Burberry Analysis

Brand Introduction

Burberry was a heritage brand of Great Britain which is founded in 1856 by Thomas Burberry with 156 years of history; it’s a famous British brand with a strong culture of England, it has a long time become synonymous of luxury, quality, innovation; conservative and timeless classics. It emphasizes traditional noble design of United Kingdom and has win millions of hearts. The most famous product of this brand is its coat. It could be their brand identity which has huge influence all over the world .In 1901, BURBERRY designed the first coat, in the First World War; their coat is designated for United Kingdom army advanced military uniform. In 2002, Burberry became a public company led by Angela Ahrendts. The company operates 260 retail stores and in high-end luxury department stores worldwide. The brand has two headquarters locations in London and New York City. Burberry has 9 lines of products which are Women’s; Women’s Accessories Series; Men’s; Children’s; Handbags & Shoes; Beauty Makeup; Sweet Atmosphere; Household products and Gift. Nowadays, under the leadership of their chief creative officer Kelisituofu, Beili (2001 to present), the brand continued to advance with times, take the brand tradition value with contemporary and respecting the true self expression.

Marketing Mix

Promotion

In 2010 and 2011, Burberry was again included in Top 100 global brands, it was awarded the 2010 British Graduate 100 Award for “Where Fashion Graduates Want to Work” and was recognized as the 13th most innovative company in the world by fast company magazine, as well as receiving the Inaugural Innovation Award at the 2010 British Fashion Awards. All these good results Burberry has achieved in recent two years, I believe it must associate with its brand promotion work. As I searched , Burberry has built its leadership position amongst luxury brands on Face book; ending the year with approaching five million fans, as well as 200,000 followers on Twitter and over four million Channel views on YouTube. A key process is that in late 2010 it was launch of the brand on Chinese social media sites like: Sina Weibo; Kaixin; Douban; and YouKu to communicate this brand to Chinese audience. These pre-promotion works could make the progress of moving huge business in China in a positive and fast way.

Products

Before 2011, Burberry does not have a fully in-house global menswear collection. In 2011, they have created their first pure collection drove outperformance in menswear during the year, with the reported growth of

31%. In the further Burberry plans to have its children swear line especially for China market. In China a normal family which contains 6 adults with one child only (2 parents 4 grandparents).

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