Burberry : a model for successful technology integration

  • First, Burberry as an iconic luxury brand is introduced. After that, the Burberry fundamental concept retailing is explained. Burberry's strategic use of technology for better selection is shown and a discussion chapter concludes the analysis.

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Name:Nguyen, Khanh Linh; Bug, Peter
Publisher:Reutlingen University
Place of publication:Reutlingen
Document Type:Book
Year of Publication:2016
Tag:Burberry; concept retailing; luxury brand; retail technology; technology integration
First Page:1
Last Page:24
Dewey Decimal Classification:330 Wirtschaft
380 Handel, Kommunikation, Verkehr
Open Access:Ja
Licence (German):License Logo  Creative Commons - Namensnennung, nicht kommerziell, keine Bearbeitung