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Burberry Case Study
1. Casey Huth
Chelsea Yocius
Sarah Sherman
Liz McHenry
BURBERRY PRESENTATION
Casey Huth ➵
Chelsea Yocius ➵
Sarah Sherman ➵
Liz McHenry
2. Products and Services
• The brand offers womenswear, menswear, childrenswear, accessories,
footwear and licensing.
• Womenswear is the largest department of the brand by 36%.
• The Burberry signature item is the trench coat for both genders.
• Services offered to the customer are online view of the brand,
catalogue, Burberry gift cards, sending gifts, warranty on product, and
returning policy.
3. Distribution Channels
• Retail
• Wholesale
Licensing Channels
• Fragrance
• Eyewear
• Time Pieces
• Retail is Burberry’s primary
channel of distribution.
• The wholesale channel
concentrates on key
customers.
Burberry’s Distribution Channels
4. • The Burberry brand is offered in North America, Europe, Asia Pacific,
and South America.
• In 2006, Burberry had sales of $1292.3 million and net income of
$185.1 million.
• The company expanded to 4,651 employees’ leading to a 12.6%
employee growth.
Distribution
5. Burberry’s Brands
• Burberry Prorsum – The
foundation brand.
• Burberry London – fashion
forward business wear.
• Burberry Brit – The most
accessible of the Burberry brands,
with entry level pricing.
6.
7. • Burberry targets traditional individuals as well as the new fashion conscious customer.
• The customer is an individual who is interested in the British style of clean, smart traditional
apparel.
Burberry Menswear
15. Fragrances -Women
• Burberry Brit is the iconic perfume
• Featured on the website constantly
• Brit & Body are still in competition
with each other
• Both priced the highest
16. BURBERRY BODY
• Highest priced perfume
• $115
• Created in 2011
• EAU DE PARFUM
INTENSE 85ML
“Top notes of green absinthe, exquisite peach and refined freesia
Floral heart notes of natural rose absolute and iris enriched with
warm sandalwood. Sensual base notes of woody cashmeran, creamy
vanilla, seductive amber and musk.”
17. Fragrances -men
• Burberry Brit for men was created a
year after the womens
• $88
“Heart notes of cedar wood, nutmeg and wild rose add a
rich and spicy tone. Grey musk and Tonka smooth out the scent
for a charismatic, effortless scent.”
18. Burberry- The beat
• Burberry Beat came out S/S 2012
• Less expensive cologne in terms of volume/
price ratio
“A blend of geranium and aromatic white thyme composes the
fresh heart notes for a spiced, masculine scent.”
21. Burberry Watches
• Both mens and womens highest ranked/priced watches both belong to “The Britain”
collection
• Both mens and womens lowest priced both fall into the same collection called “the
city” collection
22. The Britain collection
(women’s watches)
• $3,995
• Highest priced watch
• Swiss Made
• Sapphire crystal face
• Nude sunray dial
• Three-hand LumiNova movement
• Rounded octagonal stainless steel case
• Set with 124 diamonds, 0.68 carats
• Alligator strap in iconic trench colour
• Two year international warranty
23. The Britain collection
(men’s watches)
• $1,895
• Sapphire crystal face
• Matte black dial
• Three-hand LumiNova movement
• Chronograph and date functions
• Rounded octagonal black-plated stainless
steel case with polished bevelled edge
• Curved stainless steel case back
• Rubberised alligator strap in matte black
