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Burberry Competitive Review


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A competitive review ofBurberry brand. Sources of information include the Burberry website, annual report and various other sources.

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Burberry Competitive Review

  1. 1. Burberry<br />Competitive Presentation<br />October 1st, 2009<br />Prepared By: Bassem A Masri<br />October 1st, 2009<br />
  2. 2. Historical Timeline<br />First clothes for the British military, followed by officer uniforms in 1901<br />Asian expansion with master license awarded to Mitsui & Co<br />Eyewear and timepiece collections introduced.<br />Burberry check trademarked and used as lining to trench<br />Thomas Burberry Opens First Shop<br />New York Flagship Store Opens<br />Water resistant gabardine invented and patented in 1888.<br />1967<br />1880<br />1891<br />1895<br />1914<br />1950<br />1980s<br />1955<br />1964<br />1924<br />1997<br />1870<br />1967<br />Hollywood embraces the trench<br />Use of check expanded to scarves, luggage and other key items<br />Military trench coat born when the British War Office commissions Burberry to make weatherproof coat with epaulettes and D- ring<br />London store opens in Haymarket<br />Burberry receives Royal Warrant, from Queen Elizabeth II. Great Universal Stores acquires Burberry<br />Burberry Expands to an emporium<br />Rose Marie Bravo appointed CEO<br />
  3. 3. Historical Timeline Continued<br />Stock market listing (IPO). Burberry launches &quot;The Art of the Trench,&quot; a made-to-order raincoat service for men and women<br />First advertising campaign by Mario Testino, starring Stella Tenant<br />Burberry celebrates 150th anniversary. Sponsors the &quot;AngloMania&quot; exhibition at The Metropolitan Museum of Art<br />The high-end Burberry Prorsum women&apos;s line is launched<br />1999<br />2001<br />2002<br />2004<br />2005<br />2006<br />1998<br />Angela Ahrendts appointed CEO effective July 1, 2006. She takes over from Bravo, who is named vice chairman of the company<br />Custom Canine, a made-to-order trench coat service for dogs, is launched<br />Christopher Bailey takes over as design director from Roberto Menichetti<br />
  4. 4. Core Identity<br />Authentic British heritage<br />Unique democratic positioning within the luxury arena<br />Founding principles of quality, function and modern classic style, rooted in the integrity of its outerwear<br />Globally recognized icon portfolio: the trench coat, trademark check and Prorsum horse logo<br />Brand a symbol of both luxury and durability<br />Check pattern of camel, black, red, and white plaid design – a registered trademark<br />Company image transformed from a tired outerwear manufacturer into a luxury lifestyle brand<br />Brand repositioned to a niche between cutting-edge fashion and classic fashion, excelling in clothing lines and accessories<br />
  5. 5. Extended Identity<br />The visual image of Burberry are groups of middle aged men and women who love the elegant, yet modern spirit of Burberry London. It epitomizes the cosmopolitan London lifestyle with independence and relaxed confidence<br />The brand personality is modern edginess merged with classic British elitism<br />Multi-category competency: women&apos;s wear, men&apos;s wear, non-apparel and children&apos;s wear with innovative outerwear as the foundation<br />Channel expertise in retail (including e-commerce), wholesale and licensing<br />Global reach: operations in markets throughout the world, with a balance across major geographic regions<br />
  6. 6. Value Proposition<br />Functional benefits include increasing the luxuriousness of your life at an affordable price <br />Emotional benefits include the ability to set you apart as an exclusive member of a club that few can get into<br />Self expression benefits include its ability to express your success, financial power and exclusivity<br />
  7. 7. Limited Distribution – Premium Pricing<br />Burberry Prorsum - Couture<br />Burberry London – Ready to Wear<br />Diffusion Ranges<br />Burberry Blue Label<br />Burberry Black Label<br />Thomas Burberry<br />Wider Distribution – Accessible Pricing<br />Brand Model<br />
  8. 8. Brand Strategy Highlights<br />Leveraging the franchise through more coordinated use of brand assets and greater integration of its global organization<br />Maintaining brand momentum. Consistent projection of Burberry&apos;s distinctive luxury message across all mediums<br />Reinforcing outerwear heritage and leadership. As the brand&apos;s defining category, outerwear innovation remains the top product priority<br />Further reshaping the product pyramid. Continuing to create clear distinctions between its Prorsum (runway), London Collection (wear to work) and Lifestyle (wear at weekend) lines<br />Capitalizing on menswear opportunity. For most of its history, menswear dominated Burberry&apos;s sales. While women&apos;s wear took the lead during the brand&apos;s revitalization over the last decade, During 2008/09, menswear continued its transition from legacy product licenses, strengthened its tailoring offering and enhanced dedicated marketing initiatives<br />
