Burberry is a British luxury brand established in 1856 known for its trench coats. Its mission is to be the leading British luxury brand through sustainable growth and value. Burberry designs ready-to-wear clothing, accessories, and footwear for men, women, and children. It targets label-conscious, fashionable consumers aged 25-35 globally, particularly in Europe, Asia, and the US. Burberry positions itself as an accessible luxury brand between mid-level and high-end competitors.

1. BURBERRY Ltd.
Iconic British Luxury Brand est. 1856

2. What is BURBERRY ?
Burberry is a British high-end luxury fashion house
established in 1856 by Thomas Burberry headquartered
in London, England. It currently designs and distributes
ready to wear, including trench coats (for which it is
most famous), leather accessories, and footwear.

3. Mission and Vision of BURBERRY
Is to be the leading British luxury brand, delivering
sustainable, high-quality growth and value for our
stakeholders
“To bring pioneering British creativity and culture to
the world by creating beautifully made products,
inspiring with storytelling and shared experiences,
delivering impeccable and distinctive services, and
continually innovating”

4. Product Portfolio of BURBERRY
• Men’s wear
• Women’s wear
• Men & Women
Accessories
• Shoes
• Beauty
• Children's wear

5. Segmentation
• Demographic Segmentation:
• Middle aged Men and Women – Clothes and Fashion
Accessories
• Children – Childwear Range
• Older People – Trench-coats

6. • Geographic Segmentation:
• Europe (Including Britain) 34% and US 27%
• Asia (Pacific) 33% and rest (Including Japan) 6%
• Psychographic Segmentation:
• Lifestyle – Luxurious
• Fashion Aware

7. Target Market
• Broad Appeal, across continents
• Label Conscious Shoppers
• People aged from 25 to 35 from Upper Class
• High spending individuals who are fashion and brand
conscious
• Upper class Americans
• Celebrities

8. Market Positioning
• BURBERRY is positioned as an accessible luxury brand between
mid level brands (e.g. Polo and Coach) and high end brands (
e.g. Armani and Gucci).
• It is also positioned as functional and wearable brand.
• BURBERRY offers its classic products and also its fashion-forward
items
• The brand heritage and diverse product mix catering to a large
target group provides a sustainable advantage.