EXPLORING FASHION CONSUMPTION TRENDS—TAKING BURBERRY AS AN EXAMPLE

Abstract

In the era of internet, many fashion brands have begun their digital transformation, and the purpose of the transformation is to seize Gen Z consumers. Among them, Burberry achieved its revenue target and positive growth in the post-epidemic period. The article takes the century-old luxury brand Burberry as an example, combines the essence of fashion consumption, and discusses the opportunity and root cause of people's fashion consumption transformation