Burberry was established in 1856 in Britain and is known for its trench coats and trademark check pattern. The brand targets young professionals interested in British fashion. It offers apparel, accessories, shoes, bags and home goods for men, women and children. Burberry's iconic trench coats remain its best-selling item and represent its quintessential British heritage. The brand competes with other luxury brands like Coach, Ralph Lauren, Armani and Gucci.

1. Ce’Erica Roland Ferguson
Buying Simulation Term Project
FASM 245
Winter 2016

2. Burberry
➢ 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. Burberry Target
Market
Young Professional (18-30),
disposable income, Fashion
conscious
“Britishness”

4. Product Categories
women’s wear | men’s wear | children’s wear

5. Product Categories
accessories | shoes | bags | house and home goods | fragrance |
beauty

6. THE ART OF
THE TRENCH
“Those raincoats, a 95-year-old fashion icon,
remain Burberry’s best-selling item, and Ms.
Ahrendts — who now runs the company — is
hoping to move the quintessentially British brand
into the age of the Internet to attract a new
generation of shoppers.”-New York Times
➢ Worn in every weather
➢ Staple product of the brand
➢ Iconic British Heritage
➢ versatile for both women and men

7. Competition
(Luxury Brands)

8. Coach
Est. 1971, New York

9. Ralph Lauren
Est. 1967, New York

10. Armani
Est. 1974, Italy

11. Gucci
Est. 1921, Florence

12. About
➢ Founded in 1887 by 16-year-old John W. Nordstrom from Sweden
➢ With $13,000 from a gold-mine John and Carl Wallin started a shoe store.
➢ By the 60’s the company grew to be the largest shoe store in the company
➢ Ventured into women's apparel in 1963 and men’s and children's wear came in 1966
➢ 1968 the brand was handed to the 3rd generation, who renamed the store from “Norsstrom’s Best” to
”Nordstroms INC.”
➢ Was the first to gain exclusive partnerships setting them apart from other retailers in the luxury
shopping experience. such collaborations include being the first to sell Topshop Topman an exclusive
British brand.
➢ Today Nordstrom operates 323 stores located in 39 states and Canada.. Nordstrom serves customers
online through Nordstrom.com, nordstromrack.com and private sale site HauteLook. The company
also owns Trunk Club, a personalized clothing service that takes care of customers online at
TrunkClub.com and its five clubhouses.

13. Nordstrom
Target Market
Suburbia career Mom (35-50),
Disposable income, Family shopper
“Luxury Shopper”

14. Visual Display + Merchandising plan

15. Visual Display + Merchandising plan

17. Buying Plan
Highlights
➢ Jackets + Scarfs
➢ Peak sales in December (holiday
shopping season)
➢ More jackets and less scarfs in
October, more scarfs and less jackets
in December.
➢ Allocation for 5/118 stores in GA
➢ 60-70% Markup average
Jackets + Scarfs
Spike sales in

18. October Assortment Plan

19. October Assortment Plan

20. October Assortment Plan

22. November Assortment Plan

23. November Assortment Plan

24. November Assortment Plan

26. December Assortment Plan

27. December Assortment Plan

28. December Assortment Plan

30. 6 MONTH PLAN

31. PROMOTION
Personalise yours
All styles are available to
monogram as part of our
in store and online
personalisation service,
ideal for gifting. Our
cashmere scarves can be
monogrammed with up to
three letters in over 30
complementary and
contrasting thread colours.
Initials can be
embroidered in one of two
different font sizes for
complete personalisation.

32. Sources
➢ "Nordstrom History." Nordstrom. N.p., n.d. Web. 23 Feb. 2016.
➢ "The Foundation." Burberry Foundation. N.p., n.d. Web. 23 Feb. 2016.
➢ "Reference for Business." Nordstrom, Inc. N.p., n.d. Web. 23 Feb. 2016.
➢ "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 Commitment of the Luxury Brand, Burberry." EAT LOVE SAVOR