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"
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"
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.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
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.
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.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
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.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
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.
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.
Stella McCartney Trend Research and Design ConceptsTanise Edwards
The combination of Stella McCartney's corporate research, customer research, color and trend research, and a new concept and fashion board for a possible upcoming Stella McCartney line.
Here in the presentation you will learn about top ecommerce trends in 2023.
Top Ecommerce Platforms 2023
1. Cubus
2. Prisjakt
3. Sellpy
4. Booztlet
5. Dillards
6. Ahlens
7. DinSko
8. BubbleRoom
9. Farfetch
10. Myntra
11. Flipkart
12. NLYMAN
13. ASOS
14. Indiska
15. CocoPanda
For more visit:
https://www.clippingworld.com/top-ecommerce-platforms/
ZARA's external and internal enviroment. This presentation covers the main characteristics of ZARA, a general view of fast fashion indystry, Porters' Five Forces Analysis, competitors' external environment as well as a complete internal analysis regarding:competences, capabilities, resources, competitive advantage,value chain and outsourcing.
Award-winning London SEO Agency, Digitalhound (https://www.digitalhound.co.uk) breaks down 15 important reasons why exporters should seriously consider exporting their goods to the UK.
Speaking at the recent ITC Global Convention Darryl Antonio, Founder of Digitalhound talked about why companies entering the U.K. market for e-commerce can expect to see continued growth as sales are forecast to rise by 44% in the next 5 years.
The UK is the third most shopped market for international online purchases in the past year, behind only China and the USA.
New entrants can expect to find an overseas market in the U.K. that is ranked as one of the easiest in which to set up a business. The infrastructure for e-commerce is highly developed, providing excellent opportunities for shaping a fulfilment strategy that is most appropriate for the business and its customers.
Sellers aiming to move into the U.K. will discover a highly dynamic e-commerce market offering a range of opportunities.
Intro to the London Startup Community.
- London & the Rest of the World
- Startups You Need to Know
- Investors - VC’s, Angels
- Community Hubs - Accelerators, Incubators & Co-working
- Tech Events & Networking
- Working for a Startup
- Sync up with London the Startup Community
Luxury Ecommerce [infusion 3rd october 2014]AlquimiaWRG
Can luxury be accessible?
Here it is a great deck explaining why luxury e-commerce is a big trend, and a big oxymoron too!
The players, their history, a lot of data and a deep strategic view.. nothing will prevent you from buying that amazing pair of shoes!
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A helpful guide for UK retailers. How to get the most from the global shopper. Clearly written. Helpful tips. Plenty of facts. Short case studies from Arcadia and Selfridges.
The first truly digital luxury brand: why Burberry gets it?
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
With the launch of The Art of the trench, Burberry certainly became the first truly digital luxury brand. The first luxury brand to really understand and adopt digital behaviours to conceive and support its brand online communications. There are many reasons why it became a clear success and digital is certainly one piece of a bigger picture.
However, I’d like to share some thoughts with you on what they’ve done rights and where they might go. All comments are welcomed!
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Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
10. ● True competitors have to compete with intangible assets
of the brand
● Brand Heritage
● High Quality/High Volume
● High-end Retail Space
● Most new entrants will not be true competitors
Threat of New Entrants
11. ● Relatively limited
● Purchases are based on intangible value
● Time-sale sites like Gilt and Myhabit are increasing
buyer power
● Due to relatively uniform product performance there is
an inverse relationship between brand loyalty and buyer
power
Bargaining Power of Buyers
12. ● Extremely Limited
● Significant competition among textile manufacturers in
Southeast Asia
● Low cost of input materials
● Low cost of labor
● China is protecting cotton prices
Bargaining Power of Suppliers
13. ● Largest threat is other brands in the category of
accessible luxury
● Counterfeit goods may negatively impact brand integrity
● Accessible luxury goods may take a greater hit during
economic downturns
Threat of Substitute Products or
Services
14. ● Burberry competes mainly within the category of
Accessible Luxury, as well as Intermediate and
Unattainable Luxury
● Other brands in this category include Salvatore
Ferragamo, Prada, Louis Vuitton, Ralph Lauren,
Christian Dior, and Michael Kors
Rivalry Among Existing
Competitors
16. Changes Coming
● Continuing growth after the worldwide economic slowdown in 2009
● Industry growth in China slowing down
○ 2% growth in 2013, was 7% in 2012
○ government regulations → anti consumption, more savings
○ shift from mainland shopping to online and/or abroad shopping
● Increase in labor wages (especially in China)
● Baby Boomers - to appeal to younger generations
18. Company Imperatives
•£259.2 million profit ($428,000,000) in 2013
•50 new stores since 2009
•Strategic expansion
- Seek other manufacturing opportunities, possibility Mexico
-Improving global economy and increases in labor cost→ Price
Increase
- Focus on their digital leadership to capture the younger generations
19. Business Environment
● The Luxury Goods Industry - Exposed to a large set of external
factors.
● The industry suffered as the global recession hit over 2008 and 2009.
● Placing greater focus on the Asian Market!
● “Burberry is constantly leveraging the energy in its creative thinking
culture.” (www.burberryplc.com)
○ The company commits to phasing out all hazardous chemicals from
its supply chain by January 1, 2020.
25. Action Steps
● Continue to invest in new and emerging
markets
● Produce a mobile application for
○ artofthetrench.com → increase awareness
○ burberry.com → increase sales
● Link all digital marketing tools together → easier sharing across all
platforms
● Seasonal new product development and product diversification
○ reach and grow in new markets
○ retain customer loyalty
26. Integration and Organization
● Market share has been constantly growing since 2009.
● Burberry operates in four regions.
○ Asia Pacific: 39% of retail/ wholesale revenue.
○ Europe: 30%
○ Americas: 25%
○ Others: 6%
● Expanding digital market.
○ Get closer to the customers and capture the younger generations
○ Save costs by looking into alternative manufacturing locations
○ Extend the brand’s online e-marketing to maintain a strong digital presence
■ 17 million likes on Facebook
■ 2.8 million followers on Twitter
■ 8 million viewers on YouTube