1 Introduction
2 Literature review
2.1 Supply chain strategy
2.2 Renewal through value-driven reshoring
2.3 Context of a clothing manufacturing revival
3 Methodology
4 Case analysis of Burberry
4.1 Foundation and corporate heritage brand crisis
4.2 The era of Rose Marie Bravo
4.3 The era of Angela Ahrendts
“It’s all about the Britishness of the product... consumers in China don’t want to buy a Burberry trench coat made in Shanghai… they want the real thing, it has to be truly made in England… it’s the craftsmanship and heritage of the brand that consumers in emerging markets are buying into” (Interview, September 2015).