The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the digital transformation strategy of a fashion brand - Focused on the Burberry case -

패션 브랜드의 디지털 트랜스포메이션 전략에 관한 연구 - 버버리 사례를 중심으로 -

  • Kim, Soyoung (Dept. of Fashion Business, Graduate School of Fashion, Hongik University) ;
  • Ma, Jin Joo (Graduate School of Fashion, Hongik University)
  • 김소영 (홍익대학교 패션대학원 패션비즈니스전공) ;
  • 마진주 (홍익대학교 패션대학원)
  • Received : 2019.09.06
  • Accepted : 2019.10.23
  • Published : 2019.10.31
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Abstract

Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). "Digital Transformation" means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry's digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry's case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

Keywords

References

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