The document compares and contrasts the luxury British brands Burberry and Aquascutum. While both were founded in the 19th century focusing on waterproof outerwear, Burberry has seen immense success in recent decades while Aquascutum struggles financially and has lost relevance. The key differences that have led to their divergent fortunes are Burberry's aggressive marketing, celebrity endorsements, and innovative digital strategies versus Aquascutum's passive reliance on tradition without modernization.
Burberry underwent a revival in the late 1990s led by Rose Marie Bravo. The brand had lost its luxury appeal and exclusivity through over-licensing, inconsistent quality, and a product range that spanned from wallpaper to chocolate. Bravo repositioned Burberry through its 4Ps: reclassifying product lines as core luxury or fashion-oriented; increasing prices on par with competitors; evolving the distribution model with flagship stores; and renaming to communicate a discontinuity with the past while honoring the heritage. The revival helped Burberry regain its image as a luxury brand through stricter control of its design, manufacturing and distribution.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
- Burberry is a British luxury brand founded in 1891 that is known for its traditional British style and iconic check pattern.
- It has expanded globally through store openings and by negotiating wholesale agreements with retailers in international markets like Japan.
- In Japan, Burberry launched different lines under the Burberry London brand name to target younger consumers with more affordable price points.
- However, economic slowdowns, counterfeiting, and ubiquity threatened Burberry's luxury brand image in Asia. It now faces challenges in maintaining exclusivity while growing its markets.
Burberry Social media analysis university of strathclydedanchaoxiang
This document analyzes Burberry's use of social media. It finds that Burberry has effectively used platforms like Facebook, Twitter, YouTube, and its own website to increase brand awareness and customer engagement. However, it recommends that Burberry target developing markets more, engage younger customers through gaming, increase participation on professional sites, and develop a mobile app to improve its competitive position in social media.
Thomas Burberry founded the Burberry brand in 1856 in Britain. In 1900, Burberry launched its famous check pattern trademark. Burberry Brit, a fragrance line, features packaging in the trademark check and uses natural ingredients to create an elegant scent appealing to a youthful British lifestyle. Sales grew significantly from 1997 to 1999 as the brand expanded globally.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Burberry underwent a revival in the late 1990s led by Rose Marie Bravo. The brand had lost its luxury appeal and exclusivity through over-licensing, inconsistent quality, and a product range that spanned from wallpaper to chocolate. Bravo repositioned Burberry through its 4Ps: reclassifying product lines as core luxury or fashion-oriented; increasing prices on par with competitors; evolving the distribution model with flagship stores; and renaming to communicate a discontinuity with the past while honoring the heritage. The revival helped Burberry regain its image as a luxury brand through stricter control of its design, manufacturing and distribution.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
- Burberry is a British luxury brand founded in 1891 that is known for its traditional British style and iconic check pattern.
- It has expanded globally through store openings and by negotiating wholesale agreements with retailers in international markets like Japan.
- In Japan, Burberry launched different lines under the Burberry London brand name to target younger consumers with more affordable price points.
- However, economic slowdowns, counterfeiting, and ubiquity threatened Burberry's luxury brand image in Asia. It now faces challenges in maintaining exclusivity while growing its markets.
Burberry Social media analysis university of strathclydedanchaoxiang
This document analyzes Burberry's use of social media. It finds that Burberry has effectively used platforms like Facebook, Twitter, YouTube, and its own website to increase brand awareness and customer engagement. However, it recommends that Burberry target developing markets more, engage younger customers through gaming, increase participation on professional sites, and develop a mobile app to improve its competitive position in social media.
Thomas Burberry founded the Burberry brand in 1856 in Britain. In 1900, Burberry launched its famous check pattern trademark. Burberry Brit, a fragrance line, features packaging in the trademark check and uses natural ingredients to create an elegant scent appealing to a youthful British lifestyle. Sales grew significantly from 1997 to 1999 as the brand expanded globally.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Group 4, Section A consists of 6 students studying the history and transformation of the Burberry brand. Burberry started in 1856 as a manufacturer of durable, waterproof coats and uniforms. It gained popularity through the 1920s but then lost exclusivity through overlicensing. In the 1990s, Burberry brought in new leadership and transformed the brand through tighter design control, reduced product lines, and opening flagship stores to showcase its luxury lifestyle vision. The brand was successfully revitalized and expanded into new categories while balancing its heritage with trendiness. Ongoing challenges include managing overexposure of the signature check pattern and sustaining brand positioning as it continues growing.
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.
