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    Brandon - Burberry Case Discussion

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    Rashmi Yadav
    Burberry is a luxury brand known for its check pattern trademark. Maintaining prestige while growing is a challenge. New directions discussed include entering new product categories, managing popularity among non-target customers, and sustaining positioning between fashion and lifestyle brands. Recommendations focus on product extensions in womenswear and accessories, promoting awareness of Burberry qualities globally, and balancing use of the check pattern on products. Maintaining the brand's image while expanding is key to future growth.

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    Brandon - Burberry Case Discussion

    Uploaded by

    Rashmi Yadav
    536 views11 pages
    Burberry is a luxury brand known for its check pattern trademark. Maintaining prestige while growing is a challenge. New directions discussed include entering new product categories, managing popularity among non-target customers, and sustaining positioning between fashion and lifestyle brands. Recommendations focus on product extensions in womenswear and accessories, promoting awareness of Burberry qualities globally, and balancing use of the check pattern on products. Maintaining the brand's image while expanding is key to future growth.

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    Brandon_Burberry Case Discussion

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    Burberry is a luxury brand known for its check pattern trademark. Maintaining prestige while growing is a challenge. New directions discussed include entering new product categories, managing popularity among non-target customers, and sustaining positioning between fashion and lifestyle brands. Recommendations focus on product extensions in womenswear and accessories, promoting awareness of Burberry qualities globally, and balancing use of the check pattern on products. Maintaining the brand's image while expanding is key to future growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    536 views11 pages

    Brandon - Burberry Case Discussion

    Uploaded by

    Rashmi Yadav
    Burberry is a luxury brand known for its check pattern trademark. Maintaining prestige while growing is a challenge. New directions discussed include entering new product categories, managing popularity among non-target customers, and sustaining positioning between fashion and lifestyle brands. Recommendations focus on product extensions in womenswear and accessories, promoting awareness of Burberry qualities globally, and balancing use of the check pattern on products. Maintaining the brand's image while expanding is key to future growth.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    Burberry

    Case Discussion: April 15th

    Target Solutions Marketing Group

    Taiya Brandon
    Kelvin Brown
    Shawn Correia
    Dale Hall
    John Kimwele
    Market Position
    “Give me my Burberry!”
    • Brand a symbol of both luxury and
    durability
    • Check pattern of camel, black, red, and
    white plaid design – a registered
    trademark
    • Company image transformed from a tired
    outerwear manufacturer into a luxury
    lifestyle brand
    • Brand repositioned to a niche between
    cutting-edge fashion and classic fashion,
    excelling in clothing lines and accessories
    Issue and Challenge

    • Maintain the current Burberry prestige and


    customer base

    • How to continue to grow the brand


    without risking customer burnout?
    • Introduction of new products
    • Role of the Check
    New Direction
    1. Which new product categories should Burberry
    enter?
    • Product extensions considered a key part of the
    company’s growth plan

    2. Popularity of the brand among the non-target


    customers (urban youth and hip-hop musicians).
    Would this affiliation alienate Burberry’s core
    customers?

    3. Sustainability of brand positioning between


    fashion brands and lifestyle brands
    • Competition with both kinds of brands as well as
    competitors
    New Direction continued…
    4. The Role of the Check should the trademark
    pattern be as prolific and visible on new products?
    Burberry Apparel Sales

    Overt usage of the Check


    10%

    Check featured in seasonal color


    variations
    10%

    No Check featured at all


    40%

    Check used subtly (e.g. in the linining)


    40%
    Recommendations – Future Growth
    • Using the AIDA Model, comprise the most
    effective promotional strategy for market position

    Burberry Sales (2000-2003)

    Europe North America Asia Pacific Other

    70

    60

    50
    Percentage of Sales (%)

    40

    30

    20

    10

    0
    1999.5 2000 2000.5 2001 2001.5 2002 2002.5 2003 2003.5
    Recommendations – Future Growth
    • The promotional strategy in Europe would have
    objectives of reminding the target audience of the
    qualities of the Burberry brand

    • As growth has been slow in the Asian market, a


    promotional strategy persuading the target
    audience to the prestige of the Burberry brand

    • North American sales have declined over the past


    three years. A combination strategy -- persuasion
    and reminding the target audience of the Burberry
    brand
    Recommendations – Future Growth
    • Introduction of new products or product extension?
    • Focus on product extension in the categories of Womenswear
    and Accessories; transition out of the “Other” category to align
    resources with potential growth categories
    Burberry Sales by Category

    2000 2001 2002 2003

    35

    30

    25
    Percentage of Sales (%)

    20

    15

    10

    0
    Womenswear Menswear Accessories Other License
    Recommendations – Future Growth
    • Continue to promote the brand and keep
    customers aware of Burberry. The popularity of
    the brand in the non-target customer segment can
    help grow the brand in both Asian and North
    American sectors

    • Sustainability of the brand positioning – on


    product line extensions, branch out further in to
    the cutting edge fashion and classic fashion. The
    purchase price in comparison to others in the same
    market will grow sales. Important to get the
    customers’ attention and interest.
    Recommendations – Future Growth
    • Role of the Check
    Current product mix has 40% without the check
    and 40% with the check used subtly

    Continue new product line expansions by


    maintaining this “check” mix on apparel items; on
    accessories, look to expand the “no check” to
    further establish the brand position of Burberry and
    promote the prestige and quality of the products
    Acknowledgment

    • The Burberry check pattern is a registered


    trademark

    • Product images used in this presentation are the


    sole property of Burberry

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