This presentation provides an overview of the British luxury brand Burberry. It discusses Burberry's heritage dating back to 1856 when it was founded, its focus on outdoor wear and invention of gabardine. It outlines Burberry's product portfolio spanning womenswear, menswear, childrenswear, accessories, and home goods. The presentation also examines Burberry's market expansion, distribution channels, and recent marketing efforts such as its "Fresh Meat" campaign featuring new models.

1. A Company Marketing Spotlight Report Presentation
Ce’Erica Roland Ferguson
BUSI 265-Priniples of Marketing | Winter 2016

2. Britain's
Heritage
(Short history of the business)
▪ Established in 1856 by Thomas
Burberry, age 21.
▪ Brands focus was outdoor wear.
▪ In 1879 Thomas Burberry invented
gabardine.
▪ In 1901, Burberry was commissioned
by the War Office to design a new
service uniform for British officers.
▪ Many explorers made history
outfitted in Burberry.
▪ The Burberry check trademark, was
introduced as a lining to the trench
coat in 1924.

3. Luxury Goods
(Products and services… product development and innovation)
women’s wear | men’s wear | children’s wear

4. Luxury Goods
(Products and services… product development and innovation)
accessories | shoes | bags | house and home goods | fragrance | beauty

5. Finding Their Place
(Market entry/ market expansion)
▪ Outer Wear
▪ Service
Uniforms
▪ TRENCH
COAT
▪ Exclusive
▪ Young target
market
▪ Product
differentiation

6. Collaboration Efforts
(Alliances, Partnerships, and Joint Ventures)

7. Brand Access(Distribution channels/ market access/ sales)
▪ Distribution Channels- Retail (71%) is the primary source
while wholesale (26%) focuses on key customers.
▪ Global brand offered in North America, Asia, Europe, and
Africa.
▪ Primarily market access through magazine print, web banners,
fashion week, social media, Celebrity Press.
▪ 70’s brought along a ‘chav’ image of low class which brought a
sales drop of £ 62 million to £ 25 million in 1998.
▪ Reconstruction of the business brought the brand to current
revenue of £ 2,523 million.

8. Marketing Resources
(Internal or external use of marketing resources)
▪ Internally Burberry worked hard to be one of the most followed
luxury brands on social media- over 16 million fans on Facebook,
over 3 million on Twitter and over 2 million on Instagram.
▪ Eternally Burberry has been recognized in…
▪ -400 global magazine covers.
▪ -Listed in Inter brand ‘Top 100 Global Brands’ for the sixth
consecutive year.
▪ -Recognized by Fast Company as the seventh most innovative brand
in retail. ·
▪ - Burberry was ranked the sixth most powerful brand globally in the
annual ‘Global 500’ report published by Brand Finance.

9. Burberry’s Past
(Marketing success and failures)
Successes
▪ Romeo Bekcom 2015
campaign
▪ Snapchat Fashion show
streaming SS16
▪ Artofthetrench.com
2009

11. Burberry’s Past
(Marketing success and failures)
Failures
▪ High content marketing
lost brand identity
▪ Kate moss drug Scandal
2005

13. “Fresh Meat”
(Current marketing efforts - branding and promotion)
Misha Hart, Dylan Brosnan, Eliza Fairbanks, sisters Ruth and May Bell, and Liam Gardner.
The new campaign features a cast of Rising Stars in the model industry.

14. References
▪ "History and Background of Burberrys." History and Background of
Burberrys. Fragrancex, n.d. Web. 04 Feb. 2016.
▪ "Heritage | Burberry." Heritage | Burberry. N.p., n.d. Web. 03 Feb. 2016.
▪ "Burberry: Social Media's Luxury." ISYS6621 Social Media for Managers. N.
p., 09 Dec. 2014. Web. 04 Feb. 2016.
▪ Morg, Trevor. "Snapchat Partners with Burberry to Premiere Fashion
House’s next Collection." Digital Trends. N.p., 17 Sept. 2015. Web. 04
Feb. 2016.
▪ Savor, Team Eat Love. "The History, Heritage and Committment of the
Luxury Brand, Burberry." EAT LOVE SAVOR Luxury Lifestyle Magazine
Luxury Beyond Possession. Team, 24 Feb. 2012. Web. 04 Feb. 2016.