Brand & Corporate Culture: The Burberry ExampleVIVALDI
"A deep dive into the transformation of Burberry. The nearly 150-year-old British manufacturer of trench coats had lost its way in 2006 and started a digital transformation, which called for a complete overhaul of its technology infrastructure from the front-end customer experience to the back-end operations and global supply chain. But while the technology initiatives that changed the major processes of the company have been widely copied by other fashion retailers, it was the cultural transformation that Burberry pursued in tandem that put the company into the Champions league of the most admired luxury brands in the world forever: placing the trench coat front of the center of the organization as an object of pride; identifying and recruiting for key business-driving roles; leveraging new capabilities to create music, movies and storytelling to speak to millennials, etc... this is a study of how brand and corporate culture trasnformed the business.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Burberry is a British luxury brand founded in 1856 by Thomas Burberry. Its famous check pattern trademark was registered in 1920. Burberry Brit is one of its fragrance lines, featuring a glass bottle in the trademark check pattern. Sales and profits increased significantly from 1997 to 1999 as the brand expanded globally while emphasizing its British heritage. Rivals include other luxury brands like Gucci.
Burberry are a British luxury brand and the 98th most valuable brand in the world. They are one of the most advanced companies when it comes to social business – but how do they do it?
In this case study we explore the core areas of Burberry's brand that have made the company the well-rounded social business that it is today.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
The document summarizes a study on the Burberry brand. It provides background on Burberry's founding in 1856 and expansion. It discusses Burberry's marketing using the 4 P's framework and analyzes their strengths, weaknesses, opportunities and threats. The document also reviews Burberry's competitors and includes a field visit report. It identifies counterfeit products as a problem and research problem. The methodology section outlines an exploratory research design to study consumer preferences towards luxury brand counterfeits in India. Key findings are that age and gender influence product attributes consumers seek in authentic versus counterfeit luxury products.
Burberry is a 157-year-old British luxury brand known for its trench coats. It has a target market of men and women ages 25-65 from upper middle to upper class. Burberry's social media strategy aims to increase followers on Instagram and Pinterest by varying visual content such as photos from designers and runway shows. The strategy's success will be measured using analytics from Google AdWords and social media follower counts. The annual budget for Burberry's social media is $576,000.
Burberry is a British luxury fashion house known for its trench coats and trademark plaid patterns. It was established in 1856 and is now a public company listed on the London Stock Exchange. Burberry saw profits fall in the first half of 2021 due to the pandemic's impact on luxury spending. It is taking steps like expanding product lines and investing in digital marketing to appeal to younger customers and drive future growth in an uncertain economic environment.
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.
a. Burberry is a luxury brand founded in 1856 that operates 3 lines and generates most revenue from retail, with Asia Pacific as the largest market. Accessories are the biggest category while men's wear is growing fastest.
b. The presentation discusses Burberry's digital strategy, including social media presence and interactive online experiences. Burberry aims to engage customers through platforms like The Art of Trench social network and livestreamed fashion shows.
c. Burberry's digital approach emphasizes consistency across channels and easy shopping options. This strategy of integrating digital and physical shopping has helped expand into new markets while putting Burberry at the forefront of luxury brands online.
Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and B...Putri Arinda
Burberry, Anthropologie, and Beacon's Closet were evaluated on their digital strategies. Burberry was found to be the most aggressive on social media, while Beacon's Closet was the least. Anthropologie was seen to consider user experience the most through sensory marketing. Burberry's messages were seen to resonate best with customers. Recommendations included creating distinct voices for Burberry's brands, increasing YouTube content for Burberry, and promoting online events and apps for Anthropologie. Beacon's Closet was advised to create fictional stories and online auctions to engage customers.
Burberry is a British luxury fashion house known for its trench coats. In the 1990s, Burberry struggled as its trademark plaid pattern was no longer seen as a sign of quality, but it rebounded in the early 2000s as sales nearly doubled and profits tripled. A five forces analysis shows Burberry faces high bargaining power from suppliers due to its selective sourcing, moderate bargaining power from buyers and threats of substitution due to its product range, low threats of new entry due to its brand loyalty and premium offerings, and moderate competitive rivalry as it focuses on innovation within core categories.
Burberry is a British luxury brand known for its quality clothing and accessories. It aims to capitalize on its brand momentum by launching a new beauty line that captures the effortless elegance and natural style associated with Burberry. The beauty line will feature cosmetics designed to look light, natural, and breathable. It will target urban, educated women ages 25-40 and be sold at retailers exclusively carrying the Burberry beauty brand.
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
I then had to identify a gap in the market to warrant a new diffusion range providing an outline of the target audience and product range and developing a PR campaign and materials for a named PR activity or event.
