demand in luxury fashion brands, should be noted as a new directional aspect for the future of the fashion industry. Since it was a relatively recent trend that started from the September show of Burberry in 2016, there was still a lack of academic discussion or prior research on this phenomenon. Therefore this study aimed to predict future directions by recognizing the importance of 'See now, Buy now' in the fashion industry. Also, based on this research, the significance of this study was to present a management strategy that applies 'See now, Buy now' to the future of the fashion industry in the digital era.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.449-460
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• 2019

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). "Digital Transformation" means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry's digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry's case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

• Journal of the Korean Society of Costume
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• v.67 no.3
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• pp.115-132
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• 2017

This study recognizes the importance of the social network platform as a new fashion media, and analyzes the significance of various digital fashion images, based on the 'Aura' theory of Walter Benjamin. The concept of "Disappearance of Artistic Aura" can be summarized into three discussions: 1) the change in the way of artistic perception, which is changes in value from worship to exhibition. 2) the change in the way of artistic acceptance, from personal to mass. 3) the emergence of new artistic concepts such as camera and film. By reviewing characteristics of the $21^{st}$ digital replication era, the study tried to discover and evaluate the expanded significance of the 'Aura' represented on digital fashion images, which are infinitely generated, modified, reproduced, transmitted, and shared in social network environments. The 'Burberry Instagram' was chosen as the subject of the study. The study reviewed around 2,500 images, which were uploaded from February 2011 to July 2016, and selected 200 images deemed the most representative of Burberry, and categorized and analyzed by the extended concept of 'Aura'. The study results as follows: First, the 'Aura' in digital fashion image appearing on social network platforms signifies the expansion of product value in fashion, and it also represents inherited traditions and modernization of images. Second, it also signifies the democratization and globalization of fashion through the open replication and sharing as well as the interaction of criticism and acceptance. Third, it signifies the personalized taste and fashion as everyday lifestyle, through personalized services, securing playful space, and real-time updates.

• Journal of the Korean Society of Costume
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• v.35
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• pp.167-180
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• 1997

The purpose of this study was to find out some of the problems consumers have with ready to wear garments sizing and clothing satisfaction the following women's garments; sweaters T-shirts blouses jackets pants skirts one-piece jumpers and burberry(coats). For this study questionnaires were administered to female students in community college. Employing a sample of 166 students data were analyzed by Frequencies X2-test t-test ANOVA Factor Analysis and Regression. Major results of this study were summerized as follows: 1) Purchasing clothing subjects considered mainly bust circumference for T-shirts and blouse shoulder width for jackets and jumpers hip circumference for pants and skirts and length for sweaters(knit) one-piece and burberry(coats) as a reference of fitting sites. 2) In relation with dissatisfaction with apparel fit hip circumference of pants including jeans was found as the most unsatisfactory site. Besides subjects were dissatisfied with skirts sweaters one-piece jackets blouses burberry(coats) jumpers T-shirts in order. In relateion with height and body type were most dissatisfied with pants(jeans) 3) Factors related to clothing deprivation of ready-to-wear garment were identified as aethetics elements practical elements economic elements and fittness elements. Fittness elements were most dissatisfied factors with all items of garments except for skirts.

• The Research Journal of the Costume Culture
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• v.27 no.1
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• pp.64-71
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• 2019

Climate change and global warming are the biggest challenges of the current generation. Every industry has contributed to the climate change and global warming. Even the apparel industry cannot avoid the criticism regarding fast fashion and its contribution to the pollution. The transition to the decarbonized economy is in progress. All aspects of business functions are influenced by climate change. Sustainable development and climate change are closely linked, and business plays the key role in addressing and finding solutions to the challenges of climate change. Luxury brands are the trendsetters and tastemakers. They are the leaders in the fashion industry and therefore responsible for improving on sustainability as well. Even luxury business cannot avoid environmental issues. The relation between luxury and sustainability is explored with the Burberry case based on the Triple Bottom Line (TBL) framework. There are various ways for luxury brands to excel in sustainability and affect other companies' practices. The companies can incorporate the concept of sustainability in their brand stories as part of the branding process. They can also improve demand planning accuracy and produce upcycled goods. Centering on Burberry's case, this paper aims to explore the current sustainable practices of luxury business along with its future direction toward sustainable development. Its contribution and directions for both researchers and business practitioners are discussed.

• Journal of Fashion Business
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• v.27 no.2
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• pp.88-107
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• 2023

This study aimed to understand the current status of practice for sustainability in luxury fashion brands. A total of five luxury brands (Louis Vuitton, Hermès, Gucci, Burberry, and Prada) were selected. Each company's official website, sustainability reports, and articles on sustainability practices were compiled. In addition, analysis was performed based on criteria of sustainability such as environmental, social, economical, and cultural dimensions. As a result, the biggest commonality of the five brands was that they promoted the most active change in the environment. These brands tried to reduce energy consumption in materials and production processes. Among them, Burberry, Gucci, and Louis Vuitton had their own departments for sustainability. However, there were differences in strategies of activities between brands for social, economical, and cultural sustainability. Among the five companies, Burberry and Gucci pursued sustainability strategies the most aggressively. They separated their sustainability strategies in terms of environmental, social, economical, and cultural aspects and shared them with consumers. A set of outcomes for the plan were provided as objective data. The sustainable management strategy has become a key strategy for long-term growth of the luxury brand market. To survive in the market, luxury brands should elaborate sustainable management strategies and actively share them with consumers.

• Journal of Fashion Business
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• v.26 no.3
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• pp.50-71
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• 2022

This study aimed to present pioneering data on the use of Metaverse through a case study on the use of Metaverse by luxury brands and to reveal the intrinsic value of Metaverse in the fashion industry. The study was conducted based on literature data such as various articles and papers related to Metaverse and cases of luxury brands. For luxury brands data, we used Interbrand and LYST. As a result, Gucci, Louis Vuitton, Balenciaga, and Burberry were selected. Examples of the use of luxury brands' Metaverse use include; Gucci actively embraced digital technology and used Metaverse technology for the most diverse purposes such as promoting new products, opening seasons, and experiences. Louis Vuitton and Balenciaga focused on the entertainment and games. Burberry focused on promoting and experimenting with new products. As a result of the study, the intrinsic value of the Metaverse is as follows. First, there are no restrictions on time, scale, and institution. Second, active information acceptance is possible; Information can be selectively accommodated through participation and communication using Metaverse. Third, customers and businesses interact in equal positions. As customers participate and communicate, their ties with companies deepen, thus the can create a brand image together. Through Metaverse fashion, customers experiences are not limited to reality and the can directly access optional information. Based on the above examples and values, we hope those fashion companies and Metaverse media will innovate desings to match the trends and the seasons.