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ManagementGrowth StrategyE-commerceIntermediate2015
Meesho: Social Commerce for Bharat
The challenge
In 2007, Burberry was losing its luxury positioning. The iconic check pattern had been counterfeited so extensively and adopted by football hooligans in the UK that high-end retailers began refusing to stock it. The brand needed to reclaim its luxury status.
The strategy
New CEO Angela Ahrendts and Chief Creative Officer Christopher Bailey decided to position Burberry as the first luxury brand built for the digital age. Rather than retreating to exclusivity, they would embrace digital to reconnect with younger luxury consumers.
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Try the full case free →Key lessons (preview)
- Digital transformation in luxury is about deepening connection, not commoditizing exclusivity.
- Live streaming exclusive events creates mass aspiration while maintaining premium positioning.
- User-generated content can celebrate brand heritage more authentically than brand advertising.