Pestel of the luxury goods sector

1. Explain the term brand DNA. Using models, theory and both secondary and primary research analyse how Burberry has leveraged its heritage over the years to create its current brand identity.
2. Undertake a PESTEL of the luxury goods sector and analyse two key issues, which you can argue Burberry should respond to in its future strategy. You are expected to apply the model and draw your recommendations from that.



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