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  • 1. Preppy Girls Barbara van Stigt, Olivia Llagostera, Maria Eugenia ErrobidarteFriday, 5 February 2010
  • 2. BRAND STRATEGY ANALYSISFriday, 5 February 2010
  • 3. BRANDS TARGETFriday, 5 February 2010
  • 4. PREPPY GIRLS Two Main Targets For Preppy Girls: Both Buying from Burberry 1. Accessories (16-19 years old) 2. Accessories & Clothing (20-25 years old) There is a difference in their shopping drivers and preferences and slight differences in their wearing style.Friday, 5 February 2010
  • 5. Life Stage Target 1 Age: 16 - 19 Gender: Female Occupation: Students Income: Depend on Family (Mid High) Responsibilities: None, solely to do homework Spends Money On: Cinema, Starbucks & Clothing Personality: Classic, Feminine, Happy, Studious, Fun.Friday, 5 February 2010
  • 6. Life Style Target 1 Books: Carefree Chick lit such as Confessions of a Shopaholic as well as classics such as Jane Austen. Music: New pop bands. Commercial Music such as Lilly Allen Hobbies: Being with friends, sports, eating out, watching TV series. Interests: Fashion, Literature, Movies, Gossip Activities: Tennis, Sailing, Horse Back Riding, Polo, SwimmingFriday, 5 February 2010
  • 7. Wearing Style Target 1 Fabrics: Natural Fabrics such as Linen, Silk, Cotton, Wool. Colours: Beige, White, Navy Blue, Grey, Green, Red, Brown & Grey. Their day wear clothing is often very very colourful Types of Clothing: More conservative and casual. Nothing too revealing. Brands Worn: Tommy Hilfiger, Ralph Lauren, Burberry, Louis Vuitton, Diesel, Converse. Models, Prints & Cuts; Tweed, Pin Stripe, Quilted, Oxford, classic models, prints and cuts.Friday, 5 February 2010
  • 8. Fashion Target 1 Dependance A mix of Classic and Mainstream. They don’t depend on fashion. However, like to look stylish and trendy so they follow main trendsFriday, 5 February 2010
  • 9. Fashion Target 1 Preferences Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as Main Streets such as Passeig de Gracia and Rambla Catalunya. Type of Store: Mainly Multibrand, Luxury and Department Stores. They also shop at massive chain stores but it isn’t their preference Type of Service: Mixed Loyalty to Brands: Yes, but it depends on what their friends wear. Loyalty to Stores: NoneFriday, 5 February 2010
  • 10. Shopping Target 1 Drivers Drivers: Self Confidence, Brand Logo & Brand Status Type of Buying: Rational - Seasonal Un Rational - ImpulsiveFriday, 5 February 2010
  • 11. Life Stage Target 2 Age: 20-25 Gender: Female Occupation: Student Income: Depend on family (Mid- High) Responsibilities: Lives by herself, basic responsibilities. Spends Money On: Clothing & Going Out. Personality: Outgoing, Fun, Flirty, Studious, Chic, Stylish, Conservative.Friday, 5 February 2010
  • 12. Life Style Target 2 Books: Classics such as Jane Austen as well as Romantic Novels such as Nicholas Sparks Music: Commercial Music. Hobbies: Going Out, Dating, Shopping, Be with their family and Friends. Interests: Art & Design, Literature, Fashion, The world, Gossip. Activities: Dancing, Running, Gym(fitness), Swimming Celebrities: Olivia Palermo, Leighton Meester, Charlotte Casiraghi, Kate Middleton.Friday, 5 February 2010
  • 13. Wearing Style Target 2 Fabrics: Natural Fabrics such as Linen, Silk, Cotton, Wool and Cashmere. Colours: Beige, White, Navy Blue, Grey, Green, Red, Brown & Grey. Types of Clothing: More conservative and casual. A very Chic and Feminine style. Nothing too revealing. Brands Worn: Tommy Hilfiger, Ralph Lauren, Burberry, Marc Jacobs, Chloe Models, Prints & Cuts; Tweed, Pin Stripe, Quilted, Oxford, classic models, prints and cuts.Friday, 5 February 2010
  • 14. Fashion Target 2 Dependance Classic Mixed with Mainstream. Is Influenced by trends but has really got an established style.Friday, 5 February 2010
  • 15. Fashion Target 2 Preferences Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as Main Streets such as Passeig de Gracia and Rambla Catalunya. Type of Store: Luxury and Department Stores. They also shop at massive chain stores for basics. Luxury brands at Multi-Brand Stores Type of Service: Mixed Loyalty to Brands: Yes, but the fact whether the brand is fashionable at the moment does influence them. Loyalty to Stores: Yes, Slightly loyal.Friday, 5 February 2010
