This assignment aims to examine how the events of Covid-19 have affected Burberry’s Leadership and Management. This assignment focuses on developments that took place between 2018 and 2022. Burberry’s existing and future business practices can be gleaned from how its executive management dealt with the epidemic.

1.2 Introduction to Burberry:

The Burberry label was founded by Thomas Burberry in 1856, and it has since become an international powerhouse in the high-end fashion sector (BAZAAR, 2023). Over the years, it has become an industry powerhouse thanks to the popularity of its distinctively British aesthetic and high-quality products. Burberry’s global reach is coordinated from its London headquarters (Piovan, 2022).

The Burberry brand creates various high-end fashion items, including clothing, accessories, fragrances, and cosmetics. This brand’s trench coats have become icons of sophistication (Gilroy, 2023). Because of its dedication to both traditional craftsmanship and forward-thinking design, Burberry is known for creating classic pieces with a contemporary twist.

Burberry targets the well-off and culturally savvy who place a premium on uniqueness, craftsmanship, and rarity in their purchases. The company’s well-considered organisational structure allows it to manage activities in several countries efficiently. Burberry’s vast and varied workforce spans many departments, from marketing and design to retail and supply chain management (Bloomfield et al., 2022).

Burberry’s ultimate goal is for its luxury brand to be acknowledged worldwide as epitomising the best of British tradition, knowledge, and creativity. According to Al-Jaberi, (2022), Burberry’s mission is to provide exceptional service and premium products to its clientele. To realise its goal of being the most respected luxury brand in the world, Burberry must be nimble enough to adapt quickly to changes in customer taste.

Originality, integrity, open-mindedness, and honesty have long been hallmarks of the Burberry brand. These principles guide the company’s management and decision-making. Burberry actively promotes an environment where employees can think critically and creatively, challenging the fashion industry’s status quo (Kim and Sullivan, 2019). The organisation also places a premium on ethics, promoting them throughout its supply chain and committing to open communication.

Burberry, as a whole, is a luxury fashion label representing the best British culture and industry worldwide. According to Sayed (2019), Burberry has influenced the fashion industry and inspired people worldwide thanks to its unwavering commitment to its vision, mission, and principles.

Some of Burberry’s most influential leaders and managers at that time were:

1. Marco Gobbetti (CEO until July 2021)
2. Riccardo Tisci (Chief Creative Officer)
3. Julie Brown (Chief Operating and Financial Officer)
4. Pam Batty (Vice President of Corporate Responsibility)
5. Mark McClennon (Chief Information Officer)

These executives and managers have had a significant impact on the way Burberry does business.

1.3 Overview of Methodology:

This assignment relies on a qualitative examination of secondary sources for its methodology. As part of this process, one must undertake extensive desk research and a thorough literature analysis of relevant academic and industry reports. The assignment uses these materials to analyse how Covid-19 altered Burberry’s management style, shedding light on the company’s strategies and alterations made over the time frame.