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This has included expanding its online shop and establishing a strong social media presence. The company has also developed a marketing strategy that is more focused on the customer that includes using celebrities and influencers to promote their products.<br><br>The future of the company depends on its ability to be innovative and to differentiate itself from its competitors. It is in a fierce battle with LVMH and Hermes who have established brands and a loyal customer base. The company has also had issues with trademark violations and copying of its designs which could damage its reputation.<br><br>Gucci should also invest in eco-friendly products and focus on sustainability. It must also improve its online and ecommerce capabilities to reach new markets. This will allow it to reach a wider market of luxury shoppers and increase sales. Gucci also requires improvements to its branding and customer services to appeal to young people.<br><br>Burberry<br><br>Burberry is among the most well-known luxury brands, known for its iconic designs and commitment to sustainability. Burberry's products are sold in both wholesale and retail outlets across the globe. In fy 13-14, retail sales accounted for 70 percent of the company's revenue and wholesale sales for 27%. Burberry also expanded its product range to include beauty and accessories.<br><br>The brand has embraced new technology and social media to engage with its customers. In 2016, it introduced a chatbot on Facebook Messenger to allow customers to ask questions and get updates about its runway shows. This helped the brand to reach a younger demographic, and also increase the brand's recognition.<br><br>The company also has physical stores in more than 200 countries as well as an international distribution system. 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