HISTORY OF THE BURBERRY BRANDBurberry was first established in 1956 by ThomasBurberry, opening the doors to a store inBasingstoke, England. 14 years later by 1870, the brand had established itself by focusing on outdoor clothing. In 1891, Burberry opened a shop in the Haymarket, London, which still exists and until recently was the site of Burberry‟s corporate headquarters.
In 1914 Burberry was commissioned by the War Officeto adapt its officers coat to suit the conditions ofcontemporary warfare, resulting in the "trench coat".After the first world war, the trench coat became popularwith civilians, and is still one of the most iconic items ofclothing in association with Burberry have evolved overthe last century.
“The American Gentleman with afetish for the finest, can now indulgehis taste in weatherproof luxury. Forhere without the fanfare reserved forroyalty, we illustrate a few favoritesfrom our current collection of„Burberry Bluebloods‟”.
BRAND VALUESThe brand values of Burberry have changed from when the brand was firstestablished. Before the war, Burberry clothing was manufactured to be capable toadapt to life on the front line. However in the present day, Burberry has very differentBrand Values.In the 21st Century, Burberry is allabout luxurious effortless style, andcreating new designs that representcurrent trends however are still stayloyal to the idea of what Burberry isall about, for example the „trenchcoat‟ is a Burberry statement piecehowever has evolved and developedover the past century.Burberry are also recognized forthere traditional tweed print, that isoften used for certain pieces in therecollections, and more often then notused for the inside lining of themajority of garments.
PRODUCT LIFE CYCLE Cash Cow Problem Child Traditional Trench Coats Potential investment Smaller bags and purses Rising Star Dead Dog Womens midi skirts Printed Caps Womens watches Traditional Burberry print/pattern Mens graphic print shirts
TARGET AUDIENCEBurberry targets both male and females in there late twenties/early thirties, verywealthy, successful, stylish, slim, a lot of there garments are smart so they appeal themodern day business person.Burberry specifically target this sort of audience, however they try there best to notappeal to a certain market thatdamaged the brands reputation inthe 90‟s, Chavs in Britain wore theiconic print head to toe and reallydamaged the brands reputation.
Marketing and PR StrategyBurberry‟s reputation was really damaged in the 1990‟s due to football hooligans(CHAVS, there new strategy was to get there products out there targeting the higherend of the market.They use celebrity endorsements to do this, giving numerous celebrities theregarments to wear to portray the right message with there brand and slowly remove the„chav‟ reputation that Burberry had gained throughout the 90‟s.
Catwalk Pieces Items in stores that some can afford Trench Coats Some dresses, business clothing, bags, shoesCheaper, smaller garments and accessories Purses, belts, hats, perfume etc.