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With Brand at Crossroads, Burberry's CEO Bets Big on China's Young Money

Burberry's turnaround was always going to be an uphill battle. Now, as the pandemic thwarts the company's plans to reinvigorate top-line growth this year, Marco Gobbetti is betting that a digital edge with Asia's Millennial and Gen-Z clients will pay off.
A display inside Burberry’s new ‘social retail’ store in Shenzhen, its 63rdin Mainland China, developed in partnership with WeChat-owner Tencent | Source: Courtesy of Burberry
By
  • Robert Williams

PARIS, France —

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