Marketing Strategy for Aquascutum Brand RevivalJing Huang
Aquascutum is a British heritage fashion brand founded in 1851 known for its raincoats. However, only 55% of respondents were aware of the brand, showing low recognition. Those familiar saw it as a British brand but associated it more with accessories than specific clothing lines. Despite sharing similarities with successful brands like Burberry, Aquascutum's marketing failed to improve its standing as it drifted between markets and lost control of profitable Asian markets. To revive the brand will require redefining its identity and target markets through improved marketing strategy.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
Lost Cachet of Burberry ----- the royal fashion house of trench coats Arittra Basu
This document provides a marketing project summary for Burberry, a British fashion brand. It discusses Burberry's history and challenges it faced in the late 1990s with declining profits. A new CEO was appointed in 1997 to reposition the brand. The project will analyze Burberry's repositioning strategy, including improvements to brand management, marketing communications, product design/sourcing, and distribution strategy. It will justify how Burberry reclaimed its status as a premier English fashion house through intelligently recycling its heritage while adapting to modern tastes. Secondary research from business analysts and Burberry's IPO prospectus will inform the analysis.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
- Burberry was founded in 1856 in England and grew throughout the 19th century offering outerwear. In 1901, Burberry designed uniforms for the British army. The invention of gabardine, a waterproof and breathable fabric, helped establish Burberry's reputation.
- In recent decades, Burberry's iconic check pattern became popular among the working class "chav" subculture in Britain, hurting its luxury image. Its global strategy also did not align with its desired upscale brand positioning.
- Burberry faced challenges in maintaining a consistent brand image and quality across its retail stores, wholesale distribution, and licensed products which accounted for a significant portion of its business.
This report compares the British luxury fashion houses Burberry and Aquascutum. It provides background on both companies, which were founded in the 19th century and are known for their trench coats. In the 1990s, both brands struggled with a "chav" stigma but have since improved their brand images. The report examines the luxury market, consumer behavior, and each company's marketing strategies, products, and financial performance. It aims to analyze how effectively Burberry promotes its brand and identify recommendations to increase profitability.
Group presented on the luxury brand Burberry. Key points include:
- Burberry was founded in 1856 and is known for its heritage in leather goods and trench coats.
- It has a diverse customer base ranging from middle aged men and women to children to older customers.
- Burberry has expanded its product offerings beyond apparel into accessories, home goods, and cosmetics while maintaining its core luxury brand image.
- Recent struggles in China have impacted Burberry's growth, prompting a need to reconsider its pricing and marketing strategies to remain competitive in global luxury markets.
Group 4, Section A consists of 6 students studying the history and transformation of the Burberry brand. Burberry started in 1856 as a manufacturer of durable, waterproof coats and uniforms. It gained popularity through the 1920s but then lost exclusivity through overlicensing. In the 1990s, Burberry brought in new leadership and transformed the brand through tighter design control, reduced product lines, and opening flagship stores to showcase its luxury lifestyle vision. The brand was successfully revitalized and expanded into new categories while balancing its heritage with trendiness. Ongoing challenges include managing overexposure of the signature check pattern and sustaining brand positioning as it continues growing.
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.
Brand & Corporate Culture: The Burberry ExampleVIVALDI
"A deep dive into the transformation of Burberry. The nearly 150-year-old British manufacturer of trench coats had lost its way in 2006 and started a digital transformation, which called for a complete overhaul of its technology infrastructure from the front-end customer experience to the back-end operations and global supply chain. But while the technology initiatives that changed the major processes of the company have been widely copied by other fashion retailers, it was the cultural transformation that Burberry pursued in tandem that put the company into the Champions league of the most admired luxury brands in the world forever: placing the trench coat front of the center of the organization as an object of pride; identifying and recruiting for key business-driving roles; leveraging new capabilities to create music, movies and storytelling to speak to millennials, etc... this is a study of how brand and corporate culture trasnformed the business.
Vivaldi is a global strategy firm helping companies address their toughest challenges in driving growth with expertise in brand strategy, innovation, design and cultural transformation. For more information about Vivaldi, visit our website: http://vivaldigroup.com/ "
Burberry is a British luxury brand founded in 1856 by Thomas Burberry. Its famous check pattern trademark was registered in 1920. Burberry Brit is one of its fragrance lines, featuring a glass bottle in the trademark check pattern. Sales and profits increased significantly from 1997 to 1999 as the brand expanded globally while emphasizing its British heritage. Rivals include other luxury brands like Gucci.
Burberry are a British luxury brand and the 98th most valuable brand in the world. They are one of the most advanced companies when it comes to social business – but how do they do it?
In this case study we explore the core areas of Burberry's brand that have made the company the well-rounded social business that it is today.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
The document summarizes a study on the Burberry brand. It provides background on Burberry's founding in 1856 and expansion. It discusses Burberry's marketing using the 4 P's framework and analyzes their strengths, weaknesses, opportunities and threats. The document also reviews Burberry's competitors and includes a field visit report. It identifies counterfeit products as a problem and research problem. The methodology section outlines an exploratory research design to study consumer preferences towards luxury brand counterfeits in India. Key findings are that age and gender influence product attributes consumers seek in authentic versus counterfeit luxury products.
