The document outlines Burberry's historical timeline and key milestones in its evolution from a traditional outerwear manufacturer to a luxury lifestyle brand. It highlights brand strategy shifts, marketing initiatives, and the introduction of various product lines, as well as the roles of its executives in rebranding efforts. Additionally, the document details the Burberry Foundation's commitment to empowering young people and the brand's global retail presence.

1. BurberryCompetitive PresentationOctober 1st, 2009Prepared By: Bassem A MasriOctober 1st, 2009

2. Historical TimelineFirst clothes for the British military, followed by officer uniforms in 1901Asian expansion with master license awarded to Mitsui & CoEyewear and timepiece collections introduced.Burberry check trademarked and used as lining to trenchThomas Burberry Opens First ShopNew York Flagship Store OpensWater resistant gabardine invented and patented in 1888.1967188018911895191419501980s195519641924199718701967Hollywood embraces the trenchUse of check expanded to scarves, luggage and other key itemsMilitary trench coat born when the British War Office commissions Burberry to make weatherproof coat with epaulettes and D- ringLondon store opens in HaymarketBurberry receives Royal Warrant, from Queen Elizabeth II. Great Universal Stores acquires BurberryBurberry Expands to an emporiumRose Marie Bravo appointed CEO

3. Historical Timeline ContinuedStock market listing (IPO). Burberry launches "The Art of the Trench," a made-to-order raincoat service for men and womenFirst advertising campaign by Mario Testino, starring Stella TenantBurberry celebrates 150th anniversary. Sponsors the "AngloMania" exhibition at The Metropolitan Museum of ArtThe high-end Burberry Prorsum women's line is launched1999200120022004200520061998Angela Ahrendts appointed CEO effective July 1, 2006. She takes over from Bravo, who is named vice chairman of the companyCustom Canine, a made-to-order trench coat service for dogs, is launchedChristopher Bailey takes over as design director from Roberto Menichetti

4. Core IdentityAuthentic British heritageUnique democratic positioning within the luxury arenaFounding principles of quality, function and modern classic style, rooted in the integrity of its outerwearGlobally recognized icon portfolio: the trench coat, trademark check and Prorsum horse logoBrand a symbol of both luxury and durabilityCheck pattern of camel, black, red, and white plaid design – a registered trademarkCompany image transformed from a tired outerwear manufacturer into a luxury lifestyle brandBrand repositioned to a niche between cutting-edge fashion and classic fashion, excelling in clothing lines and accessories

5. Extended IdentityThe visual image of Burberry are groups of middle aged men and women who love the elegant, yet modern spirit of Burberry London. It epitomizes the cosmopolitan London lifestyle with independence and relaxed confidenceThe brand personality is modern edginess merged with classic British elitismMulti-category competency: women's wear, men's wear, non-apparel and children's wear with innovative outerwear as the foundationChannel expertise in retail (including e-commerce), wholesale and licensingGlobal reach: operations in markets throughout the world, with a balance across major geographic regions

6. Value PropositionFunctional benefits include increasing the luxuriousness of your life at an affordable price Emotional benefits include the ability to set you apart as an exclusive member of a club that few can get intoSelf expression benefits include its ability to express your success, financial power and exclusivity

7. Limited Distribution – Premium PricingBurberry Prorsum - CoutureBurberry London – Ready to WearDiffusion RangesBurberry Blue LabelBurberry Black LabelThomas BurberryWider Distribution – Accessible PricingBrand Model

8. Brand Strategy HighlightsLeveraging the franchise through more coordinated use of brand assets and greater integration of its global organizationMaintaining brand momentum. Consistent projection of Burberry's distinctive luxury message across all mediumsReinforcing outerwear heritage and leadership. As the brand's defining category, outerwear innovation remains the top product priorityFurther reshaping the product pyramid. Continuing to create clear distinctions between its Prorsum (runway), London Collection (wear to work) and Lifestyle (wear at weekend) linesCapitalizing on menswear opportunity. For most of its history, menswear dominated Burberry's sales. While women's wear took the lead during the brand's revitalization over the last decade, During 2008/09, menswear continued its transition from legacy product licenses, strengthened its tailoring offering and enhanced dedicated marketing initiatives

9. Brand Strategy HighlightsBuilding children's wear. Currently a small business for Burberry. Developing a global product assortment and building the required organizationEnhancing marketing. The continuous enhancement of marketing and PR functions is a key objective. Intensifying efforts in the rapidly evolving digital arena through a reallocation of media spend and added dedicated human resources.Optimizing licensing. Leveraging its brand management, design and marketing expertise in categories requiring the specialized skills of partnersIntensifying non-apparel development Intensify, focus on and invest in under-penetrated non-apparel categories to further leverage Burberry's unique positioning, design and merchandising expertise and iconic branding through investment in product development, marketing and supply chainAccelerating retail-led growth. Shifting company culture and processes from a static wholesale model to a dynamic retail model. Retail-led growth refers not only to the operation of Burberry's own stores, but also to a fundamental shift in the Group's operating culture.