  • 16. Shopping Target 2 Drivers Drivers: Self Confidence, Quality, Exclusivity, Brand Status and Brand Logo for Accessories. Type of Buying: Rational - Seasonal Un Rational - ImpulsiveFriday, 5 February 2010
  • 17. Day Wear WeekendFriday, 5 February 2010
  • 18. Day Wear School DayFriday, 5 February 2010
  • 19. Evening WearFriday, 5 February 2010
  • 20. BURBERRYFriday, 5 February 2010
  • 21. BURBERRY “A luxury brand with a distinctive British sensibility, strong international recognition and different values that resonate across a multi-generational and dual-gender audience.”Friday, 5 February 2010
  • 22. Founded: Basingstoke, UK (1856) Status: Public HeadQuarters: London, UK Main Employees: John Peace & Angela Ahrendts Christopher Bailey (CD) Products: Clothing, Accessories, Perfumes Net Profit: 135.3 million pounds (2008) Website: http://www.burberry.comFriday, 5 February 2010
  • 23. Burberry Thomas Burberry at age 21 1880 - Gabardine invented by T.Burberry 1890s - Created army clothing for British Army and Aviators 1955 - Company taken over by Great Universal Stores Burberry Check - Haymarket Check = the trademark of Burberry - 1st used in 1924 in the lining of the trenchcoats. - HouseCheck is a modern bigger version of it by Christopher Bailey (2006) Brand with a Royal Warrent by Queen ElizabethFriday, 5 February 2010
  • 24. BRAND POSITIONINGFriday, 5 February 2010
  • 25. Competitors TARGET 1 General: Tommy Hilfiger, Ralph Lauren, Lacoste, La Martina Shoes: Repetto, Marc by Marc Jacobs, Converse Jeans: Diesel, Pepe jeans, Replay, Accessories: Louis Vuitton, Longchamp, TOUSFriday, 5 February 2010
  • 26. Positioning + Brand Status Burberry Ralph Lauren Tommy Hilfiger - Fashionable + Fashionable La Martina Lacoste - Brand StatusFriday, 5 February 2010
  • 27. Competitors TARGET 2 General: Ralph Lauren, Marc Jacobs, Chloe, Massimo Dutti Shoes: Pedro del Hierro, Jaime Mascaro, Chloe, Chanel, Louis Vuitton Jeans: Diesel, Seven, For All Man Kind, Citizens of Humanity Accessories: Louis Vuitton, Longchamp, Chanel, Bimba & LolaFriday, 5 February 2010
  • 28. Positioning + Quality Burberry Chloe Marc Jacobs Ralph Lauren - Fashionable + Fashionable Massimo Dutti - QualityFriday, 5 February 2010
  • 29. BRAND VALUESFriday, 5 February 2010
  • 30. Values - Tradition - Quality - Logo - Durability - Classical - British - Reserved Posh - Brand Awareness / Brand RecognitionFriday, 5 February 2010
  • 31. Target ObservationsFriday, 5 February 2010
  • 32. Target Observations Target present at store: Not many “young” girls at the store at all. Mainly 30-60 year old classic women. Japanese tourists. Young girls/women seen in accessories side only - In the weekends more families (mother with daughter) seen at the store - During the week hardly any one under the age of 30. - People seemed to purchase mostly from the “sales” departmentFriday, 5 February 2010
  • 33. Target Observations 20 girls - Age 16-25: Ever Purchased Burberry: 55% Yes Clothing: 28% yes Accesories: 68 % yes Where Purchase Burberry: 25% Burberry Store Multibrand 55% El Corte Ingles 20%Friday, 5 February 2010
  • 34. RETAIL STRATEGY ANALYSISFriday, 5 February 2010
  • 35. LOCATIONFriday, 5 February 2010
  • 36. Market Segmentation City Area: 1st areas (main shopping streets) 2nd Area (Madrid) Markets: (Own Stores) Strategic: Barcelona, Madrid Main: Valencia, Sevilla Secondary: Oviedo, Huelva, Almeria, Marbella Department stores / Multi Brand Stores: - Sell in all El Corte Ingles across Spain. - Sell in Multi-Brand stores in all markets (including regional markets in Spain) - Sell at Airports.Friday, 5 February 2010
  • 37. Location • Barcelona - Passeig de Gràcia, 56 • Madrid - José Ortega y Gasset 8 • Sevilla Sierpes, 34 • Oviedo José Ortega y Gasset 8 • Huelva Jesús Nazareno 3 • Almeria - Pza Marques de Heredia • Marbella - Muelle Ribera Casa HFriday, 5 February 2010
  • 38. SPACE MANAGEMENTFriday, 5 February 2010
  • 39. WINDOW Staircase StaircaseFriday, 5 February 2010
  • 40. Furniture = Stopper Mosaic Floor Cashier = Stopper Carpet Column = Stopper Mannequin = StopperFriday, 5 February 2010
