Burberry was established in 1856 in Basingstoke, England by Thomas Burberry. By 1870, the brand had established itself through outdoor clothing. In 1891, Burberry opened a shop in London. In 1914, Burberry designed the trench coat for British officers in WWI, which later became popular with civilians. Today, Burberry represents luxurious style through pieces like the trench coat while evolving designs. Key audiences are wealthy adults aged 20-30, while maintaining reputation through high-end placements and avoiding "chav" stigma from the 1990s.
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Burberry Research
1.
2. HISTORY OF THE BURBERRY BRAND
Burberry was first established in 1956 by Thomas
Burberry, opening the doors to a store in
Basingstoke, England.
14 years later by 1870, the brand had
established itself by focusing on outdoor
clothing. In 1891, Burberry opened a shop
in the Haymarket, London, which still exists
and until recently was the site of Burberry‟s
corporate headquarters.
3. In 1914 Burberry was commissioned by the War Office
to adapt its officer's coat to suit the conditions of
contemporary warfare, resulting in the "trench coat".
After the first world war, the trench coat became popular
with civilians, and is still one of the most iconic items of
clothing in association with Burberry have evolved over
the last century.
5. “The American Gentleman with a
fetish for the finest, can now indulge
his taste in weatherproof luxury. For
here without the fanfare reserved for
royalty, we illustrate a few favorites
from our current collection of
„Burberry Bluebloods‟”.
8. BRAND VALUES
The brand values of Burberry have changed from when the brand was first
established. Before the war, Burberry clothing was manufactured to be capable to
adapt to life on the front line. However in the present day, Burberry has very different
Brand Values.
In the 21st Century, Burberry is all
about luxurious effortless style, and
creating new designs that represent
current trends however are still stay
loyal to the idea of what Burberry is
all about, for example the „trench
coat‟ is a Burberry statement piece
however has evolved and developed
over the past century.
Burberry are also recognized for
there traditional tweed print, that is
often used for certain pieces in there
collections, and more often then not
used for the inside lining of the
majority of garments.
9. PRODUCT LIFE CYCLE
Cash Cow Problem Child
Traditional Trench Coats Potential investment
Smaller bags and purses
Rising Star Dead Dog
Women's midi skirts Printed Caps
Women's watches Traditional Burberry print/pattern
Men's graphic print shirts
10. TARGET AUDIENCE
Burberry targets both male and females in there late twenties/early thirties, very
wealthy, successful, stylish, slim, a lot of there garments are smart so they appeal the
modern day business person.
Burberry specifically target this sort of audience, however they try there best to not
appeal to a certain market that
damaged the brands reputation in
the 90‟s, Chavs in Britain wore the
iconic print head to toe and really
damaged the brands reputation.
11. Marketing and PR Strategy
Burberry‟s reputation was really damaged in the 1990‟s due to football hooligans
(CHAVS, there new strategy was to get there products out there targeting the higher
end of the market.
They use celebrity endorsements to do this, giving numerous celebrities there
garments to wear to portray the right message with there brand and slowly remove the
„chav‟ reputation that Burberry had gained throughout the 90‟s.
12. Catwalk Pieces
Items in stores that some can afford
Trench Coats
Some dresses, business clothing, bags, shoes
Cheaper, smaller garments and accessories
Purses, belts, hats, perfume etc.
