4. 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.
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5. 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.
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6. 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
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7. 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.
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8. 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
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9. 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
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10. Shopping Target 1
Drivers
Drivers: Self Confidence,
Brand Logo & Brand Status
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
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11. 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.
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12. 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.
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13. 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.
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14. Fashion Target 2
Dependance
Classic Mixed with Mainstream.
Is Influenced by trends but has
really got an established style.
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15. 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.
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16. Shopping Target 2
Drivers
Drivers: Self Confidence, Quality, Exclusivity,
Brand Status and Brand Logo for Accessories.
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
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21. 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.”
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22. 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
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23. 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
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25. 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
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26. Positioning
+ Brand Status
Burberry
Ralph Lauren
Tommy Hilfiger
- Fashionable
+ Fashionable
La Martina
Lacoste
- Brand Status
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27. 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
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28. Positioning
+ Quality
Burberry
Chloe
Marc Jacobs
Ralph Lauren
- Fashionable
+ Fashionable
Massimo Dutti
- Quality
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32. 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
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33. 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%
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36. 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.
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37. 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
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46. FORCED CIRCUIT
No Sign explaining what products can be found upstairs at
Staircase B
- Only in Staircase A this is explained
A
B
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48. 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
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49. IN STORE
COMMUNICATION
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50. 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)
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51. 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)
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52. 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
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53. 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
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59. 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
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60. 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
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61. 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
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62. Mystery Shopping
GREETING
Greeting
Waiting Time
1st name terms
0 2 4 6 8 10
Perfect timing to greet, a formal but welcoming greeting
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63. 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
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64. 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.
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65. 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.
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66. 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.
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67. 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!
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68. 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%
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69. 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
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70. 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)
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71. 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.
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72. 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
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73. Change in Area - Make it Warmer
Replacement of “Stopper”
PRORSUM
SCARVES
WOMEN BASICS
RAIN WEAR
Free Space
SPORTS
SHOES
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74. 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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