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LUXURY BRANDS: CASE STUDY - BURBERRY.

Publication: Marketing Week
Publication Date: 23-JUL-09
Format: Online
Delivery: Immediate Online Access
Full Article Title: LUXURY BRANDS: CASE STUDY - BURBERRY.(Burberry Group PLC)

Article Excerpt
Luxury goods group Burberry has broken several of Kapferer and Bastien's 18 anti-laws of marketing and now the British retailer appears to be suffering the consequences.

In quarterly results posted this week, the company reported that in the three months to the end of June, its wholesale business saw sales drop by 28% as retailers slashed the amount of Burberry stock they held.

It is only recently that the brand's reputation has recovered from a period in the early part of this decade...

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