Burberry is a 157-year-old British luxury brand known for its trench coats. It has a target market of men and women ages 25-65 from upper middle to upper class. Burberry's social media strategy aims to increase followers on Instagram and Pinterest by varying visual content such as photos from designers and runway shows. The strategy's success will be measured using analytics from Google AdWords and social media follower counts. The annual budget for Burberry's social media is $576,000.
Burberry is a British luxury fashion house known for its trench coats and trademark plaid patterns. It was established in 1856 and is now a public company listed on the London Stock Exchange. Burberry saw profits fall in the first half of 2021 due to the pandemic's impact on luxury spending. It is taking steps like expanding product lines and investing in digital marketing to appeal to younger customers and drive future growth in an uncertain economic environment.
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.
a. Burberry is a luxury brand founded in 1856 that operates 3 lines and generates most revenue from retail, with Asia Pacific as the largest market. Accessories are the biggest category while men's wear is growing fastest.
b. The presentation discusses Burberry's digital strategy, including social media presence and interactive online experiences. Burberry aims to engage customers through platforms like The Art of Trench social network and livestreamed fashion shows.
c. Burberry's digital approach emphasizes consistency across channels and easy shopping options. This strategy of integrating digital and physical shopping has helped expand into new markets while putting Burberry at the forefront of luxury brands online.
Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and B...Putri Arinda
Burberry, Anthropologie, and Beacon's Closet were evaluated on their digital strategies. Burberry was found to be the most aggressive on social media, while Beacon's Closet was the least. Anthropologie was seen to consider user experience the most through sensory marketing. Burberry's messages were seen to resonate best with customers. Recommendations included creating distinct voices for Burberry's brands, increasing YouTube content for Burberry, and promoting online events and apps for Anthropologie. Beacon's Closet was advised to create fictional stories and online auctions to engage customers.
Burberry is a British luxury fashion house known for its trench coats. In the 1990s, Burberry struggled as its trademark plaid pattern was no longer seen as a sign of quality, but it rebounded in the early 2000s as sales nearly doubled and profits tripled. A five forces analysis shows Burberry faces high bargaining power from suppliers due to its selective sourcing, moderate bargaining power from buyers and threats of substitution due to its product range, low threats of new entry due to its brand loyalty and premium offerings, and moderate competitive rivalry as it focuses on innovation within core categories.
Burberry is a British luxury brand known for its quality clothing and accessories. It aims to capitalize on its brand momentum by launching a new beauty line that captures the effortless elegance and natural style associated with Burberry. The beauty line will feature cosmetics designed to look light, natural, and breathable. It will target urban, educated women ages 25-40 and be sold at retailers exclusively carrying the Burberry beauty brand.
I chose to use luxury brand Burberry as the focus of this assignment, I was required to examine the brands marketing communications focusing on USP, competitors, methods of marketing, diffusion ranges etc.
I then had to identify a gap in the market to warrant a new diffusion range providing an outline of the target audience and product range and developing a PR campaign and materials for a named PR activity or event.
Marketing Strategy for Aquascutum Brand RevivalJing Huang
Aquascutum is a British heritage fashion brand founded in 1851 known for its raincoats. However, only 55% of respondents were aware of the brand, showing low recognition. Those familiar saw it as a British brand but associated it more with accessories than specific clothing lines. Despite sharing similarities with successful brands like Burberry, Aquascutum's marketing failed to improve its standing as it drifted between markets and lost control of profitable Asian markets. To revive the brand will require redefining its identity and target markets through improved marketing strategy.
Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
Lost Cachet of Burberry ----- the royal fashion house of trench coats Arittra Basu
This document provides a marketing project summary for Burberry, a British fashion brand. It discusses Burberry's history and challenges it faced in the late 1990s with declining profits. A new CEO was appointed in 1997 to reposition the brand. The project will analyze Burberry's repositioning strategy, including improvements to brand management, marketing communications, product design/sourcing, and distribution strategy. It will justify how Burberry reclaimed its status as a premier English fashion house through intelligently recycling its heritage while adapting to modern tastes. Secondary research from business analysts and Burberry's IPO prospectus will inform the analysis.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
- Burberry was founded in 1856 in England and grew throughout the 19th century offering outerwear. In 1901, Burberry designed uniforms for the British army. The invention of gabardine, a waterproof and breathable fabric, helped establish Burberry's reputation.
- In recent decades, Burberry's iconic check pattern became popular among the working class "chav" subculture in Britain, hurting its luxury image. Its global strategy also did not align with its desired upscale brand positioning.
- Burberry faced challenges in maintaining a consistent brand image and quality across its retail stores, wholesale distribution, and licensed products which accounted for a significant portion of its business.
This report compares the British luxury fashion houses Burberry and Aquascutum. It provides background on both companies, which were founded in the 19th century and are known for their trench coats. In the 1990s, both brands struggled with a "chav" stigma but have since improved their brand images. The report examines the luxury market, consumer behavior, and each company's marketing strategies, products, and financial performance. It aims to analyze how effectively Burberry promotes its brand and identify recommendations to increase profitability.
