HISTORY

 Founded in 1856 by Thomas Burberry, he began his

distinguished retail career when he was only 21. After
expanding the business and taking on his two sons, he built his
own mills to produce his specialized piece goods and clothing.

 After developing a sturdy, waterproof fabric called gabardine in

1879, he created the first Burberry raincoat at the turn of the
century.

 It became regulation style in 1914, during the First World War,

due to its functional D-ringsand straps, and was therefore named
The Trench Coat. The famous Burberry signature check pattern,
done in camel, black, and red, was first introduced in 1924 as a
lining for rainwear. 2
 BURBERRY’S BRAND
 From a simple raincoat to a global brand

 Burberry has become one of the world's most successful

luxury brands today for men, women, and children,encompassing
not only outerwear, but clothing, fragrances, accessories and
items for the home.

Today Burberry has become an icon. It is a brand with a

distinctive British sensibility, strong international recognition and
differentiating brand values that resonate across a multi
generational and dual-gender audience.
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Problem Statement:

 Burberry has become increasingly popular over the past few

years. Is this position in the marketplace that Burberry has
won sustainable?

 How can they sustain this competitive market position

overtime? The main question Bravo asks is: How do we
continue to grow the brand without risking customer burnout?

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Constraints :

 The marketplace and current trends are constantly changing.

 Everyone is a competitor, even Target.
 High income people shop everywhere, and lower income
people are starting to shop for more affluent brand names.
 The popularity of Burberry must be managed in a way that
lays the foundation for long-term growth.
 Burberry’s brand is wedged between lifestyle (Ralph Lauren)
and fashion (Gucci).
 The brand’s sales rely heavily on the Burberry check-they
must find a way to manage the meaning behind the check in a
strategic way. Creating a consistent brand image.
 Emerging customer bases-worries about alienating current
customers.
.
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Decision Options:

 Reposition the brand. The goal of this decision is to attract younger

customers, while still appealing to the current customer base.
 Updating the product line and develop a consistent look throughout
products. Also, weed out out-of-date parts of the line and replace
them with new products.
 Create a line that is responsive to trend changes, and release them
on collection-by- collection basis.
 Get rid of licensed products so they could control all aspects of the
product lines and curb inconsistencies in price, design and quality
throughout markets.
 Expand brand portfolio with a high fashion line and other product
categories.

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Recommended Rationale
 Develop a product line that is responsive to trends, and to start
targeting the Burberry brand to a younger audience.

 Lots of brands have many realms of customers, from young to

old; you just need to give them what they want.

 Keeping up with trends and appealing to people of all ages may

be the best way to saturate your brand.

 There is room in this industry not only to stretch your product

line but to develop many separate lines within a brand, like the
Prorsum line of high fashion options.

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Recommended Rationale

 If Burberry develops a way to appeal to a broad customer base, they

will be successful. Also recommend ridding the brand of some
licensed products and opening new stores themselves.

 Burberry can be found in department stores and some other boutiques,

but their big flagship stores are where they can offer the largest
product line.

 Burberry stores in more places, since the brand is now bought by a

broader customer base than in the past. This may be appealing to
some people, who would like more options when shopping the
Burberry line.

 Today’s marketplace is fueled on new and changing options, finding

the next big trend.

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Recommended Rationale
 Brand loyalty is harder to achieve and harder to keep than in the
1920’s because there are so many options and anything can appear
to be better than the next.

 Burberry needs to keep their brand at the top of mind with their
past, current and future consumers. The only way to do this
successfully is by changing the product lines and options for the
consumer world.

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Thank You