Analysis as a brand manager__Namrata
Burberry -Estd 1856
Thomas Burberry (21)
Almost 150 years of history
Many contributions to
1879 – Burberry used a waterproof and
1920 – Burberry became the publically
quoted company for the first time
2002 – Burberry was listed in the London
2004 – Burberry launches its first
transactional website in US and UK was
followed in 2006
2013 – Burberry opened the first store in
India (Delhi) in the City Walk
• British Army
• Celebrities (such as: Humphrey Bogart, Ingrid Bergman, Audrey
Hepburn, Peter Sellers, etc) , well-known adventurers , politicians,
aviators, balloonists and expeditionists, British Royalty, especially King
1920s and 1930s
• European customers as well as international customers, mainly Asian
customers and in Asia also Japanese customers starting 1970s
1950s to 1980s
• Older Customer Base: Older males and Asian tourists
Early 90s to mid 90s
• Slowly and steadily Younger Customers started to enter the Burberry's
Late 90s, Rose M Era CEO – (1997)
Elite fashion for males and females in the premium segment who appreciate
the British clean, smart and timeless classic style.
➔Middle Aged Men & Women- Clothes & Fashion Accessories Perfumes.
➔Older People - Trench-coats
● Burberry specializes in fashionable clothes that are appreciated worldwide
because of its distinctive designs and exquisite materials. Its Tartan pattern is
unique in its design and is associated with Burberry.
● Middle aged men and women from upper class.
● Concentrated Marketing-Niche Marketing
● Label Consicious Shoppers
Burberry is the epitome of Britishness. It’s heritage is in leather goods;
Burberry’s is in trench coats. It has posted strong growth in the past 10
years, narrowing their scale gap with megabrands
like LouisVuitton and Gucci.
But, in the past few months, shares in this brand has lost significant value.
We can trace the roots of their recent woes to Asia; China in particular. Not
that the Chinese market has been easy for anyone recently.
Both Burberry and Prada achieved growth by developing product offerings
beyond their core, while retaining very significant centres of gravity.
Burberry has expanded from its apparel core into leather and accessories.
At the same time, in the past few years, the house has significantly
increased the price of their core offerings.
They have also moved toward becoming de facto retailers, withdrawing
from wholesale and integrating aggressively downstream.
But Burberry appear to be under greater pressure there than their luxury
peers. In its most recent quarter, Burberry saw like-for-like growth sinking
into negative territory.
Any misstep now will only compound the troubles facing these brands.
This pricing strategy considers the value of the product to
consumers rather than the how much it cost to produce it.
Value is based on the benefits it provides to the consumer
e.g. convenience, well being, reputation or joy.
As all the products are luxurious items with excellent
craftsmanship and innovative designs, the pricing has
to be premium.
What matters is that the quality that cannot be
compromised at any cost. The pricing policy of the
brand is dependent many factors.
Burberry is both a luxury brand and a global company
and hence its prices have to be consistent around
the world everywhere because price discrimination
will result in diluting its brand image.
The global marketing team of Burberry is responsible
for the pricing strategies after heavy evaluation
about the product demand, market research and
In 1911, they outfitted Roald Amundsen, and later they outfitted Ernest
Shackleton and George Mallory.
Since earlier time’s, special emphasis have been given on promotional activities.
High-class magazines have been selected so that ads can be placed in them and the
visual media has been utilized to launch and highlight their products.
Romeo Beckham was then ten year old featured in the Burberry ads with British
models Charlotte Wiggins, Edie Campbell, Alex Dunstan, Cara Delevinge and Max
The famous photographer Mario Testino photographed the Spring/summer
Felicity Jones and Callum Turner, the British actors and the models Jake Cooper
and Jourdan Dunn. The famous teenage actor Emma Watson has also been a part
of Burberry collections.
• Urban, Hip-hop musicians
• Not what they had planned
• Two possible choices:
•Low brand loyalty
•Will move to the next
new thing “BUZZ”
•Low brand loyalty
•Will move to the
next new thing
Develop new line Do Nothing/IgnoreOr
•Popularity in non-
•Not enough stores
in small cities.
•Wide age groups.
•Can conduct more
Burberry shows in
• Eroded Brand
• Poor Quality
•Original Design and
•Large range of
Burberry successful in reinventing itself
But just the beginning
A long way to go
Shedding of old leaves
New leaves yet to grow
Venture into new product categories
Flagship: Real Differentiator