Rm final friday!

Preppy Girls

Barbara van Stigt, Olivia Llagostera, Maria Eugenia Errobidarte
Friday, 5 February 2010

BRAND STRATEGY
ANALYSIS


BRAND'S TARGET


PREPPY GIRLS
Two Main Targets For Preppy Girls:
Both Buying from Burberry
1. Accessories (16-19 years old)
2. Accessories & Clothing (20-25 years old)

There is a difference in their shopping drivers
and preferences and slight differences in their
wearing style.


Life Stage
Target 1
Age: 16 - 19

Gender: Female

Occupation: Students

Income: Depend on Family (Mid High)

Responsibilities: None, solely to do
homework

Spends Money On: Cinema, Starbucks
& Clothing

Personality: Classic, Feminine, Happy,
Studious, Fun.


Life Style
Target 1
Books: Carefree Chick lit such as
Confessions of a Shopaholic as well as
classics such as Jane Austen.

Music: New pop bands. Commercial
Music such as Lilly Allen

Hobbies: Being with friends, sports,
eating out, watching TV series.

Interests: Fashion, Literature, Movies,
Gossip

Activities: Tennis, Sailing, Horse Back
Riding, Polo, Swimming


Wearing Style
Target 1
Fabrics: Natural Fabrics such as Linen, Silk,
Cotton, Wool.

Colours: Beige, White, Navy Blue, Grey, Green,
Red, Brown & Grey. Their day wear clothing is
often very very colourful

Types of Clothing: More conservative and casual.
Nothing too revealing.

Brands Worn: Tommy Hilﬁger, Ralph Lauren,
Burberry, Louis Vuitton, Diesel, Converse.

Models, Prints & Cuts; Tweed, Pin Stripe,
Quilted, Oxford, classic models, prints and cuts.


Fashion Target 1
Dependance

A mix of Classic and Mainstream.

They don’t depend on fashion.

However, like to look stylish and trendy so they follow main trends


Fashion Target 1
Preferences

Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as
Main Streets such as Passeig de Gracia and Rambla Catalunya.

Type of Store: Mainly Multibrand, Luxury and Department Stores. They also shop at
massive chain stores but it isn’t their preference

Type of Service: Mixed

Loyalty to Brands: Yes, but it depends on what their friends wear.

Loyalty to Stores: None


Shopping Target 1
Drivers
Drivers: Self Conﬁdence,
Brand Logo & Brand Status

Type of Buying:

Rational - Seasonal

Un Rational - Impulsive


Life Stage
Target 2
Age: 20-25

Gender: Female

Occupation: Student

Income: Depend on family (Mid-
High)

Responsibilities: Lives by herself,
basic responsibilities.

Spends Money On: Clothing &
Going Out.

Personality: Outgoing, Fun, Flirty,
Studious, Chic, Stylish, Conservative.


Life Style
Target 2
Books: Classics such as Jane Austen as
well as Romantic Novels such as
Nicholas Sparks

Music: Commercial Music.

Hobbies: Going Out, Dating, Shopping,
Be with their family and Friends.

Interests: Art & Design, Literature,
Fashion, The world, Gossip.

Activities: Dancing, Running,
Gym(ﬁtness), Swimming

Celebrities: Olivia Palermo, Leighton
Meester, Charlotte Casiraghi, Kate
Middleton.


Wearing Style
Target 2
Fabrics: Natural Fabrics such as
Linen, Silk, Cotton, Wool and
Cashmere.

Colours: Beige, White, Navy Blue,
Grey, Green, Red, Brown & Grey.

Types of Clothing: More
conservative and casual. A very Chic
and Feminine style. Nothing too
revealing.

Brands Worn: Tommy Hilﬁger, Ralph
Lauren, Burberry, Marc Jacobs,
Chloe

Models, Prints & Cuts; Tweed, Pin
Stripe, Quilted, Oxford, classic
models, prints and cuts.


Fashion Target 2
Dependance

Classic Mixed with Mainstream.

Is Inﬂuenced by trends but has
really got an established style.


Fashion Target 2
Preferences
Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as
Main Streets such as Passeig de Gracia and Rambla Catalunya.

