Burberry Case Study

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Burberry Case Study

  1. 1. Casey Huth Chelsea Yocius Sarah Sherman Liz McHenry BURBERRY PRESENTATION Casey Huth ➵  Chelsea Yocius ➵  Sarah Sherman ➵  Liz McHenry
  2. 2. Products and Services •  The brand offers womenswear, menswear, childrenswear, accessories, footwear and licensing. •  Womenswear is the largest department of the brand by 36%. •  The Burberry signature item is the trench coat for both genders. •  Services offered to the customer are online view of the brand, catalogue, Burberry gift cards, sending gifts, warranty on product, and returning policy.
  3. 3. Distribution Channels •  Retail •  Wholesale Licensing Channels •  Fragrance •  Eyewear •  Time Pieces •  Retail is Burberry’s primary channel of distribution. •  The wholesale channel concentrates on key customers. Burberry’s Distribution Channels
  4. 4. •  The Burberry brand is offered in North America, Europe, Asia Pacific, and South America. •  In 2006, Burberry had sales of $1292.3 million and net income of $185.1 million. •  The company expanded to 4,651 employees’ leading to a 12.6% employee growth. Distribution
  5. 5. Burberry’s Brands •  Burberry Prorsum – The foundation brand. •  Burberry London – fashion forward business wear. •  Burberry Brit – The most accessible of the Burberry brands, with entry level pricing.
  6. 6. •  Burberry targets traditional individuals as well as the new fashion conscious customer. •  The customer is an individual who is interested in the British style of clean, smart traditional apparel. Burberry Menswear
  7. 7. Womenswear
  8. 8. Featured Womenswear Price Point
  9. 9. Featured Womenswear Price Point
  10. 10. Fragrances -Women •  Burberry Brit is the iconic perfume •  Featured on the website constantly •  Brit & Body are still in competition with each other •  Both priced the highest
  11. 11. BURBERRY BODY •  Highest priced perfume •  $115 •  Created in 2011 •  EAU DE PARFUM INTENSE 85ML “Top notes of green absinthe, exquisite peach and refined freesia Floral heart notes of natural rose absolute and iris enriched with warm sandalwood. Sensual base notes of woody cashmeran, creamy vanilla, seductive amber and musk.”
  12. 12. Fragrances -men •  Burberry Brit for men was created a year after the womens •  $88 “Heart notes of cedar wood, nutmeg and wild rose add a rich and spicy tone. Grey musk and Tonka smooth out the scent for a charismatic, effortless scent.”
  13. 13. Burberry- The beat •  Burberry Beat came out S/S 2012 •  Less expensive cologne in terms of volume/ price ratio “A blend of geranium and aromatic white thyme composes the fresh heart notes for a spiced, masculine scent.”
  14. 14. Sunglasses •  All categories average $200-$280 Categories Spark Square Cat-eye Round Aviator Visor
  15. 15. Spark collection •  Most expensive pair •  $280 •  Only pair that can folded
  16. 16. Burberry Watches •  Both mens and womens highest ranked/priced watches both belong to “The Britain” collection •  Both mens and womens lowest priced both fall into the same collection called “the city” collection
  17. 17. The Britain collection (women’s watches) •  $3,995 •  Highest priced watch •  Swiss Made •  Sapphire crystal face •  Nude sunray dial •  Three-hand LumiNova movement •  Rounded octagonal stainless steel case •  Set with 124 diamonds, 0.68 carats •  Alligator strap in iconic trench colour •  Two year international warranty
  18. 18. The Britain collection (men’s watches) •  $1,895 •  Sapphire crystal face •  Matte black dial •  Three-hand LumiNova movement •  Chronograph and date functions •  Rounded octagonal black-plated stainless steel case with polished bevelled edge •  Curved stainless steel case back •  Rubberised alligator strap in matte black  
  19. 19. Women’s shoes
  20. 20. men’s shoes
  21. 21. men’s shoes Women’s shoes   PRICE POINTS //
  22. 22. Hand bags
  23. 23. Hand bags
  24. 24. Company Structure: Product lines •  Luxury Fashion House: men, women, and children •  Fashion accessories •  Licensed fragrances •  Beauty
  25. 25. Company Structure
  26. 26. KPI: Total Revenue Growth     Appeal  of  brand  to  consumers  
  27. 27. Spring/Summer 2007
  28. 28. Fall/Winter 2007
  29. 29. Spring/Summer 2008
  30. 30. Fall/Winter 2008
  31. 31. Spring/Summer 2009
  32. 32. Fall/Winter 2009
  33. 33. Spring/Summer 2010
  34. 34. Fall/Winter 2010
  35. 35. Spring/Summer 2011
  36. 36. Fall/Winter 2011
  37. 37. Spring 2012
  38. 38. Fall/Winter 2012
  39. 39. Spring/Summer 2013
  40. 40. Fall/Winter 2013
  41. 41. •  h3p://www.fashionadexplorer.com/l-­‐ burberry-­‐-­‐c-­‐ad-­‐campaign   •  h3p://www.brandchannel.com/home/post/ 2013/06/19/Burberry-­‐Kisses-­‐061913.aspx   •  h3p://businesstoday.intoday.in/story/ burberry-­‐social-­‐media-­‐iniEaEve/ 1/191422.html   •  h3p://www.vogue.com/voguepedia/Burberry   •  h3p://en.wikipedia.org/wiki/Burberry  

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