10. Brand Strategy HighlightsInvesting in under penetrated markets. Focusing on and invest ingin under-penetrated markets. These markets consist of both developed markets, like the United States, and emerging markets including China, India, the Middle East and Russia. All distribution channels (retail, wholesale and licensing) are used to optimize these opportunitiesPursuing operational excellence. To be recognized as much for operational expertise as for product and marketing excellence

11. Brand RevampingThe brand became associated with a wide range of demographics and became off target which resulted in dropping revenue and distanced consumersBurberry became associated with hooligan fans Burberry became associated with ultra rich celebrities onlyBurberry became associated with stuffy, old, arrogant EnglishmanBurberry became associated as a raincoat company onlyNew CEO recruited in 1990s and set about revamping the brand to include:Hiring new designers who took the signature plaid from raincoats to bikinisModern Burberry is associated with a modern edginess merged with a classic British elitism

12. Revenue By Product Category

13. Revenue By Destination

14. Revenue By Channel

15. Ad Campaign Spring 2009Burberry went with a sunny, bright greenhouse full of greenery and plants for the official Spring 2009 ads.The campaign was shot by Mario Testino at Petersham Nurseries, a posh garden center outside London.“I wanted the mood to be gentle, relaxed, romantic and about a quiet, beautiful sense of luxury,” explained Burberry creative director Christopher Bailey. “This campaign highlights the spirit of our wonderfully crumpled classics.”

16. Ad Campaign Spring Summer 2009

17. Ad Campaign Spring Summer 2009

18. Ad Campaign Fall Winter 2009Emma Watson is the face of Burberry for the Fall Winter 2009 CampaignAd campaign was shot by Mario Testino near Burberry’s new headquarters in London. The campaign broke in magazines in August An interactive digital campaign directed by Bailey that includes podcasts and behind-the-scenes footage appeared on the websiteI wanted the images to represent both the rich history and the modernity of the Burberry brand, while at the same time reflecting a quiet beauty, timelessness and strength that is particularly significant today,” said Burberry creative director Christopher Bailey

19. Ad Campaign Fall Winter 2009 – Emma Watson The New Face of BurberryEmma Watson is the fall 2009 face of BurberryCelebrity face represents a shift for the brand, who cast a plethora of models — Lily Donaldson, Eden Clark, Alexina Graham, and Richard Wyndham — for the spring 2009 campaignFor the fall campaign before that, the label cast model Rosie Huntington-Whiteley alongside actor Sam Riley, and Lily Donaldson starred in the spring campaign before thatThis is Emma's first major campaign

20. Ad Campaign Fall Winter 2009

21. Ad Campaign Fall Winter 2009

22. Ad Campaign Fall Winter 2009

23. Ad Campaign Fall Winter 2009

24. Ad Campaign Fall Winter 2009

25. PR-Press Coverage

26. PR-Press Coverage

27. PR-Press Coverage

28. PR-Corporate Social ResponsibilityThe mission of the Burberry Foundation is to help young people realise their dreams and potential through the power of their creativity. The Burberry Foundation is committed to dedicating its global resources to help young people build confidence, make connections in their communities, and grasp opportunities to succeed. The aim of the Foundation is to empower young people to use their intellectual creativity — that which will help them to imagine and achieve their life goalsThe Burberry Foundation serves young people by helping them to:gain confidence in their daily lives and develop self-esteem;build connections to their families, friends, partners, and society at large; anddevelop the ability to reach for opportunities in school, work, and lifeElements of the Burberry FoundationGrantmaking in key cities and globallyEncourage Burberry employee involvement with designated charitiesMerchandise and other in-kind donations to designated charities to support programmatic, development and administrative functions.

29. MENA Presence - BoutiquesBahrain ManamaCity Centre MallKuwaitKuwait CityArraya Centre QatarDohaVillagio MallSaudi ArabiaKhobarAl Rashid MallJeddahKhayyat MallRiyadhKingdom CentreUAEAbu DhabiAbu Dhabi Duty Free & Inflight Catering Bldg.DubaiBurjuman Centre

30. OutletsAsiaChinaHong Kong KoreaNorth AmericaUSA

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