BURBERRY

INTRODUCTION

- Global luxury brand with a British heritage

- Focused on outdoor wear
- Designs, sources and markets apparel and
accessories.
- Diversified network of retail, digital,
commerce, wholesale and licensing
channels worldwide.
- Business managed by channel, region and
product, supported by corporate functions.
 HISTORY AND TIMELINE

1856 Founded by Thomas Burberry

Burberry had established Itself by focusing on the

1873 development of outdoor attire

1879 Burberry invented garbadine

1912 First store at Basingstoke , Hampshire, England

1915 Trench coats were born during the 1st World War

1924 Burberry’s check trademark was introduced as lining

1955 HM Queen Elizabeth 2 grants Royal Warrant

1981 The Equestrian Knight logo was developed

containing the Latin word “Prorsum”.

Burberry was the original name until It

1999 became “Burberry’s”

2005 Since, trench coats for men and women have been available worldwide
in new colours.
DEMOGRAPHICS

- Headquarter – London, England

- Major market
CLIENTS
- Men
- Women
- Children (0-36 month’s baby & 4-14 yrs)
- Upper social class (20-2 2yrs)
STORES
- Total no. of stores - 240 stores
- In India – 6 places ( New Delhi, Bengaluru,
Hyderabad, Mumbai, Chennai)
MANAGEMENT
- CEO – Marco Gobbetti
- Creative Director – Riccardo Tisci
- Board members - 11
FASHION LINES

- Burberry Prorsum
- Burberry Brit
- Burberry London
 USP
BRAND IMAGE
British heritage
British sensibility
Burberry Nova Plaid
PATENTS ASSIGNED TO
BURBERRY

GARMENT COMPRISING MULTIPLE LAYERS

Inventors : Christopher paul bailey woods, Wally faulds
A garment comprising an outer layer on the exterior of a front part of the
garment, a lining on the interior of the garment and an internal structure
located between the outer layer and the lining.

GARMENT FASTENING
Inventor : john k. Waldron
A garment fastening arrangement comprising a plurality of lengthwise
adjustable waistbands, belts, straps, cords or ties
BURBERRY
PRODUCTS
- Menswear, Womenswear,
Kidswear
- Iconic trench coats
- Bags , scarves, shoes and
accessories.
BURBERRY PRICING
STRATEGIES

- Price similar to its competitor

- Competition pricing fives psychological effect on
Burberry’s customers
- Pricing suggests quality and desirability
- Expensiveness gives high-end feel of buying
COLLABORATIONS
Burberry recently collaborated
with Vivienne Westwood
BURBERRY CAPSULE
COLLECTION

- Burberry will drop multiple capsules

moving forward
- The B series is their latest capsule
collection by Riccardo Tisci
COMPETITORS
- Burberry’s as a brand focuses on ‘Functional
Luxury’
- Burberry’s products include ‘continuity products’
and ‘fashion products’
- Burberry’s main competitors include Coach,
Armani, Gucci, Polo, Prada, LMVH, Kerring etc
- Coach and Gucci are focused on accessories
- Polo Ralph Lauren and Armani are focused on
apparels
- This competitive position for Burberry is
sustainable over the long term
- Burberry created multiple to attract certain kind of
customers
- Burberry has ranked 12th as a luxury brand in 2019
CONTROVERSIES
- Burberry burnt stocks worth 28m pounds in 2018
- Burberry’s has a distinct British appeal although the
production is done in other countries
- Unemployment caused due to
closing of several factories
worldwide
BURBERRY AS
A BRAND TODAY
- Burberry has become more
consistent and is focused on its
historical core
- The brand gives more importance to
their investment products
- Production of wide range of products
- Burberry has banned fur from its
collection
- Burberry’s revenue was 2.7m pound
in 2018
- The brand will reinvent itself as super
luxury brand in upcoming years
CASE STUDY
PROBLEMS
- Growth Rate only 2%
- Lost focus during global expansion
- Ubiquitous - not much of exclusive
compelling
- Ignored the strongest assets.
- Weren’t capitalizing its heritage core.
- No particular target market.
- Poor Organization- No focus on
big picture.
- No consistency.
- Less equipped staff.
 BRANDING
- Consistency- Branding
- One global design director – brand
czar
- Centralizing the designs.
- Focusing on the big picture – The
brand
- Brand czar, head of corporate
resources and planning and a chief
supply chain officer.
STICKING TO CORE
- Emphasizing and growing core luxury products
- Reinforcing the Britishness.
- Innovating it, capitalizing on it.
- Focusing on heritage.
- Closing of Wales and new jersey factory – polo
shirts.

- Investing in Yorkshire factory – rainwear.

TARGET MARKET
- Shift from everyone to luxury customers of
future - millennial.
- Signaling right customers
- Opening of new stores. Where competitors
already had a presence

STAFF
- Establishing of strong sales and service
programs- product education
- Equipped stores with audio visual
technology and sales associates with ipads.
MARKETING
- Revamping the marketing approach
- Making it digital
- Consolidating regional websites- one platform.
- Emotive brand content- music, film, heritage etc.
RESULT
- 60% of the business is apparel- more than half is
outerwear.
- Revenues and operating income has doubled, 3 billion
and 600 million respectively.
- Aspirational customers – more cautious.
- Brand started resonating with core luxury audience.
- 2011- fourth fastest growing brand by Interbrand and
WPP.
 CONCLUSION
Even an existing luxury brand with strong heritage, USP, quality
products, and right price needs to keep innovating and updating
itself while staying true to its roots to keep the legacy going
otherwise the brand will just fade away cause in fashion one
day you are in and the other day you are out.
COMPILED BY
Ankita
Ashish Panchal
Arunima Sharma
Kilangmeren Aler
Shivani Kumari
Tarjini Gogia