  9. 9. Brand Strategy Highlights<br />Building children&apos;s wear. Currently a small business for Burberry. Developing a global product assortment and building the required organization<br />Enhancing marketing. The continuous enhancement of marketing and PR functions is a key objective. Intensifying efforts in the rapidly evolving digital arena through a reallocation of media spend and added dedicated human resources.<br />Optimizing licensing. Leveraging its brand management, design and marketing expertise in categories requiring the specialized skills of partners<br />Intensifying non-apparel development Intensify, focus on and invest in under-penetrated non-apparel categories to further leverage Burberry&apos;s unique positioning, design and merchandising expertise and iconic branding through investment in product development, marketing and supply chain<br />Accelerating retail-led growth. Shifting company culture and processes from a static wholesale model to a dynamic retail model. Retail-led growth refers not only to the operation of Burberry&apos;s own stores, but also to a fundamental shift in the Group&apos;s operating culture.<br />
  10. 10. Brand Strategy Highlights<br />Investing in under penetrated markets. Focusing on and invest ingin under-penetrated markets. These markets consist of both developed markets, like the United States, and emerging markets including China, India, the Middle East and Russia. All distribution channels (retail, wholesale and licensing) are used to optimize these opportunities<br />Pursuing operational excellence. To be recognized as much for operational expertise as for product and marketing excellence<br />
  11. 11. Brand Revamping<br />The brand became associated with a wide range of demographics and became off target which resulted in dropping revenue and distanced consumers<br />Burberry became associated with hooligan fans <br />Burberry became associated with ultra rich celebrities only<br />Burberry became associated with stuffy, old, arrogant Englishman<br />Burberry became associated as a raincoat company only<br />New CEO recruited in 1990s and set about revamping the brand to include:<br />Hiring new designers who took the signature plaid from raincoats to bikinis<br />Modern Burberry is associated with a modern edginess merged with a classic British elitism<br />
  12. 12. Revenue By Product Category<br />
  13. 13. Revenue By Destination<br />
  14. 14. Revenue By Channel<br />
  15. 15. Ad Campaign Spring 2009<br />Burberry went with a sunny, bright greenhouse full of greenery and plants for the official Spring 2009 ads.<br />The campaign was shot by Mario Testino at Petersham Nurseries, a posh garden center outside London.<br />“I wanted the mood to be gentle, relaxed, romantic and about a quiet, beautiful sense of luxury,” explained Burberry creative director Christopher Bailey. “This campaign highlights the spirit of our wonderfully crumpled classics.”<br />
  16. 16. Ad Campaign Spring Summer 2009<br />
  17. 17. Ad Campaign Spring Summer 2009<br />
  18. 18. Ad Campaign Fall Winter 2009<br />Emma Watson is the face of Burberry for the Fall Winter 2009 Campaign<br />Ad campaign was shot by Mario Testino near Burberry’s new headquarters in London. <br />The campaign broke in magazines in August <br />An interactive digital campaign directed by Bailey that includes podcasts and behind-the-scenes footage appeared on the website<br />I wanted the images to represent both the rich history and the modernity of the Burberry brand, while at the same time reflecting a quiet beauty, timelessness and strength that is particularly significant today,” said Burberry creative director Christopher Bailey<br />
  19. 19. Ad Campaign Fall Winter 2009 – Emma Watson The New Face of Burberry<br />Emma Watson is the fall 2009 face of Burberry<br />Celebrity face represents a shift for the brand, who cast a plethora of models — Lily Donaldson, Eden Clark, Alexina Graham, and Richard Wyndham — for the spring 2009 campaign<br />For the fall campaign before that, the label cast model Rosie Huntington-Whiteley alongside actor Sam Riley, and Lily Donaldson starred in the spring campaign before that<br />This is Emma&apos;s first major campaign<br />
  20. 20. Ad Campaign Fall Winter 2009<br />
  21. 21. Ad Campaign Fall Winter 2009<br />
  22. 22. Ad Campaign Fall Winter 2009<br />
  23. 23. Ad Campaign Fall Winter 2009<br />
  24. 24. Ad Campaign Fall Winter 2009<br />
  25. 25. PR-Press Coverage<br />
  26. 26. PR-Press Coverage<br />
  27. 27. PR-Press Coverage<br />
  28. 28. PR-Corporate Social Responsibility<br />The mission of the Burberry Foundation is to help young people realise their dreams and potential through the power of their creativity. <br />The Burberry Foundation is committed to dedicating its global resources to help young people build confidence, make connections in their communities, and grasp opportunities to succeed. <br />The aim of the Foundation is to empower young people to use their intellectual creativity — that which will help them to imagine and achieve their life goals<br />The Burberry Foundation serves young people by helping them to:<br />gain confidence in their daily lives and develop self-esteem;<br />build connections to their families, friends, partners, and society at large; and<br />develop the ability to reach for opportunities in school, work, and life<br />Elements of the Burberry Foundation<br />Grantmaking in key cities and globally<br />Encourage Burberry employee involvement with designated charities<br />Merchandise and other in-kind donations to designated charities to support programmatic, development and administrative functions.<br />
  29. 29. MENA Presence - Boutiques<br />Bahrain <br />Manama<br />City Centre Mall<br />Kuwait<br />Kuwait City<br />Arraya Centre <br />Qatar<br />Doha<br />Villagio Mall<br />Saudi Arabia<br />Khobar<br />Al Rashid Mall<br />Jeddah<br />Khayyat Mall<br />Riyadh<br />Kingdom Centre<br />UAE<br />Abu Dhabi<br />Abu Dhabi Duty Free & Inflight Catering Bldg.<br />Dubai<br />Burjuman Centre<br />
  30. 30. Outlets<br />Asia<br />China<br />Hong Kong <br />Korea<br />North America<br />USA<br />
  31. 31. THANK YOU<br />