  • 41. UPSTAIRS Menswear ChildrenFriday, 5 February 2010
  • 42. Cold Areas UPSTAIRS MEN & KIDS UPSTAIRS MEN & KIDSFriday, 5 February 2010
  • 43. Cold Area Warmed Up Areas PRORSUM X * Cashier X Fitting Rooms ACCESSORIES SHOES * X RAINWEARFriday, 5 February 2010
  • 44. Shelves Carpets Racks Prorsum Accessories Sports Shoes Prorsum + Basics RAINwearFriday, 5 February 2010
  • 45. Natural CIRCUITFriday, 5 February 2010
  • 46. FORCED CIRCUIT No Sign explaining what products can be found upstairs at Staircase B - Only in Staircase A this is explained A BFriday, 5 February 2010
  • 47. CATEGORY MANAGEMENTFriday, 5 February 2010
  • 48. Criteria used to manage categories 1. Clothing is organized by: Accessories & Clothing 2. Clothing has been organized by: Men - Women - Kids. 3. Lines: - Burberry Prorsum - Burberry Sports - Burberry 4.Burberry Uses: - Rain Wear - Basics - Formal Total Looks = Easy to find - Outerwear Within the racks and ShelvesFriday, 5 February 2010
  • 49. IN STORE COMMUNICATIONFriday, 5 February 2010
  • 50. Interior Design FURNITURE: - Seats without hanging part “Poufs” - Tables: Round Square Rectangular (different heights can slide into each other) - Small rectangular tables MATERIALS: all high quality and luxurious Leather Wood Suede (pouffs and carpet) Marble Plastic Glass Mosaic Stone Floor (Red, Beige, White)Friday, 5 February 2010
  • 51. Interior Design Lighting: - By the mirrors on the side - On the table there are lights with fabric around them which are soft. - Ceiling “sets of 3 small lights” & “sets of 2 big lights” Placed all over the ceiling creating an atmosphere and lighting on the mannequins and garments (there are sets of bulbs at every 10 centimeters)Friday, 5 February 2010
  • 52. Visual Merchandizing Amount of Garments: 3-4 of each: Small - Medium - Large - XL (36-38-40-22) Folding: All garments are folded in three parts Table Display: Used for basic Garments / Shoes / Bags but never mixed! Tables with glass for accessories Display: Lateral Frontal - Very Little, only main garments from the Window DisplayFriday, 5 February 2010
  • 53. Windows Window 1: Men & Women (Coats) Window 2: Accessories + Opening Hours Window 3: Accessories + Opening Hours Window 4: Men & Women (Summer 2010) Window 5: Women (Summer 2010) Window 6: Kids (Summer 2010) Window 7: Men & Women (Without advert backdrop) Window 8: Men & Women (Without advert backdrop) Passeig de 1 Gracia 2 3 4 5 6 7 Carrer d’Aragó 8Friday, 5 February 2010
  • 54. WindowsFriday, 5 February 2010
  • 55. WindowsFriday, 5 February 2010
  • 56. Windows 5 6Friday, 5 February 2010
  • 57. Windows 7 8Friday, 5 February 2010
  • 58. Windows 7 8Friday, 5 February 2010
  • 59. Window Mystery Shopping Cleanness Interior Brand Name Backwall Opening Hours Credit Card POS Material Lighting Prices Concept 0 2 4 6 8 10 Clean, Clear & Interesting but lack of ConceptFriday, 5 February 2010
  • 60. Other Communication Elements Bags: Thick carton bags, beige with Burberry name and Sign. Bag is closed using a silk or organza ribbon, sometimes with the logo printed on the ribbon. Catalogues: At the cashier they are there for take away Look Book: In the “Burbery Prorsum” area, there is a look book on a table to look at. Displays: Advertisements are used as “backdrops” and wall decoration in “Burberry Sports”, “Burberry Prorsum” and around the stairs. These adverts are also used as back wall in some windows. Music: Lounge Pop, Radio type music on medium volumeFriday, 5 February 2010
  • 61. Mystery Shopping GENERAL IMAGE General Image Uniform Brand Clothing Clothing Image Distraction 0 2 4 6 8 10 Look professional, fit in with the brand and concentrate on their jobsFriday, 5 February 2010
  • 62. Mystery Shopping GREETING Greeting Waiting Time1st name terms 0 2 4 6 8 10 Perfect timing to greet, a formal but welcoming greetingFriday, 5 February 2010
  • 63. Mystery Shopping TECHNICAL INFORMATION Technical InfoProduct Knowledge Brand Knowledge Confidence 0 2 4 6 8 10 Know what Burberry is about, what they have to offer and what it entailsFriday, 5 February 2010