Group presented on the luxury brand Burberry. Key points include:
- Burberry was founded in 1856 and is known for its heritage in leather goods and trench coats.
- It has a diverse customer base ranging from middle aged men and women to children to older customers.
- Burberry has expanded its product offerings beyond apparel into accessories, home goods, and cosmetics while maintaining its core luxury brand image.
- Recent struggles in China have impacted Burberry's growth, prompting a need to reconsider its pricing and marketing strategies to remain competitive in global luxury markets.
Burberry is a British luxury fashion house known for its trench coats and distinctive tartan pattern. Founded in 1856, Burberry has branded stores around the world and supplies clothing and accessories to department stores and other retailers. Burberry remains a quintessentially British brand focused on outerwear and uses digital marketing and innovative retail strategies to drive global sales.
The document discusses trends in the luxury industry during economic downturns. It notes that wealthy consumers now seek luxury brands that have meaning and values beyond status symbols. Luxury brands must effectively utilize the internet, social media, and storytelling to connect with customers. New opportunities mentioned include cruise collections, dressing registries, luxury water, and leasing luxury goods temporarily.
An overview of the omnichannel strategies adopted by Louis Vuitton. The additional slides are used as a report. Briefly, it analyzes the new trends in the fashion business.
The document is a study by the digital agency SAME SAME but different exploring the digital strategies of premium brands and luxury maisons.
It will include rankings of brands based on criteria, a focus on a specific subject, presentations of impactful digital trends, reviews of monthly news, decodings of innovative operations, and a case study on a trend topic.
The study also provides examples of brands offering online customization of products, such as Chopard allowing customization of watches from its Happy Sport collection and Boucheron previously offering customization of animals-themed jewelry online. Punctual customization operations have also been offered by Prada and Burberry.
Overall, the document examines innovative digital strategies
This document proposes a new business that will act as a portal between China and the UK luxury market. The business will be an omni-channel retailer and e-tailer selling British luxury brands. It aims to attract young Chinese luxury consumers by providing an authentic luxury experience and eliminating the need for daigou agents. The business will use eCommerce, mobile commerce, social media, and a retail store to interact with customers. Products will focus on British womenswear, menswear, shoes, and accessories to highlight British heritage and craftsmanship.
Luxury retailer Harvey Nichols asked a training company to develop new materials to train their Sales Advisors on customer service and selling techniques. The training company created a magazine called "Beyond Expectations" that looks like a fashion magazine and contains activities and articles on fashion history and designers. They also produce seasonal supplements and are developing a board game to accompany the face-to-face training. The goal is to create an interesting way to train and communicate with Sales Advisors.
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!
Alexander Wang is an American fashion designer who launched his eponymous label in 2005. Since then, the brand has grown significantly and now produces several lines including T by Alexander Wang, footwear, and accessories. Wang has received numerous awards and recognition from the fashion industry. The brand targets fashion-conscious individuals aged 25-40 and is known for its innovative yet clean designs. While the brand has been successful, it recently faced a lawsuit alleging unfair treatment of factory workers. Going forward, Alexander Wang will look to expand its reach through a collaboration with Samsung and potential investment from LVMH.
Ports Presentation (Business in China Class)Mirza Boric
Ports is a luxury fashion brand founded in 1961 that specializes in ready-to-wear accessories. It was successful entering the Chinese market by introducing western fashion and supporting local media. The brand expanded globally over decades under various owners. Ports faced critiques for high prices but adapted by establishing lower-priced lines and a VIP program, while educating consumers and ensuring quality manufacturing in China.
What could be the problematics for Louis Vuitton in the upcoming years with their current strategy.
Based on their history and latest work what does it say about Vuitton true core values.
I am branding- creds_presentation_2014_01_09 compressedi-ammumbai
i-am is a design firm that specializes in creating 360 degree customer experiences for brands. They help define how customers experience brands across various touchpoints including research and insights, brand identity, digital experiences, interior design, architecture, and experiential marketing. They have designed experiences for numerous clients across various industries to build brand advocacy and improve business performance.
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.
Green Room - Britishness and Nationalism in Retail DesignGreen Room Design
National culture is a fluid and ever-evolving concept, intertwined with history and national character. Brand and retail Interpretations can therefore vary considerably.
In our research we uncovered Britishness in many guises, from a focus on heritage and craftsmanship to brands proudly ignoring British civility and reflecting the cheekier, more irreverent side of what it means to be a Brit.
Looking across a wider geography, we also explored how French chic infiltrates Lacoste, how the Japanese aesthetic of ‘su’ contributes to the look and feel of Muji and how German industrial design inspires Braun.
To find out more please take a look at the whitepaper.
Brand study on luxury fashion house Burberry, including history of the brand, signature style, research on store layout, facade & design of interiors, and uniqueness & quintessence of the brand.
