02327nam a22004451i 4500 000706183 CaToSAGE 20240201082945.0 20231221221459.1 m o d cr un||||||||| 231221s2024 enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781071936979 : No price SAGE Business Cases (OCoLC)1417357594 CaToSAGE eng rda pn CaToSAGE UtOrBLW HD60 .K54 2024 658.408 Kleinsmith, Niela, author. Exclusivity and sustainability in the luxury fashion industry : #burnberry / Niela Kleinsmith, Justin Jansen, Tom Mom. London : Rotterdam School of Management, Erasmus University, 2024. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Business cases The principle of building and maintaining a reputation of exclusivity has long been acknowledged as the key to the success of luxury brands. The way these ambitions are realized often remains hidden from the public eye. In June 2018, British luxury brand Burberry faced considerable backlash after news surfaced that the brand had burned excess stock worth £28.6 m (USD 37 m) to reportedly safeguard its brand image. Various hashtags circulated, including the viral #Burnberry, publicly calling out the brand for its behavior. The case presents an interesting paradox between a sustainability focus on the one hand, and maintaining exclusivity on the other. Two months after the incident, Burberry gave in to pressure and announced that it would cease its burning practices. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas Social responsibility of business Case studies. Jansen, Justin, author. Mom, Tom, author. SAGE Business cases. SAGE Knowledge https://sk.sagepub.com/cases/exclusivity-sustainability-luxury-fashion-industry-burnberry Plný text SBC EB NEPOSILAT EB