Today, the fashion business environment of the 4.0 generation is changing based on fashion technology combined with advanced digital technologies such as AI (Artificial Intelligence), big data and IoT (Internet of Things). “Digital Transformation” means a fundamental change and innovation in a digital paradigm including corporate strategy, organization, communication, and business model, based on the utilization of digital technology. Thus, this study examines digital transformation strategies through the fashion brand Burberry. The study contents are as follows. First, it examines the theoretical concept of digital transformation and its utilization status. Second, it analyzes the characteristics of Burberry’s digital transformation based on its strategies. For the research methodology, a literature review was performed on books and papers, aligning with case studies through websites, social media, and news articles. The result showed that first, Burberry has reset their main target to Millennials who actively use mobile and social media, and continues to communicate with them by utilizing digital strategy in the entire management. Second, Burberry is quickly delivering consistent brand identity to consumers by internally creating and providing social media-friendly content. Third, they have started real-time product sales and services by using IT to enhance access to brands and to lead consumers towards more active participation. In this study, Burberry’s case shows that digital transformation can contribute to increased brand value and sales, keeping up with the changes in the digital paradigm. Therefore, the study suggests that digital transformation will serve as an important business strategy for fashion brands in the future.

Climate change and global warming are the biggest challenges of the current generation. Every industry has contributed to the climate change and global warming. Even the apparel industry cannot avoid the criticism regarding fast fashion and its contribution to the pollution. The transition to the decarbonized economy is in progress. All aspects of business functions are influenced by climate change. Sustainable development and climate change are closely linked, and business plays the key role in addressing and finding solutions to the challenges of climate change. Luxury brands are the trendsetters and tastemakers. They are the leaders in the fashion industry and therefore responsible for improving on sustainability as well. Even luxury business cannot avoid environmental issues. The relation between luxury and sustainability is explored with the Burberry case based on the Triple Bottom Line (TBL) framework. There are various ways for luxury brands to excel in sustainability and affect other companies’ practices. The companies can incorporate the concept of sustainability in their brand stories as part of the branding process. They can also improve demand planning accuracy and produce upcycled goods. Centering on Burberry’s case, this paper aims to explore the current sustainable practices of luxury business along with its future direction toward sustainable development. Its contribution and directions for both researchers and business practitioners are discussed.