A report on the Burberry's marketing, company culture and brand image

1. A Company Marketing Spotlight Report Presentation
Ce’Erica Roland Ferguson
BUSI 265-Priniples of Marketing | Winter 2016

2. Britain's
Heritage
(Short history of the business)
▪ 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. Luxury Goods
(Products and services… product development and innovation)
women’s wear | men’s wear | children’s wear

4. Luxury Goods
(Products and services… product development and innovation)
accessories | shoes | bags | house and home goods | fragrance | beauty

5. Finding Their Place
(Market entry/ market expansion)
▪ Outer Wear
▪ Service
Uniforms
▪ TRENCH
COAT
▪ Exclusive
▪ Young target
market
▪ Product
differentiation

6. Collaboration Efforts
(Alliances, Partnerships, and Joint Ventures)

7. Brand Access(Distribution channels/ market access/ sales)
▪ Distribution Channels- Retail (71%) is the primary source
while wholesale (26%) focuses on key customers.
▪ Global brand offered in North America, Asia, Europe, and
Africa.
▪ Primarily market access through magazine print, web banners,
fashion week, social media, Celebrity Press.
▪ 70’s brought along a ‘chav’ image of low class which brought a
sales drop of £ 62 million to £ 25 million in 1998.
▪ Reconstruction of the business brought the brand to current
revenue of £ 2,523 million.

8. Marketing Resources
(Internal or external use of marketing resources)
▪ Internally Burberry worked hard to be one of the most followed
luxury brands on social media- over 16 million fans on Facebook,
over 3 million on Twitter and over 2 million on Instagram.
▪ Eternally Burberry has been recognized in…
▪ -400 global magazine covers.
▪ -Listed in Inter brand ‘Top 100 Global Brands’ for the sixth
consecutive year.
▪ -Recognized by Fast Company as the seventh most innovative brand
in retail. ·
▪ - Burberry was ranked the sixth most powerful brand globally in the
annual ‘Global 500’ report published by Brand Finance.

9. Burberry’s Past
(Marketing success and failures)
Successes
▪ Romeo Bekcom 2015
campaign
▪ Snapchat Fashion show
streaming SS16
▪ Artofthetrench.com
2009

11. Burberry’s Past
(Marketing success and failures)
Failures
▪ High content marketing
lost brand identity
▪ Kate moss drug Scandal
2005

13. “Fresh Meat”
(Current marketing efforts - branding and promotion)
Misha Hart, Dylan Brosnan, Eliza Fairbanks, sisters Ruth and May Bell, and Liam Gardner.
The new campaign features a cast of Rising Stars in the model industry.

14. References
▪ "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 Committment of the
Luxury Brand, Burberry." EAT LOVE SAVOR Luxury Lifestyle Magazine
Luxury Beyond Possession. Team, 24 Feb. 2012. Web. 04 Feb. 2016.