Type of Store: Luxury and Department Stores. They also shop at massive chain
stores for basics. Luxury brands at Multi-Brand Stores

Type of Service: Mixed

Loyalty to Brands: Yes, but the fact whether the brand is fashionable at the
moment does inﬂuence them.

Loyalty to Stores: Yes, Slightly loyal.


Shopping Target 2
Drivers

Drivers: Self Conﬁdence, Quality, Exclusivity,
Brand Status and Brand Logo for Accessories.

Type of Buying:

Rational - Seasonal

Un Rational - Impulsive


Day Wear Weekend


Day Wear School Day


Evening Wear


BURBERRY


BURBERRY

“A luxury brand with a distinctive British
sensibility, strong international
recognition and different values that
resonate across a multi-generational
and dual-gender audience.”


Founded: Basingstoke, UK (1856)

Status: Public

HeadQuarters: London, UK

Main Employees: John Peace & Angela Ahrendts

Christopher Bailey (CD)

Products: Clothing, Accessories, Perfumes

Net Proﬁt: 135.3 million pounds (2008)

Website: http://www.burberry.com


Burberry
Thomas Burberry at age 21

1880 - Gabardine invented by T.Burberry

1890s - Created army clothing for British Army and Aviators

1955 - Company taken over by Great Universal Stores

Burberry Check - Haymarket Check = the trademark of
Burberry

- 1st used in 1924 in the lining of the trenchcoats.

- HouseCheck is a modern bigger version of it by Christopher
Bailey (2006)

Brand with a Royal Warrent by Queen Elizabeth


BRAND POSITIONING


Competitors
TARGET 1

General: Tommy Hilﬁger, Ralph Lauren, Lacoste, La Martina

Shoes: Repetto, Marc by Marc Jacobs, Converse

Jeans: Diesel, Pepe jeans, Replay,

Accessories: Louis Vuitton, Longchamp, TOUS


Positioning
+ Brand Status
Burberry
Ralph Lauren

Tommy Hilfiger
- Fashionable

+ Fashionable
La Martina

Lacoste

- Brand Status


Competitors
TARGET 2

General: Ralph Lauren, Marc Jacobs, Chloe, Massimo Dutti

Shoes: Pedro del Hierro, Jaime Mascaro, Chloe, Chanel, Louis Vuitton

Jeans: Diesel, Seven, For All Man Kind, Citizens of Humanity

Accessories: Louis Vuitton, Longchamp, Chanel, Bimba & Lola


Positioning
+ Quality

Burberry
Chloe

Marc Jacobs
Ralph Lauren
- Fashionable

+ Fashionable
Massimo Dutti

- Quality


BRAND VALUES


Values

- Tradition

- Quality

- Logo

- Durability

- Classical

- British - Reserved Posh

- Brand Awareness / Brand Recognition


Target Observations


Target Observations
Target present at store:

Not many “young” girls at the store at all.

Mainly 30-60 year old classic women.

Japanese tourists.

Young girls/women seen in accessories side only

- In the weekends more families (mother with daughter) seen at
the store

- During the week hardly any one under the age of 30.

- People seemed to purchase mostly from the “sales” department


Target Observations
20 girls - Age 16-25:

Ever Purchased Burberry: 55% Yes

Clothing: 28% yes

Accesories: 68 % yes

Where Purchase Burberry: 25%

Burberry Store
Multibrand 55%
El Corte Ingles
20%


RETAIL STRATEGY
ANALYSIS


LOCATION


Market Segmentation
City Area: 1st areas (main shopping streets)

2nd Area (Madrid)

Markets: (Own Stores)

Strategic: Barcelona, Madrid

Main: Valencia, Sevilla

Secondary: Oviedo, Huelva, Almeria, Marbella

Department stores / Multi Brand Stores:

- Sell in all El Corte Ingles across Spain.

- Sell in Multi-Brand stores in all markets (including regional markets in Spain)

- Sell at Airports.


