In particular, Burberry's collaborations with other brands should be looked at with the aim of offering more affordable ranges of clothing and accessories and reaching a wider audience.

The investments made in communication and marketing can also be interesting with fashion shows or other international events.

It is also important to follow Burberry's international expansion strategy with an increase in its presence in various international hubs and particularly in certain emerging markets.

The improvements made to the group's online sales section may also enable it to target a wider clientele and we will therefore be interested in the new developments in this area.

Of course, we will have to keep an eye on the competition from both the other big groups in the luxury sector, but also from the more popular and less expensive brands.

Taxation, which is relatively high in this industry, and its changes, may impact Burberry's profitability results.

Finally, you should follow the company's key financial figures and their evolution, including the amount of the dividend, the net income and the annual cash flow.

Kering 

First of all, the Kering group, which was formerly the PPR group for Pinault Printemps Redoute, is a French group in the luxury sector which owns several brands in competition with Burberry, including Gucci, Yves Saint-Laurent, Bottega Veneta, Balenciaga, Boucheron and Alexander McQueen. The group went public in 1988 and joined the CAC 40 stock market index in 1995. In 2013, the PPR group changed its name to Kering.

LVMH

Another French luxury group is also a direct competitor of Burberry. This is the LVMH group for Moët Hennessy Louis Vuitton SE which is a French group of companies and one of the leaders in the luxury industry worldwide in terms of turnover. It was created in 1987 through the merger of the companies Moët Hennessy and Louis Vuitton. Its main shareholder is currently the Arnault group through the Christian Dior holding company. LVMH is the world's leading luxury goods company with almost 70 brands, including wine and spirits brands such as Château d'Yquem, Moët & Chandon, Veuve Cliquot, Krug, Hennessy and Glecnmorangie. It is also positioned in the fashion and jewellery segment with the brands Louis Vuitton, Dior, Givenchy, Céline, Kenzo, Fendi, Guerlain, Marc Jacobs, Chaumet; Thomas Pink, Tiffany & Co and Bulgari. He is also active in the media sector with Les Echos, Le Parisien and Radio Classique, and in the retail sector with the Sephora and Le Bon Marché brands. He also owns the Cheval Blanc Courchevel and Belmond hotel groups.

Hermès International 

Finally, the third major competitor of the Burberry group is the Hermès Paris group which is a French company specializing in the design, production and sale of luxury goods in the fields of leather goods, ready-to-wear, perfumery, watches, home, lifestyle and tableware. The company was founded in 1837 by Thierry Hermès and was formerly a harness and saddle manufacturer. It is largely owned by the Hermès family, whose fortune is estimated at €39,600 million.

Goat

First and foremost and in 2020, the Burberry group has notably set up a partnership with the distributor Goat. This exclusive partnership aims to make the group's new Arthur sneaker model available on Goat. Remember that this online platform specializing in sneakers had already worked with other major luxury brands including Chloe, McQ or Versace. The Arthur sneakers were created by Riccardo Tisci as an exclusive model for Burberry in reference to the British maritime heritage with a contemporary streetwear look.

Tencent 

Earlier i.e. in 2019, it was with the Chinese internet giant, Tencent, that Burberry launched a strategic partnership aimed at expanding its retail sales in China. The association of the two companies has thus resulted in a pioneering concept that combines social media and retail with the aim of creating online and offline spaces and getting customers to engage, share and buy.