Three wallpapers, a window display with a theme accompanied by a comprehensive design process, and one store prop concept designed by the poster is also included.
International business final project on Burberry Farah Sadiq Khan
An international brand/business analysis of Burberry.Burberry is one of the leading British luxurious clothing brand, having a great iconic history of about 200 years.
1. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
Comparison of Two Luxury Brands
A matter of Checks
Burberry VS Aquascutum: so similar, yet so different
Burberry and Aquascutum have much in common: similar brand history, completely
identical trademark fabric - the gabardine and extremely akin brand logos - the checks. Not even to
mention the brands’ leading product: the trench coat. However, their fates are not similar at all.
According to the official website, Burberry Group has exceeded the estimates and obtained £ 2230
revenue in March 2015 (www.burberryplc.com). On the contrary, Aquascutum has experienced
administration in 2012 and risks to be forgotten (L. Cochrane, 2012). How could be possible that
these two British, traditional and stating brands share their origins but still diversify so much in their
success - or failure? What makes these brands so different while they are so similar?
Both of them were born in the 19th Century, in England. Aquascutum boasts of being the first one:
in 1851, in the elegant Mayfair, John Emary set up the company. The atelier was highly focused on
tailored suits and craftsmanship: the use of waterproof textiles gave it the right chance to succeed
and in 1895 Aquascutum’s flagship store was opened in 100 Regent Street. The name of the brand
derives from the Latin words aqua - water - and scutum - shield - as immediate statement of the
brand’s speciality (www.aquascutum.com). On the other hand, Burberry was founded in 1856 by
the 21-year-old Thomas Burberry. The Burberry’s tailoring shop was firstly opened in Basingstoke,
Hampshire County. The brand was devoted to outdoor, hard-wearing and water resistant clothes,
soon starting to use the gabardine textile. The brand was officially registered in 1901 with the
equestrian knight and the Latin motto Prorsum - forwards (www.burberry.com). The use of the Latin
language in both brands is remarkable: in the Victorian era, Latin was still considered the language
of the richest social classes, aristocracy and nobility. Indeed, these brands have always targeted
an high-end, classy and elegant customer-type. Burberry’s of London - as it was called
immediately after the First World War - held the “royal warrants of appointment” for over one
hundred years, being worn by the Royal Family and becoming the official supplier for the British
Army (M. Haig, 2004). Burberry was used by the “explorer Major F.G. Jackson, “famed for mapping
parts of the Arctic Circle” in 1897 (www.burberry.com). At the same time, Aquascutum was adopted
by the British military forces in both of the World War and it officially sponsored the explorer
“Edmund Hilary and his team during their first ascent of Mount Everest” in 1953
(www.aquascutum.com).
Potentially, there is no difference between them except their names and their profits. The
Burberry’s CEO Rosie Marie Bravo - appointed in 1997 - represents the turning point: the CEO
was able to use the brand’s heritage as stimulus to re-enter the high-end luxury market. Victoria
Beckham and Kate Moss were the actual “levers” of the brand, which was suffering of being out of
fashion and too much licensed. On the other hand, the last public figure which was proud of
wearing Aquascutum was Margaret Tatcher in the 80’s and the British Olympic Team in 1997
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2. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
Olympics. The latter company was sold to Harold Tillman in 2009, and since that moment few are
the victories: in 2015 the creative director Thomas Harvey debuted with a Menswear collection
(www.aquascutum.com).
Moreover, one of the major causes that boosted Burberry is the acute use of celebrity
endorsements: the last ad campaign featured the always-edgy Kate Moss and Cara Delevingne for
the fragrance promotion, Naomi Campbell and Jourdan Dunn for the S/S 2015 collection and
Romeo Beckham for the Christmas’ campaign (B. London, 2014; M. Cliff, 2014). The importance of
the marketing tactics is the key element for the brand success: in the web-era, images, rather than
words, are essential. Aquascutum is now struggling not to collapse and the CEO Tillman is
concentrating more on other businesses - e.g., charity and found raising - than reshuffling the
brand (J. Solomon, 2014). The appointment of Thomas Harvey in 2014 could be Tillman’s “swan-
song”: “we are staying true to the brand’s heritage, but evolving it through modern touches”, says
the young creative director to Hungertv magazine (A. Hughes-Chamberlain, 2014).
Thanks to the Prism of Identity model, the differences and analogies between the two brand
analysed would be clearer (Appendix One). The most important distinctions are the relationship
and the reflection categories: while Burberry is considered synonymous of class, elegance and
“must-have”, Aquascutum is still related to tradition and “old-style”. As Martin Raymond, editor-in-
chief of the trend forecasting agency The Future Laboratory, said to The Guardian, “while
[Burberry] says “now”, Aquascutum says “then” (L. Cochrane, 2012). Even though Burberry was
related to the “chavs” movement during the 90’s, it has the courage to use this imaginary in order
to be known worldwide. Aquascutum, instead, has slowly - yet increasingly - been associated with
the British “old-school” aristocracy and luxury, failing in modernising the brand image and
appealing to younger customers. This brand is appreciated among “hipsters”, who find it less
mainstream and easily accessible in vintage stores.
