3. BRAND & CULTURE
-Quintessential British fashion with outerwear core
-One of the oldest & most respected British labels
-Leading luxury brand with global business found in 26 stores worldwide
-Iconic trench coat, trademark check and Prorsum knight heritagelogo
-Brand leader in digital communication (social media, burberry.com, fashion shows)
-Personalized customer care offering consumers a superior shopping experience
-Social Responsibility (Burberry Foundation)
4. HERITAGE
-Outerwear Core With Adventure/Exploration History
-Iconic Products
-Received Royal Warrant By British Royal Family
-World’s most recognized and widely copied tartan pattern
(Burberry check)
-Past: Classic, rogue outerwear brand. Future: Next generation,
fashionable youth. “Burberry chic”
7. COMPETITIVE ADVANTAGE
-Performance based advertising
-Cost effective for international banner and text ad campaigns
-Text and image ads supported
-Placement is automated, more relevant to users
-Ads are placed on a wide range of sites not just search engines
8. TARGET MARKET
-Burberry maintains a broad appealacross dual gender audience, 20s to 50s
-People with a medium to high standard of living
-Accessible “functional” luxury
-Cross-generational:
-Mature audience seeks classic appearance
-Youth audience seeks innovative/contemporary design
9. STRENGTHS & WEAKNESSES
Existing Strengths Existing Weaknesses
-Strong/proven management team -Low vertical integration reduces
capture of margin and value from
-Licensing growth. High incremental manufacturing
return on incremental capital
-Apparel segment has increased fashion
-Well-established luxury brand with risk but accounts for majority of profits
classic heritage products
-Internal brand awareness confusion
-Powerful celebrity endorsements (Burberry London, Burberry Brit,
-Iconic products, logo, check print Burberry Prorsum, etc.)
-Accessible “functional” luxury
-Progressive digital communication
(website, fashion shows, social media)
Hinweis der Redaktion
Brand Culture & Heritage-SummerHeritage & Timeline-LauraFinancial Outlook-JingCompetitive Advantage-QueenaTarget Market-ShadanStrenths/Weaknesses-Shadan
-Burberry Check-GQ, Esquire, Vogue, Tatler and Harper's Bazaar -Kate Moss and actress Emma Watson in order to attract more young chic and fashion-conscious consumers-Customer searching for “Functional Luxury”.-Appeals to people who appreciate the British clean, smart and timeless classic style which exudes sophistication and elegance…while offering modern edginess and British sensibility.-Synonymous with quality, style and elegance where beautiful craftsmanship is contrasted with form and function.