The importance of identity in Burberry and Chanel’s tumultuousness  

The tumultuousness (coming and already ongoing) of luxury brands speaks of the centrality of style and the importance of identity. Sticking to recent cases, on 15 May Burberry will announce its Q4 2024 results and analysts are not expecting anything good. According to Goldman Sachs and Morgan Stanley, the brand will drop by 13%. The…