Furthermore, since the product/symbol of the two brands is the trench coat - produced with the
same high quality fabric and the same exquisite craftsmanship, the gap between them must be
caused by the diverse merchandising strategies applied. As mentioned above, thanks to the
immense brand reassessment perpetuated by Rose Marie Bravo and Angela Ahrendts, Burberry
has now a solid and undisputed presence in luxury market (I. Amed, 2007). By creating three
different lines - Prorsum, London and Brit, the brand has amplified the possible range of
customers. In addition to this, the collections are becoming more and more fashion-forward,
playful, modern, young and diversified - appealing to both the loyal elderly customers and the
young generations (e.g., the last typographic collection; www.burberry.com). In order to depict
objectively the in-store experience at Burberry’s flagship store in Regent Street, it has been
relevant to see how the brand delivers itself to the public (Appendix Two). The store is a sort of
“brand temple”, where tradition, aristocracy and British-ness merge together, amplifying the
importance of the “checks”. On the contrary, Aquascutum is almost absent from the real London
opulent scene: the mono brand store is located at 15 Brompton Road - Knightsbridge, the heart of
the luxury enclave. House of Frasers and Harrods are the only department stores which still stock
Aquascutum - where the former is famous for its traditional and higher age-range customers and
the latter stocks only fourteen garments (www.houseoffraser.co.uk; www.harrods.com).
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3. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
Nevertheless, the modern and edgy Selfridge’s and the central Liberty department stores do not
stock the brand considered anymore. This aspect is highly evocative: the brand is officially related
to a classic, traditional and not à la mode customer profile. However, it still sustains a luxurious
façade and the in-store experience remains strongly fixed to the old luxury ambience (Appendix 2).
Moving from the off-line to the on-line customers’ experience, we will be able - once again - to
notice the distinction between these two labels. According to Okonkwo (2010), luxury brands are
now facing the web reality and the necessity of satisfying a completely new luxury consumer.
Moreover, due to the social networks and the growing phenomenon of “fashion bloggers”, anyone
at anytime is able to access the luxury brands’ websites (U. Okonkwo, 2010). Burberry was the first
luxury fashion house to exploit the internet in order to create massive awareness among both
typical customers and new ones: in 2014, Burberry developed a digital buying experience which
allowed customers to buy the collection directly from the catwalk. Thanks to a collaboration with
the social channel Twitter, the runway was live-streamed and purchasable simply by clicking a
button (J. Arlidge, 2014). Recently, the label’s headquarter has developed other means to increase
their digital presence: for the catwalk organised in Los Angeles the last 16th of April, fans were able
to “sit” in the front row and assist the show just by logging in the Burberry’s app (Luxury Daily,
2015). The Burberry official website is perceived as the “on-line physical” involvement and tries to
educate its possible clients in the Burberry’s philosophy and image (www.burberry.com).
Undoubtedly, Burberry has wholly understood the importance of the “cybernetic image” that
nowadays luxury brands must portray. The flagship store has been updated with “radio-frequency
identification” system: a microchip is inserted in the garments and, once the customer reflects
himself/herself in special mirrors, these mirrors turn in computer screens, provide details and
possible outfits (R.Johnstone, 2013). Contrarily, Aquascutum is still devoted to the mainstream of
the on-line shopping. The website is well presented and easy to navigate: the customers could
easily browse the collections - mostly focused on the trench coats and the new menswear line, see
the “ad campaign behind the scenes”, and sign up for the newsletter mailing list
(www.aquascutum.com). It is structured in the same way of all the other luxury brands’ web pages,
trying to be up-to-date and modern. However, the discrepancy between the on-line presence and
the real market is wide and, in few - maybe harsh - words, Aquascutum fails in the willingness of
being modern without concretely modernising its image. Despite this, the attention to details and
tailoring could be exploited: Aquascutum provides a made-to-measure and bespoke tailoring
service, which could be successfully improved in the actual “customised-luxury-era”. In the off-
Regent Street store, two tailors would personally measure the customers and the suit would be
delivered at home within six weeks (N. Carvell, 2015). Once again, it is incontestable how much
Aquascutum is trying to live on the tradition, which should be seen as “springboard” and not as
final aim.
