EXPLORING FASHION CONSUMPTION TRENDS—TAKING BURBERRY AS AN EXAMPLE
Authors: Zhou Zixuan
Published: March 2024
Abstract
<p>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</p>
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