Location
• Barcelona - Passeig de Gràcia, 56

• Madrid - José Ortega y Gasset 8

• Sevilla Sierpes, 34

• Oviedo José Ortega y Gasset 8

• Huelva Jesús Nazareno 3

• Almeria - Pza Marques de Heredia

• Marbella - Muelle Ribera Casa H


SPACE MANAGEMENT


WINDOW

Staircase Staircase


Furniture = Stopper Mosaic Floor

Cashier = Stopper Carpet

Column = Stopper

Mannequin = Stopper


UPSTAIRS

Menswear
Children


Cold Areas

UPSTAIRS
MEN & KIDS
UPSTAIRS
MEN & KIDS


Cold Area

Warmed Up Areas
PRORSUM
X
* Cashier
X Fitting Rooms

ACCESSORIES

SHOES

*
X

RAINWEAR


Shelves

Carpets
Racks

Prorsum

Accessories

Sports
Shoes
Prorsum + Basics

RAINwear


Natural CIRCUIT


FORCED CIRCUIT
No Sign explaining what products can be found upstairs at
Staircase B
- Only in Staircase A this is explained

A
B


CATEGORY
MANAGEMENT


Criteria used to manage categories
1. Clothing is organized by: Accessories & Clothing

2. Clothing has been organized by: Men - Women - Kids.

3. Lines:

- Burberry Prorsum

- Burberry Sports

- Burberry

4.Burberry Uses:

- Rain Wear

- Basics

- Formal
Total Looks = Easy to ﬁnd
- Outerwear
Within the racks and Shelves


IN STORE
COMMUNICATION


Interior Design
FURNITURE:
- Seats without hanging part “Poufs”
- Tables: Round
Square
Rectangular (different heights can slide into each
other)
- Small rectangular tables

MATERIALS: all high quality and luxurious
Leather
Wood
Suede (pouffs and carpet)
Marble
Plastic
Glass
Mosaic Stone Floor (Red, Beige, White)


Interior Design
Lighting:

- By the mirrors on the side

- On the table there are lights with fabric around them which are soft.

- Ceiling “sets of 3 small lights” & “sets of 2 big lights”

Placed all over the ceiling creating an atmosphere and lighting
on the mannequins and garments (there are sets of bulbs at
every 10 centimeters)


Visual Merchandizing
Amount of Garments: 3-4 of each:

Small - Medium - Large - XL (36-38-40-22)

Folding: All garments are folded in three parts

Table Display: Used for basic Garments / Shoes / Bags but never mixed!

Tables with glass for accessories

Display: Lateral

Frontal - Very Little, only main garments from the Window Display


Windows
Window 1: Men & Women (Coats)
Window 2: Accessories + Opening Hours
Window 3: Accessories + Opening Hours
Window 4: Men & Women (Summer 2010)
Window 5: Women (Summer 2010)
Window 6: Kids (Summer 2010)
Window 7: Men & Women (Without advert backdrop)
Window 8: Men & Women (Without advert backdrop)
Passeig de

1
Gracia
2

3

4

5

6

7

Carrer d’Aragó 8


Windows


Windows

5 6


Windows

7 8


Window Mystery
Shopping
Cleanness
Interior
Brand Name
Backwall
Opening Hours
Credit Card
POS Material
Lighting
Prices
Concept
0 2 4 6 8 10

Clean, Clear & Interesting but lack of Concept


Other Communication
Elements
Bags: Thick carton bags, beige with Burberry name and Sign. Bag is closed using a
silk or organza ribbon, sometimes with the logo printed on the ribbon.

Catalogues: At the cashier they are there for take away

Look Book: In the “Burbery Prorsum” area, there is a look book on a table to look at.

Displays: Advertisements are used as “backdrops” and wall decoration in “Burberry
Sports”, “Burberry Prorsum” and around the stairs. These adverts are also used as
back wall in some windows.

Music: Lounge Pop, Radio type music on medium volume


Mystery Shopping
GENERAL IMAGE

General Image

Uniform

Brand Clothing

Clothing Image

Distraction

0 2 4 6 8 10

Look professional, ﬁt in with the brand and concentrate on their jobs


Mystery Shopping
GREETING

Greeting

Waiting Time

1st name terms

0 2 4 6 8 10

Perfect timing to greet, a formal but welcoming greeting


Mystery Shopping
TECHNICAL INFORMATION

Technical Info

Product Knowledge

Brand Knowledge

Confidence

0 2 4 6 8 10
Know what Burberry is about, what they have to offer and what it entails


Mystery Shopping
CLIENT NEEDS

1st attitude

Options Given

Fitting Process

Needed Size Available

Hesistant Attitude

Advice Given

Substitute Product

Cross Sales

0 2 4 6 8 10
Accompany you to ﬁtting rooms, advice you, bring you new products and give you advice while selling.