As mentioned above, the store location and concept is another vital aspect of luxury brands’
awareness (M. Ehbauer, R. Gregel, 2012). Burberry opened the “biggest flagship store in the
world” in 2012 (J. Cartner-Morley, 2012). The building was formerly a 1930s cinema, where Her
Majesty The Queen Victoria used to have a private dais. Moreover, all the interiors were
handcrafted by British artisans. What is interesting is that the concept beneath the store in to have
a physical experience of the on-line shopping: the store resemble the method of browsing a
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4. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
shopping website, by merchandising firstly the entire collection and then specialised departments
(R. Johnstone, 2013). Aquascutum, on the oder side, still presents itself in the posh Knightsbridge
area, settling its presence in the luxury hot-spot of London and relying simply on this aspect.
In conclusion, the brands considered in this report have been competitors since their
origins. On one hand, Burberry is succeeding in creating a luxurious, modern, fresh and
reinventing persona: the famous trademark trench-coat is now surrounded by three different lines,
always reinterpreted. Alongside the innovative ad campaigns and celebrity endorsements, the
brand delivers a professional and almost unique technologic experience, from the hi-tech
installations in its stores to the on-line presence (for example, live streaming shows, “buy-from-the-
runway” initiative, customisation). The success of Burberry seems to be the diversifications of
channels used to appeal to and cater for its customers. On the other side, the failure of
Aquascutum could be caused by the exact contrary: the passive exploitation of its heritage, the
only focus on tradition and past glory, the basic on-line services. What could improve the brand is
using the bespoke/tailoring customisation and turn it into a more modern and fresher direction.
One trench coat, two completely opposite ways of selling it: in this historic moment, the inevitable
challenge of all the classic luxury brands is to balance between tradition and modernity, without
loosing the identity for which they are so famous.
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5. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
Appendix One: The Identity Prisms1
Adapted from Kapferer (1992)1
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Personality:
à la mode; smart; savvy;
pragmatic; elegant; connoisseur
Physic:
ochre double-breasted
trench coat;
gabardine; checks;
Culture:
waterproof; practicality;
functionality; resistant;
aristocratic;
posh
Relationship:
class; must-have;
elegance //
“chavs”, tacky,
counterfeit
Self-image:
perfect mixture of class and modernity;
elegance; fashionable; updated; smart
Reflection:
elegance; class; modern; timeless;
sophisticated; British-look
6. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
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Physics:
Trench coat; checks;
gabardine; single-breasted
waterproof overcoats
Relationship:
connoisseurship;
traditional; classy;
snobby // old-
fashioned;
vintage
Reflection:
elderly customer type;
loyal; traditional-nostalgic;
not influenced by trends
Personality:
snobby; traditional; posh; elegant; “tory”//
hipster; vintage savvy; unconventional;
niche
Culture:
efficiency; pragmatism;
elegance; class;
British-ness;
posh
Self-image:
niche, connoisseur; posh; out of the
mainstream
7. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
Appendix Two: In-store Experience Report
1- BURBERRY:
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FLAGSHIP STORE DEPARTMENT STORE
LOCATION 121 Regent Street, next to luxury
jewellers; ‘30s cinema; interiors
designed and produced by
English artisans
Selfridge’s department store - 400
Oxford Street; first floor—> Men’s
Contemporary department; next
to Saint Laurent, Balenciaga
VISUAL MERCHANDISING First floor—>entire new collection;
different areas for different lines;
mega-screen projecting videos;
chromatic display of garments;
easy access to garments; items
directly lit by light-spots; two sizes
per garment
Contemporary; sleek; modern;
young; edgy and minimal corner.
Bright lights; few garments
displayed + accessories (not he
new collection).
PERSONNEL
(attitude, manners)
elegant (total black uniforms);
professional; polite; smiling;
active; clean; greetings and
politeness formula (“sir”)
Busy; snobby; impolite; no
greetings; no attention paid to the
customer; the client has to wait for
being approached by the sales
staff.
ADDITIONAL INFO While browsing the store, the
personnel was cleaning the
cages; once asked, the shop
assistant gives all the info about
the history of the brand and the
building itself; the staff pointed the
easiest way to arrive at the
menswear section; no visible
cashiers
8. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
2 - AQUASCUTUM
MONO BRAND STORE DEPARTMENT STORE
LOCATION 15 Brompton Road -
Knightsbridge. Opposite Burberry
store; next to tube station;
Selfridge’s department store - 400
Oxford Street
NOT IN STOCK
VISUAL MERCHANDISING small; bright white lights; mix of
wood and sleek materials (e.g.,
shelves); item disposed on cages
(e.g., umbrellas); modern counter
NOT IN STOCK
PERSONNEL
(attitude, manners)
extremely polite; greetings once
the customer enters (“sir”);
smiling; elegant (dark blue
uniforms)
NOT IN STOCK
ADDITIONAL INFO the sales person is extremely
polite and gentle when the
customer does not intend to
purchase the item requested
the receptionists underlines that
Aquascutum is no more available
in the department considered
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9. Enrico Zanon
L4078882
May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
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10. Enrico Zanon
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May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
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May Submissions Fashion Marketing and
Retailing in the Luxury Sector:
Store Location and VM
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