In terms of distribution, by 2002 Bravo and her team had managed to create world-wide distribution of the Burberry products. Tutor: Benita Bell. This allows for more high-end goods and goods that would be feasible for purchase by the general population. Since 2006, the company has shifted its mindset to incorporate social media, AI, big data and more into its strategy. Burberry is well known for its unique British heritage, positioning into luxury arena, integrity of the outerwear depending on the principles of quality, function and modern classic style. Lastly, Bravo’s team challenged themselves in finally devising a plan to promote the Burberry image and successfully managed to convey the Burberry Brand to the customers by devising advertising campaigns that portrayed the true Burberry Brand Image. Armani falls short with a smaller percentage (3.5%) of the market. Continuity products have life cycles that are expected to last for a number of years. It had 3162 wholesale stores, 434 department stores, and 2728 specialty stores. We're here to answer any questions you have about our services. Any opinions, findings, conclusions or recommendations expressed in this material are those of the authors and do not necessarily reflect the views of UKEssays.com. However, reinvention of the brand took place when Rose Marie Bravo came on board as the chief executive, with the basic motive to transform Burberry from a tired outwear manufacturer into a luxury lifestyle brand that was inspirational, stylish and innovative. Burberry is in the current position where they could reinvent themselves into a super luxury brand (like Dior and Gucci who have higher profit margins (Wood, Z. From simple essay plans, through to full dissertations, you can guarantee we have a service perfectly matched to your needs. The product was positioned as an “affordable luxury” brand catering customers of all age groups and from different fronts of life. Copyright © 2003 - 2021 - UKEssays is a trading name of All Answers Ltd, a company registered in England and Wales. Rose … Burberry’s Prorsum product line was introduced to secure their positioning in the niche and luxury market. Therefore, the market positioning for Burberry varies. 2) Brand momentum: It ensures the purity, strength and positioning of Burberry brand which has remained a priority for many. Disclaimer: This is an example of a student written essay.Click here for sample essays written by our professional writers. The company designs, manufactures and sells products under the Burberry brand. Burberry’s market share in 2001 as rated against the top 100 luxury goods players was 5.2%, putting them in 4th place overall. In 1904 Thomas register the logo brand with a horse, even though the logo did not appear in the clothes till 1920. Gucci however, captured 12% accessory market share and is the highest priced brand for accessories. Tutor: Benita Bell. We're here to answer any questions you have about our services. Free resources to assist you with your university studies! In the US, for instance, the general sentiment is that Burberry is an “affordable luxury” brand, more closely aligned to Coach than Dior, and therefore overly priced in the eyes of consumers. Registered Data Controller No: Z1821391. 3) Beauty: Burberry, on October 2012, had announced the conversion to a directly operating structure from a licensed fragrance and make-up business. It was a medley of both. All work is written to order. Burberry also has three primary collections: women’s wear, menswear, and accessories. Polo Ralph Lauren has positioned itself as a lifestyle and apparel brand. Company Registration No: 4964706. This idea supports Bravo’s goal to attain new customers along with retaining old customers For example, Burberry London was offered as a lower-priced label designed to “appeal to a younger, more fashion-conscious customer.” Blue and Black is sold in Japan, for younger individuals, and is a foreign product that diversifies the product risk. Do you have a 2:1 degree or higher? Ans: Burberry’s target customer is someone who wants luxury while being functional. The brand has dressed notable celebrities from diverse fields.The bra… Recruiting people, who were experienced and skilled in the field, thereby made a A-list industry talent team. Burberry has positioned its brand in the minds of consumers to be “functional luxury.” Burberry maintains a product line with great width and depth consisting of many products. Brand tier strategy – London, Prorsum, Thomas – Black.Blue. Burberry maintains product lines with the wide range and the depth of products. 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