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Burberry case brand, marketing
The document provides an overview of Burberry's history, evolution, and market position, highlighting key elements like the iconic trench coat and check pattern. It discusses brand challenges, including counterfeits and brand dilution, while also detailing strategies for repositioning, expanding product lines, and targeting new customer demographics. Ultimately, Burberry's successful reinvention is acknowledged, emphasizing the potential for future growth in various product categories.
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Burberry case brand, marketing
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- 2. Summary • Burberry -Estd1958 • Thomas Burberry • Almost 150 years of history • Many contributions to Fashion Industry
- 3. Summary • Gabardine, Burberry TrenchCoat • Burberry check- Camel Black Red White Plaid Design
- 4. Summary • Rose MarieBravo- CEO • Many highs • Lows: during late 1990s • Old-fashioned products • Counterfeits • Diluted Brand Value
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- 6. SWOT Analysis •Competition •Popularity in non-targetgroups •Not enough stores in small cities. •Expansion of stores globally. •Wide age groups. •Can conduct more Burberry shows in different cities. • Eroded Brand Image • Poor Quality and Reliability • Eroded Dealer Confidence • Low Marketing Budget •Well established brand. •Original Design and uncompromising quality •Huge channel network’ •Iconic check •Large range of products S W OT
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- 8. Market Position • Placedbetween Functionality and Luxury • Positioned as “Functional Luxury” • Polo and Armani: Apparel • Coach and Gucci: Accessories
- 9. Various Changes andEffects on Risk Profile • Repositioning of the brand • Updating the product line • Expanding the Brand Portfolio • Advertising
- 10. Role • Multiple channels •Multiple brands • Multiple collection • Multiple license
- 11. Overall Brand status •Burberry’s to Burberry • contemporary logo and packaging • Repositioning of the brand into a “luxury lifestyle brand that was aspirational, stylish, and innovative” • Extension of the customer base, updated the product line. • Products responsive to the changes in fashion industry • Expansion of the brand adding “Prorsum” a leading luxury high end brand • Introduction of innovative advertising bringing in the best experts of the time
- 12. Transition to morerestrained Check or not? • Check: crucial to core customers • Ubiquity of the check • Check: A cliché? Underplay Check? Check Undercover Philosophy? •No Aggressive transition •Check: Identity of Burberry for 150 yrs •Customers buying only for the sake of the check •25% sales -SIGNIFICANT
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- 14. Target Customer • Twodimensions:
- 15. Target Customer • 1.Generation – Original Core Customers: Older Generation – Younger, fashion-conscious Generation • 2. Target Customers relative to competitors – For Apparel: between Polo Ralph Lauren and Giorgio Armani – For Accessories: between Coach and Gucci
- 16. Popularity of Non-targetcustomers Develop new line Do Nothing/IgnoreOr • Urban, Hip-hop musicians • Not what they had planned • Two possible choices: Capitalize the new market •Low brand loyalty •Will move to the next new thing “BUZZ”
- 17. Launch of the“Brit” • New perfume line: • Posh, high end market • Launch or No Launch? • YES, DEFINITELY • New “accessible entry point” • But • Limited customer base • Should • Wider market English women, in 30s? •Extend to 25 to 30s,even 40s •Outside England too
- 18. Other Product Categories •Curtains, bed sheets, table cloth, pillows • Jewelry • Hair and Cosmetic Products • Tech Accessories • Cosmetics • Sportswear
- 19. Conclusion • Burberry successfulin 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
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