Mystery Shopping
CLOSING & GOODBYE

Accompany Cashier

Packaging

Distraction

Speed

Goodbye

0 2 4 6 8 10
Accompany you to cashier, then taken over by other employee, fast, professional experience.


Mystery Shopping
GENERAL

Proactivity

Availability

0 2 4 6 8 10

Employees walk around “happy”, are available for all your needs and see it when you might need help.


RETAIL COHERENCE
CONCLUSION

Store is very traditional and beautiful but:

- Does it show the young image they want to give off?

- Is the “Preppy Girl” Happy in this store?

Location of store in - Has Burberry gone “Off Limits”?

Barcelona is Perfect. - Target lost ?

It is seen as a - Worn by R&B and HipHop artists such as Nelly & Ja Rule
reference point.
- Bad image due to Chavs?
Overal Spain strategy
not coherent!


RETAIL COHERENCE
CONCLUSION
Do their windows
Does their in store
communicate:
communication.
- Brand Image - YES 100%
- Inform - 100%
- Collection Concept - 50%
- Differentiate - 80%
- Movement, Volume &
- Seduce - 90% (Convincing)
Dynamics - 75%

- See the concept / Brand Image - 100%
- Find what they are looking for?
- Recognize garments of window display?
Yes garments from window display are Depends on what you are looking for
hanged frontally 80%
- Move around with freedom? 80%
- Feel attracted by the product 100%


RETAIL COHERENCE
CONCLUSION

Store on Passeig de Gracia is perceived as:

“beautiful”, “amazing”, “a state of the art”

BUT “At times confusing” and “very big”

- Perhaps for an older target who has time to look through the
different rooms and is really looking for speciﬁc garments

unlike our target who isnt always buying rationally


RETAIL COHERENCE
STRATEGY
COHERENT WITH TARGET SHOPPING PREFERENCES:

- Intimidating and imposing store:

- Luxurious Materials used, Heigh Ceilings and the size of the store

- Amount of employees and the general sense of control.

- Atmosphere is cold due to the marble.

- Probably made for an older target

- Target feels more identiﬁed buying Burberry in El Corte Ingles or multibrand

- The store suits the brand values and brand strategy it simply doesn’t suit a
young preppy girl (they feel judged and intimidated)


RETAIL COHERENCE
STRATEGY

COHERENT WITH BRAND’s POSITIONING AND VALUES

yes, because:

- Brand Values are clear.

- Brand Status and Image are portrayed clearly

- Coherence between brand awareness and store size (everyone
knows about the store, small store would not suit).

- Products are given space, which matches the idea of quality.

- Burberry = Traditional, the store is in a traditional architectural state.

- Brand’s values are felt immediately when walking into the store.

- Cross Selling = Possible due to display of products it is easy to ﬁnd
similar products around and often total look in easy reach.


IMPROVEMENT PROPOSAL 1

CATEGORY MANAGEMENT WOMEN

Unclear = The garments separation by moment of use is unclear and not well done.

Very clear = Prorsum, Sports, Rainwear

- Once looking for a speciﬁc garment (e.g. T-shirt), have to look through all collections
and rooms

Proposal:

- Within the different Collections clearer image of moment of use especially Burberry
main line

- Daywear, Casual, Formal, Eveningwear, spread out in a more clear way


Change in Area - Make it Warmer

Replacement of “Stopper”

PRORSUM

SCARVES

WOMEN BASICS

RAIN WEAR
Free Space

SPORTS

SHOES


IMPROVEMENT PROPOSAL 2

WINDOW DISPLAYS

- Show a Collection Concept

- Add Credit Card Details and make opening hours more clear

- Confusing by using advertisement as back wall (clothing are different)

--> A Plain Back wall with mannequins using a concept and furniture.

Perhaps something very English portraying their traditions.

Create a window with a younger and fresher image


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