The Impact of COVID 19 on the Leadership & Management Practices Within Burberry

The Impact of COVID 19 on the Leadership & Management Practices Within Burberry

1. INTRODUCTION:

1.1 Aim of Assignment and Period Covered:

This assignment aims to examine how the events of Covid-19 have affected Burberry’s Leadership and Management. This assignment focuses on developments that took place between 2018 and 2022. Burberry’s existing and future business practices can be gleaned from how its executive management dealt with the epidemic.

1.2 Introduction to Burberry:

The Burberry label was founded by Thomas Burberry in 1856, and it has since become an international powerhouse in the high-end fashion sector (BAZAAR, 2023). Over the years, it has become an industry powerhouse thanks to the popularity of its distinctively British aesthetic and high-quality products. Burberry’s global reach is coordinated from its London headquarters (Piovan, 2022).

The Burberry brand creates various high-end fashion items, including clothing, accessories, fragrances, and cosmetics. This brand’s trench coats have become icons of sophistication (Gilroy, 2023). Because of its dedication to both traditional craftsmanship and forward-thinking design, Burberry is known for creating classic pieces with a contemporary twist.

Burberry targets the well-off and culturally savvy who place a premium on uniqueness, craftsmanship, and rarity in their purchases. The company’s well-considered organisational structure allows it to manage activities in several countries efficiently. Burberry’s vast and varied workforce spans many departments, from marketing and design to retail and supply chain management (Bloomfield et al., 2022).

Burberry’s ultimate goal is for its luxury brand to be acknowledged worldwide as epitomising the best of British tradition, knowledge, and creativity. According to Al-Jaberi, (2022), Burberry’s mission is to provide exceptional service and premium products to its clientele. To realise its goal of being the most respected luxury brand in the world, Burberry must be nimble enough to adapt quickly to changes in customer taste.