Burberry Case Study examines Burberry's competitive position and strategies under CEO Angela Ahrendts. It analyzes changes Ahrendts made, including tightening control over licensing and distribution. The document defines Burberry's target customer as those seeking functional luxury who prefer classic styles. It explores how Burberry can respond to popularity among non-target customers without devaluing the brand. The case study also evaluates Burberry's 'Brit' perfume launch and what other product categories it should enter.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
it is a retail project which consists of a complete analysis of Van Heusen and V.dot from a retail point of view. which is performed for the completion of a retail project in MBA
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
Burberry group PLC is one of the leading manufacturers of high-end luxury goods. They specialize in selling outwear, accessories, fragrance, clothing for women, men and children. The iconic checkered or tartan pattern of Burberry is a distinctive style adopted by the company. Originally founded in 1856 and was bought by Great Universal stores PLC in 1955 (Phan, Thomas and Heine, 2011). Company has managed to sustain and thrive. In 2006, Angela Ahrendts took over the company from Rose Bravo. She brought in a number of innovative marketing strategies of the company. During Angela Ahrendts a “Multi Dimensional strategy” was adopted in order to make sales. According to a 2013 report net asset value of Burberry was estimated to be 4.34 Billion (Johansson, 2014). In 2014 Christopher Bailey Took over the company and has been presiding over the company as CEO (Ward, and Dahl, 2014). The thorough marketing and brand strategy made by Burberry is explained in detail in the following.
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
Describe Burberry business Model with the brand management highlights based on the paper "The Burberry business model: creating an international luxury fashion brand by:Christopher M. Moore and Grete Birtwistle"
COMPLETE IN DEPTH STUDY ABOUT THE BRAND ARMANIPOOJA
The presentation covers all the aspects of the brand from the strategy followed by it example umbrella branding strategy,brand presence in various fields,noticeable collection etc.
it is a retail project which consists of a complete analysis of Van Heusen and V.dot from a retail point of view. which is performed for the completion of a retail project in MBA
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
Gucci- Social Media Marketing Strategies using Internet & social networking s...Kriti Sangar
This ppt describes the usage of social networking sites being used by Gucci worldwide to market it self. Gucci is present on almost all the social networking sites like Twitter, Facebook, LinkedIn, eBlogger & what not! This ppt has been made with a lot of detailed & extensive research & I hope this helps other researchers as well & provides valuable Information to all. Cheers!
Background on Kit Culture, a menswear e-commerce startup based in Los Angeles focused on designing and producing versatile and sustainably-sourced products at local factories.
This is a campaign presentation which outlines the current issues faced by the Cadbury Coco campaign. it also outlines a new revised campaign and implementation of marking communication tools.
Menswear startup combining sustainability, versatility and scarcity of uniquely sourced products available in small quantities to create anticipation and urgency around the product offerings
2. Case Objectives:
1. Compare Burberry’s market position relative to that of its competitors, including
Polo, Coach, Armani, and Gucci. Is Burberry’s competitive position sustainable
over the long-term? Why or why not?
2. Because demand tends to be unpredictable in the world of fashion, the fashion
business is inherently risky. In this context, consider the various changes Bravo
made upon her arrival at Burberry. To what extent have these changes
exacerbated or mitigated Burberry’s risk profile?
3. Describe Burberry’s customer base. Who is Burberry’s target customer? How
could Burberry’s popularity among non-target customers affect the brand? How
should Burberry respond to this popularity?
4. Brand extension: Was it a good idea for Burberry to launch ‘Brit’, the new
perfume line? what other product categories should Burberry be entering?
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
3. Contents:
• History of Burberry Brand
• Brand Positioning
• Bravo’s Strategic Changes
• Defining the Target Customer
• Remaining Competitive
• Brand Extensions
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
4. 1856: Thomas Burberry founds Burberry in Hampshire, England as an outerwear company
1891: Burberry opens its first store in Haymarket
1914: Burberry is commissioned by Great Britain to redesign officers coats,
thus creating the "trench coat”
1920s: The Burberry “check” is developed for the lining of coats
2006: Burberry begins online sales first
2010: Burberry launches its cosmetics line Burberry Beauty
2015: Burberry operates three brands, sold in Burberry
stores, franchises, and department stores worldwide:
• Burberry Prorsum – fashion, styled
• Burberry London – tailored, suiting
• Burberry Brit – casual, weekend wear
Faces of Burberry:
History of Burberry:
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
5. Market Positioning:
• Burberry is positioned as an accessible luxury brand, between mid-level
brands (ex. Polo and Coach) and high-end brands (ex. Armani and Gucci)
• It is also positioned as a functional and wearable brand
• Burberry offers its classic products and also fashion-forward items
• The brand heritage and diverse product mix catering to a large target group
provides a sustainable advantage
Price
Product Mix
Prèt-a-Porter
Price
Product Mix
Accessories
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
6. • Took control of licensing issues, design, production and distribution
• Liscensed products more than doubled in total sales
• 2000- 30.8 Million Pounds
• 2003- 58.3 Million Pounds
• Updated Product line
• Cut the number of product stock-keeping units from 100,000 to
24,00
• Result: keep products up to date
• Streamlined into three collections:
• Womenswear- 450-500 styles each season
• Sporty, Function, Protection AND style
• Menswear – 330-350 per season
• Accessories
• Soft & Hard offerings
• “Accessories are a piece of the dream”
• Higher margins than fashion because more secure purchase,
available to target and aspirational consumer
Bravo’s Changes: Overview
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
7. • Increased prices for positioning
• Revenue increase:
• 2000- 47%
• 2005- 56%
• Added Prorsum label
• Debut at Fashion Week 1998
• Invested in marketing and hiring industry leaders
• Launched flagship stores to display new fashion items for the market
Bravo’s Changes: Overview
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
8. Brand Name:
Bravo began her tenure with a clear rebranding strategy
starting with a new name that brought focus and new
attention to the brand.
