2. The History of Burberry
1856-
• The brand is founded by 21-year-old dressmaker
Thomas Burberry.
• The first Burberry store opens on Winchester Street in
Basingstoke.
1891-
• The company moves into its first London store, 30
Haymarket.
1909-
• Opening of the Burberry store in Paris at 8 Boulevard
Malesherbes.
1924-
• The red, black, and white check pattern was created,
and in 1967 it was used in all merchandise.
1955-
• Great Universal Stores Plc. Bought Burberry and
licensed the brand in Japan.
3. History Continued
1997-
● New CEO- Rose Marie Bravo
2000- the Burberry worldwide flagship opened on New Bond Street
in London's West End
2009-
● The new Burberry global headquarters opens at Horseferry House
in London.
● The American Burberry headquarters opens at 444 Madison
Avenue in New York City.
4. Entry into the industry
● Luxury, high fashion, retail industry
● Burberry began years ago by providing explorers,
athletes, and soldiers with clothing and uniforms.
● Burberry became well known and kept its publicity up
by advertising and campaigning.
5. Product pyramid
Burberry’s products are separated into categories, each category
has a different target market and the amount of revenue they bring
differ.
6. Business
Strategy
● Design, marketing,
and retail-led
strategies
● Digital focus and
integration
● Channel Diversity
● Multi-category
competency
● Global Reach and
Balance across
regions and markets
7. Entry into Global Markets
● Burberry London - International Line which is the main collection.
● Its positioning is high end
● Turnaround to the Burberry brand
● Strong womenswear and accessories segments
● Main markets: Europe and US
● Products are mainly sources in Europe and UK
● Thomas Burberry Spain & Portugal
8. Other Global Markets
● Burberry London- Japan Line
● Sold in Japan, but made locally
● High quality apparel
● Lower positioning and price than international line
● Blue and Black Labels
10. Problems
● Big problem was counterfeiting- credibility?
● Brand positioning
● sustainability
11. Strategies used to overcome
● In global market burberry, is very big player in the market.
● There is very tough competition in market.
● To face competition and making our space in the market, we
should follow standardization product in market strategy.
● In this strategy, we should follow a standard approach to
marketing, branding, and product development on a global level.
● Standardization occurs in factories, product research and
development and global marketplace.
12. Burberry’s Success
● Burberry is famous fashion house highlighting the British
lineage and heritage.
● The company deals with fashionable and luxurious items like
accessories, clothing, sunglasses, fragrances, and cosmetics.
● Product Mix:Burberry specializes in fashionable clothes includes
shirts, pants, trench coats, that is appreciated worldwide
because of it distinctive design and exquisite material.
● Place Mix: Burberry stores are located in at least 500 locations
spread around the world in fifty countries.
● Price Mix: The fashionable clothes is very expensive for their
customers. The cater to upper class for their product.
● Promotion Mix: The brand has promotion in high class magazine
to buy their product.
● High class magazines have been selected so that ads can be
placed in them and visual media has been utilized to launch and
highlight the product.
