Burberry’s turnaround plan and AI’s takeover: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From Burberry admitting its marketing errors to the realisation of the AI revolution, it’s been a busy week. Here is my take.
Burberry blues
Burberry is at risk of becoming a cautionary tale. On to its fourth CEO in a decade, it is struggling. The extent of its woes was revealed this week. It announced an operating loss in the first half of its financial year, and that revenue, stripped of currency variations, fell 20% in the same period. It also announced a £29m write-down to account for unsold stock. Ouch.
Its business problems are a direct consequence of mismanagement of brand and the marketing mix.
