The Fashion Scholarship Fund (FSF) is a fashion-oriented education and workforce development non-profit in the U.S. For this case study competition, I submitted a marketing analytics case study on how Burberry can further reposition themselves in the luxury market through sustainability. My case study is defined by: "Heightening Burberry’s Consumer Brand Attractiveness With Sustainability as a Driving Force." I wondered if sustainability and luxury can really intersect given their lineage of using traditional materials in craftsmanship like leather and fur.

I executed this through a sustainability focused campaign targeting Gen Z and explored how to maintain retention amongst existing customers. Being part of Gen-Z, social and environmental responsibility is a key aspect many of this generation believe in and fight for. I discovered a gap in Burberry’s target market that involves younger generations and a huge rise in sustainable efforts from many other fashion brands. Burberry prides itself on sustainability and efforts by the brand are seen throughout the ethos, supply chain and retail presence of this British luxury brand.

This was accomplished through a proposed collaboration between Burberry and Mylo– a mushroom leather company that provides a renewable and sustainable alternative to leather. Burberry and Mylo align in their vision and mission where environmental preservation is of central significance to both brands. Therefore, by synthesising sustainability and technologies at our reach today, while being central to Burberry’s ethos of a brand, this marketing strategy is focused on the ways that sustainability and technology can drive a campaign. By taking advantage of Burberry’s existing strategies put in place, I explored how to leverage sustainability as a key component in this marketing strategy to shepherd Burberry towards further establishing themselves in the luxury market.