Plaid Management:
To prevent oversaturation of the market, Bravo and her team
worked to manage the use of plaid in all fashion and
accessories trying to limit the risk of counterfeit by setting
clear guidelines and standards for its use.
Bravo’s Changes: Rebranding
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
9. Bravo reigned in licensing in weak areas and extended herself in others. In
what seemed to be a shift towards control, licensing deals caused the
Burberry check to flood the market which showed the aspirational success
of a luxury brand but also potentially alienated the target market.
Reward:
• Removed licenses with little
control over quality and
distribution
• Purchased distributors
• Re-established relationships
with quality manufacturers
Risk:
• Too many items on the market at
varying price levels
• May have over extended use of the
Burberry check
Bravo’s Changes: Restrictive Licensing
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
10. • Risk: 10 million pound investment in the re-launching of the brand.
Hired notable photographer Mario Testino.
• Reward: Use of socialite Stella Tenant and supermodel Kate Moss
revitalized the image of the brand, lowering the age demographic and
created an edgier and higher end look for the consumer to identify
with.
Bravo’s Changes: Marketing Investment
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
11. Bravo decreased risks by taking control of the brand name, quality and
distribution and directing the public perception through focused advertising
campaigns and high end fashion designs.
Though it could be argued that she over licensed to brand in some respects,
she successfully positioned the brand in the high end luxury market while still
keeping it accessible to aspirational consumers.
Bravo’s Changes: Results
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
12. • A man or woman seeking functional luxury
• A customer preferring classic style
• Partial to accessibly priced products
• Has access to disposable income
• Cross-Generational market
• Product mix includes “continuity” items and “fashion”
items providing mass appeal
• Large amount of aspiration purchases
Burberry’s Target Customer:
• Brand awareness among non-target market can add to brand equity, though it reduces exclusivity
• To avoid devaluation of brand, anti-counterfeiting operations are critical, as is a more limited use
of the plaid tartan design
• If Burberry wants to profit off of consumers outside of its current target market, it can expand its
entry-level product line
Non-Target Market Brand Awareness:
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
20. Promotion:Magazines: Social Media: Digital Content:
TV Commercials: Concert Sponsorships:Billboards:
Promotion:
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
21. Prorsum, Burberry’s award
winning label is the key to
Burberry staying relevant in the
luxury market. Their ability to
enter into high fashion keeps the
brand interesting to the target
luxury consumer and aspirational
to other consumers.
Staying Competitive:
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
22. Plaid management and restrictive licensing is
also key to the survival of the brand.
Although estimates of 25% of revenue comes
from items with the plaid, popularity among
non target consumers such as hip hop artists
detracts the core target.
Bravos goal of decreasing the visibility of the
check in the future is important to avoid over
saturation and alienating the core consumer.
Staying Competitive:
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
23. Keeping the story alive through the use of
British icons (ex: celebrities, models, public
figures) in marketing will help keep the brand
relevant in the luxury market and keep it
noticeable in the media.
Romeo Beckham – Childrenswear 2014
Staying Competitive:
Eddie Redmayne and Cara Delevingne S/S 2012
Cara Delevingne and Kate Moss, My Burberry 2014
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
24. Fragrances are a key gateway item for
luxury brands. The launch of Burberry Brit
was another way for Bravo to reach a
younger demographic and open doors to
new consumers.
Price: $94 USD
Promotion: Use of younger models and
playful campaigns
Distribution: Brand stores, Department
Stores, Beauty stores
Brand Extension: Burberry Brit
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
25. The goal of becoming “like Chanel No.5” was
over reaching as it does not have the
historical status. Chanel No. 5 also has
different demographics than the Burberry
Brit goal of:
“30s, English, Charismatic”
This is the right demographic for the re-
launch of the brand, but wrong competitor
expectations.
*Next steps would include launching men’s
fragrances and expanding the Burberry Brit
line to include complimentary items for gifts
Brand Extension: Burberry Brit
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
26. Homegoods: In staying with the heritage of the brand, offering traditional home items
such as textiles, china and decor in the Burberry brand would continue to reach the
target market and open more gift offerings.
Target Customer Home Purchase
Future Brand Extensions
Extended Target Home Purchase or Gift Items
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015
27. Bespoke Luxury is a growing trend in the industry and offering personalized
products such as monograms and other goods would continue to reach the
sophisticated luxury consumer.
Monogramed Poncho Runway AW 14/15
Future Brand Extensions
Monogramed Poncho popularity amongst celebrities
Lisa Delamarter Ι Vik Pisipati Ι January 15, 2015