King’s College London
King’s Business School
Coversheet for submission of coursework
(Undergraduate)
Complete all sections of this form and ensure it is the first page of the document you submit.
Please do not write your name in assignment.
Word count, which should be calculated electronically, must be stated accurately below.
For details of what is included in the word count, and penalties incurred by exceeding the word
count limit, please consult the coursework submission policy in the relevant programme handbook.
DECLARATION BY STUDENT
This assignment is entirely my own work. Quotations from secondary literature are indicated by the
use of inverted commas around ALL such quotations AND by reference in the text or notes to the
author concerned. ALL primary and secondary literature used in this piece of work is indicated in
the bibliography placed at the end, and dependence upon ANY source used is indicated at the
appropriate point in the text. I confirm that no sources have been used other than those stated.
I understand what is meant by plagiarism and have signed at enrolment the declaration
concerning the avoidance of plagiarism.
I understand that plagiarism is a serious examinations offence that may result in disciplinary
action being taken.
I understand that I must submit work BEFORE the deadline, and that failure to do so will
result in capped marks.
Candidate (This is a letter followed by five digits,
Z 1 9 6 5 9
no. and can be found on Student Records)
Your assignment may be used as a resource for tutors and for
other students to refer to in future. If selected, your assignment will
For group be presented anonymously and may include the tutor’s comments
work only: and the specific grade awarded. Agreement for this is optional and
Candidate will not affect your grade.
no. of ALL Do you consent to your assignment being used in this way?
group Please put a tick (✓) next to the appropriate box below.
members
YES ✓ NO □
Module Title: Consumer Behaviour
Module Code:
5SSMN256
(e.g. 4SSMN137)
Assignment (e.g. coursework
Individual Coursework
1 / group coursework etc.):
Essay Title (where
From ‘classy’ to ‘cool’: the case of Burberry
applicable):
Module Leader: Matteo Montecchi
Deadline: 26th April - 10am
Word Count: 1000 words
, F R O M ‘ C L A S S Y ’ T O ‘ C O O L’ : T H E C A S E
O F B U R B E R RY
ANNA CARBONI
STUDENT UG: 1725504
C A N D I D AT E N U M B E R : Z 1 9 6 5 9
WORD COUNT: 1000 words
Welcome to my presentation. The plan to move Burberry upmarket initiated in 2017 by Marco Gobbetti as the new CEO of the
many compliments and critiques. As a consumer behaviour student, I will be presenting the analysis of this decision from a cons
finalising with a recommendation that I consider could turn this brave decision of going “from classy to cool” into a successful b
, E X E C U T I V E S U M M A RY
Cognitive
Dissonance
Theory
Conspicuous
Consumption
Theory
INFLUENCERS AND
SOCIAL MEDIA
Burberry is a luxury fashion brand founded by Thomas Burberry in 1856. Its distinctive tartan pattern has become its most widely
and the famous trench coats its unique selling proposition (USP). Before 2017, Burberry used to be characterised by functionalit
The new CEO, Marco Gobbetti, has decided to change the 161-years-old branding strategy in order to move the brand upmark
market position as a luxury brand. The British label is now following on the footsteps of the likes of Gucci, Prada and Fendi and
buzz and sales, by embracing the resurgence of logomania and all things nineties-inspired (Yiasoumi, 2018). This renewal has be
opportunities which include the expansion in the Asian market and the chance of expanding profit margins, among others. How
also been widely criticised by business analysts and experts. The key issues that were raised include the effect on brand image a
unattractiveness of the move from the shareholders’ perspective, and the prospect of success, which has been highly questioned
King’s Business School
Coversheet for submission of coursework
(Undergraduate)
Complete all sections of this form and ensure it is the first page of the document you submit.
Please do not write your name in assignment.
Word count, which should be calculated electronically, must be stated accurately below.
For details of what is included in the word count, and penalties incurred by exceeding the word
count limit, please consult the coursework submission policy in the relevant programme handbook.
DECLARATION BY STUDENT
This assignment is entirely my own work. Quotations from secondary literature are indicated by the
use of inverted commas around ALL such quotations AND by reference in the text or notes to the
author concerned. ALL primary and secondary literature used in this piece of work is indicated in
the bibliography placed at the end, and dependence upon ANY source used is indicated at the
appropriate point in the text. I confirm that no sources have been used other than those stated.
I understand what is meant by plagiarism and have signed at enrolment the declaration
concerning the avoidance of plagiarism.
I understand that plagiarism is a serious examinations offence that may result in disciplinary
action being taken.
I understand that I must submit work BEFORE the deadline, and that failure to do so will
result in capped marks.
Candidate (This is a letter followed by five digits,
Z 1 9 6 5 9
no. and can be found on Student Records)
Your assignment may be used as a resource for tutors and for
other students to refer to in future. If selected, your assignment will
For group be presented anonymously and may include the tutor’s comments
work only: and the specific grade awarded. Agreement for this is optional and
Candidate will not affect your grade.
no. of ALL Do you consent to your assignment being used in this way?
group Please put a tick (✓) next to the appropriate box below.
members
YES ✓ NO □
Module Title: Consumer Behaviour
Module Code:
5SSMN256
(e.g. 4SSMN137)
Assignment (e.g. coursework
Individual Coursework
1 / group coursework etc.):
Essay Title (where
From ‘classy’ to ‘cool’: the case of Burberry
applicable):
Module Leader: Matteo Montecchi
Deadline: 26th April - 10am
Word Count: 1000 words
, F R O M ‘ C L A S S Y ’ T O ‘ C O O L’ : T H E C A S E
O F B U R B E R RY
ANNA CARBONI
STUDENT UG: 1725504
C A N D I D AT E N U M B E R : Z 1 9 6 5 9
WORD COUNT: 1000 words
Welcome to my presentation. The plan to move Burberry upmarket initiated in 2017 by Marco Gobbetti as the new CEO of the
many compliments and critiques. As a consumer behaviour student, I will be presenting the analysis of this decision from a cons
finalising with a recommendation that I consider could turn this brave decision of going “from classy to cool” into a successful b
, E X E C U T I V E S U M M A RY
Cognitive
Dissonance
Theory
Conspicuous
Consumption
Theory
INFLUENCERS AND
SOCIAL MEDIA
Burberry is a luxury fashion brand founded by Thomas Burberry in 1856. Its distinctive tartan pattern has become its most widely
and the famous trench coats its unique selling proposition (USP). Before 2017, Burberry used to be characterised by functionalit
The new CEO, Marco Gobbetti, has decided to change the 161-years-old branding strategy in order to move the brand upmark
market position as a luxury brand. The British label is now following on the footsteps of the likes of Gucci, Prada and Fendi and
buzz and sales, by embracing the resurgence of logomania and all things nineties-inspired (Yiasoumi, 2018). This renewal has be
opportunities which include the expansion in the Asian market and the chance of expanding profit margins, among others. How
also been widely criticised by business analysts and experts. The key issues that were raised include the effect on brand image a
unattractiveness of the move from the shareholders’ perspective, and the prospect of success, which has been highly questioned
