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Reinventing High-End Retail in the Age of The Digital: A Case Study on Luxury Retailer Burberry
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

As disruptive technologies and innovative startups continue to take most industries by storm, established businesses come to face game-changing challenges. In an attempt to maintain a key playing position on the market, these companies struggle to reinvent themselves. As one may anticipate, this is not an easy task. This paper builds on related research involving the digital transformation of the retail sector as well as theories and framework on key concepts within retail management such as customer value and customer loyalty. To investigate the area, the following research question was developed: How may the established retailer reinvent themselves through the digital? The paper implements a qualitative research approach in the form of a case study on British luxury brand Burberry. The case findings illustrate that the high-end retailer must create emotionally engaging experiences for the customer, integrate the boundaries between the offline and online environments, continuously search for value-creating partnerships with key stakeholders, embrace the brand heritage as well as explore with implementation of new, customer-engaging technologies.

Abstract [sv]

Medan banbrytande teknik och innovativa startups fortsätter att ta samtliga industrier med storm står de större, mer etablerade företagen inför stora utmaningar. I ett försök att bibehålla en nyckelposition på marknaden kämpar dessa med att förnya sig själva. Detta är ingen enkel uppgift. Denna studie bygger på tidigare forskning behandlandes den digitala transformationen av detaljhandeln samt teorier och regelverk som behandlar nyckelbegrepp såsom kundvärde och kundlojalitet. För att undersöka det ovannämnda området har följande forskningsfråga definierats: Hur kan det etablerade detaljhandelsföretaget förnya sig genom det digitala? Studien implementerar en kvalitativ metodansats i form av en fallstudie på det brittiska varumärket Burberry. Studien åskådliggör att den etablerade detaljhandlaren måste skapa känsloengagerande upplevelser för kunden, sudda ut gränserna mellan de fysiska och digitala miljöerna, ingå i partnerskap med viktiga aktörer, återuppfinna det etablerade varumärkets ursprung samt kontinuerligt experimentera med ny teknik.

Place, publisher, year, edition, pages
2019. , p. 14
Series
TRITA-EECS-EX ; 2019:408
Keywords [en]
Digital transformation; high-end retail; case study; Burberry; reinvention
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:kth:diva-254981OAI: oai:DiVA.org:kth-254981DiVA, id: diva2:1337109
Examiners
Available from: 2019-07-11 Created: 2019-07-11 Last updated: 2019-07-11Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
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