  • 64. Mystery Shopping CLIENT NEEDS 1st attitude Options Given Fitting ProcessNeeded Size Available Hesistant Attitude Advice Given Substitute Product Cross Sales 0 2 4 6 8 10 Accompany you to fitting rooms, advice you, bring you new products and give you advice while selling.Friday, 5 February 2010
  • 65. Mystery Shopping CLOSING & GOODBYEAccompany Cashier Packaging Distraction Speed Goodbye 0 2 4 6 8 10 Accompany you to cashier, then taken over by other employee, fast, professional experience.Friday, 5 February 2010
  • 66. Mystery Shopping GENERAL Proactivity Availability 0 2 4 6 8 10 Employees walk around “happy”, are available for all your needs and see it when you might need help.Friday, 5 February 2010
  • 67. RETAIL COHERENCE CONCLUSION Store is very traditional and beautiful but: - Does it show the young image they want to give off? - Is the “Preppy Girl” Happy in this store? Location of store in - Has Burberry gone “Off Limits”? Barcelona is Perfect. - Target lost ? It is seen as a - Worn by R&B and HipHop artists such as Nelly & Ja Rule reference point. - Bad image due to Chavs? Overal Spain strategy not coherent!Friday, 5 February 2010
  • 68. RETAIL COHERENCE CONCLUSION Do their windows Does their in store communicate: communication. - Brand Image - YES 100% - Inform - 100% - Collection Concept - 50% - Differentiate - 80% - Movement, Volume & - Seduce - 90% (Convincing) Dynamics - 75% - See the concept / Brand Image - 100% - Find what they are looking for? - Recognize garments of window display? Yes garments from window display are Depends on what you are looking for hanged frontally 80% - Move around with freedom? 80% - Feel attracted by the product 100%Friday, 5 February 2010
  • 69. RETAIL COHERENCE CONCLUSION Store on Passeig de Gracia is perceived as: “beautiful”, “amazing”, “a state of the art” BUT “At times confusing” and “very big” - Perhaps for an older target who has time to look through the different rooms and is really looking for specific garments unlike our target who isnt always buying rationallyFriday, 5 February 2010
  • 70. RETAIL COHERENCE STRATEGY COHERENT WITH TARGET SHOPPING PREFERENCES: - Intimidating and imposing store: - Luxurious Materials used, Heigh Ceilings and the size of the store - Amount of employees and the general sense of control. - Atmosphere is cold due to the marble. - Probably made for an older target - Target feels more identified buying Burberry in El Corte Ingles or multibrand - The store suits the brand values and brand strategy it simply doesn’t suit a young preppy girl (they feel judged and intimidated)Friday, 5 February 2010
  • 71. RETAIL COHERENCE STRATEGY COHERENT WITH BRAND’s POSITIONING AND VALUES yes, because: - Brand Values are clear. - Brand Status and Image are portrayed clearly - Coherence between brand awareness and store size (everyone knows about the store, small store would not suit). - Products are given space, which matches the idea of quality. - Burberry = Traditional, the store is in a traditional architectural state. - Brand’s values are felt immediately when walking into the store. - Cross Selling = Possible due to display of products it is easy to find similar products around and often total look in easy reach.Friday, 5 February 2010
  • 72. IMPROVEMENT PROPOSAL 1 CATEGORY MANAGEMENT WOMEN Unclear = The garments separation by moment of use is unclear and not well done. Very clear = Prorsum, Sports, Rainwear - Once looking for a specific garment (e.g. T-shirt), have to look through all collections and rooms Proposal: - Within the different Collections clearer image of moment of use especially Burberry main line - Daywear, Casual, Formal, Eveningwear, spread out in a more clear wayFriday, 5 February 2010
  • 73. Change in Area - Make it Warmer Replacement of “Stopper” PRORSUM SCARVES WOMEN BASICS RAIN WEAR Free Space SPORTS SHOESFriday, 5 February 2010
  • 74. IMPROVEMENT PROPOSAL 2 WINDOW DISPLAYS - Show a Collection Concept - Add Credit Card Details and make opening hours more clear - Confusing by using advertisement as back wall (clothing are different) --> A Plain Back wall with mannequins using a concept and furniture. Perhaps something very English portraying their traditions. Create a window with a younger and fresher imageFriday, 5 February 2010