Burberry retail

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Burberry retail

  1. 1. The Brand
  2. 2. Burberry is a British global luxury brand and has become synonymous with it’s quality, innovation and style with a multi generational appeal and key competency in womenswear, menswear, non-apparel and childrenswear. Rated among the top ten global brands , Burberry possesses one of the most recognized icon portfolios in the world, including the classic trench coat, trademark check and Prorsum horse logo.
  3. 3. The concept
  4. 4. “ I really started thinking about Burberry make-up when we were working on the show several years ago. I was looking at all the different ways the Burberry girl expressed herself and it was the only element missing when you circled her world and her attitude.” Christopher Bailey
  5. 5. “Her make up is as light and natural as the trenchcoat that she effortlessly throws on.” Christopher Bailey ‘Effortless Elegance’
  6. 6. The iconic Burberry trenchcoat Classic Elegance Innovative
  7. 7. • Capitalize on Burberry brand momentum • Dominate beauty and news pages • Use star products, Burberry runway collections to keep up the momentum of the collection • Position line as natural, elegant and natural part of the Burberry world and the Burberry girl look • Focus on ad campaign products at launch time as well as introduction of a new Burberry collection
  8. 8. • Women, trans-generational • core target: 25- 40 years old • Urban, Modern, Educated, Beauty- Addicts, Past Purchasers of Luxury Products • Who like innovation and creativity • Shop at retailer exclusively selling Burberry BEAUTY
  9. 9. Sheer Natural Breathable Lightweight
  10. 10. Warm Soft Natural understated colours British weather shades
  11. 11. Architectural Innovative Modern and clean lines Burberry signature with the etched metallic check detailing
  12. 12. Timeless elegance Quiet luxury Iconic style
  13. 13. VISUAL PACKAGING ATTITUDE CONCEPT TimelessSophi sticated Glamour Sensual Glamour Metropolitan Masculine/ Feminine Powerful Natural Style Relaxed Attitude Elegance Metamorphism Hollywood Style Strong Colors Effortless Elegance
  14. 14. Effortless Mascara 1200 THB Eye Definer 910 THB Sheer Eye Shadow 1300 THB
  15. 15. Sheer Foundation 1950THB Sheer Compact Foundation 2200THB Sheer Powder 1850THB
  16. 16. Light Glow 1770THB Warm Glow 1600THB
  17. 17. Lip Definer 870THB Lip Glow 1150THB Lip Cover 1250THB
  18. 18. Architectural Modern and clean lines In line with fashion boutiques
  19. 19. Burberry ambassadors Dedicated to all local training, in-store events, PR events Special appearances on counter or pre sale events before openings Wendy Rowe Gina Kane (Europe, UK) Marie Lanne (Europe, Asia Valeria Ferreira (Europe) Rafael Pita (Middle East)
  20. 20. 3 Formats of Training Book 1. Full Day 2. 2 hours 3. 30 minutes Covering: • The Brand • Christopher Bailey • The last Highlights • The Collection • The Inspiration • The Products in Detail • The Campaign • Selling Techniques • Wendy’
  21. 21. PESTLE Analysis • Political – Fluctuation over the last 6 years – Corruption rate (88th) – Imports tariffs & VAT – Impact on personal income tax rates
  22. 22. • Economic – GDP (ppp) at $646 Billion (25th) – Low interest rate at 2.5% – Strong THB
  23. 23. • Social – One of the major market in Asia – 10% Annual growth rate – THB 50 Billion domestic sales in 2010 – Fragrance and Cosmetics are two tops in the industry
  24. 24. • Technological – Results from political sector – Corruption & infrastructure – Low level of research and developments
  25. 25. • Legal – Consumer law • Hydroquinone, Retinoic Acid, and Ammonia Mercury • Adverse effects – Labelling requirements – Advertisements inspections
  26. 26. • Environmental – Hot climate – Sunscreen protection
  27. 27. Processes • 5 beauty advisors in each location • Abilities to support customers with only two locations • Given knowledge on the product ingredients and benefits • Various range of skills in retail handling • After-sales services • Sales return
  28. 28. CRM • Provide better selection of products • Better customer services • Provides variety to serve different group of customers • Information analysis – Membership – Feedback form – Observation • Analysis software
  29. 29. Distribution • Luxasia – Located in 10 countries – Represents (in Thailand): BCBG, Bvlgari, Calvin Klein, Cerruti, Davidoff Parfums, Dolce &Gabbana, Esprit Scents & Senses, Kenzo, Lanvin, Lolita Lempicka, Moschino, Nautica, Salvatore Ferragamo, and Valentino – Two major transportation modes are in used – One warehouse available in inner area of Bangkok – Distribute to 20 locations of Central and The Mall group throughout Bangkok
  30. 30. SWOT Analysis Strength • Good original Burberry’s brand image • Strong iconic colors (easy to recognize) • Brand already is well known • Could use the brand’s customer data
  31. 31. Weakness • Few distribution channel (few branches) • Still new in Cosmetic market comparing to other competitive brands • Not noticeable Advertisements & Promotion
  32. 32. Opportunity • Could build up from the original Burberry base customer • Brand’s name already recognizable
  33. 33. Threats • Many Competitive brands (makes high switching costs) • Cosmetic market in Thailand is very packed • Competitive brand already launched many years
  34. 34. Competitor Analysis Chanel Strength -Strong distribution channel -Good brand image Weakness - High price - Few promotion

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