Burberry
Burberry case
http://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/ TARGET
Who is Burberry’s target customer?
Burberry’s target customer is someone who wants luxury while being functional. The brand’s point of difference with other luxury brands is that they could be luxury, aspirational, and functional. Burberry decided they were going to reach these customers from Bravo identifying their niche betweens labels of Polo Ralph Lauren and Giorgio Armani on the apparel side, and between Coach and Gucci on the accessories end. The Burberry team priced the products between these price points to reach consumers. Burberry wanted to create the image of accessible luxury.
Burberry wanted to target younger consumers to create a following and a loyal base. They want to reach these customers so they continue to broaden their brand, while being profitable. For instance, they used the example of wanting their men’s products to appeal to a 25 year-old male going on his first interview and wanting to something hot while still appealing to a 60 year-old banker that wants quality and a modern, classic appearance. This can be defined as cross generational. Burberry wants their apparel and accessories to reach the different generations but keeping the image of style, protection, and functionality. They are hoping the desired young market loves their “realness and authenticity.”
How could Burberry’s popularity among non-target customers affect the brand? How should Burberry’s respond to this popularity?
Burberry being popular among non-target customers can affect the brand positively and negatively. Burberry is starting to find out that their brand is becoming very popular in the hip-hop and urban youth community. These consumer markets are not what Thomas Burberry exactly had in mind when he created the company, but nonetheless it shows Burberry is crossing into new markets.
Becoming popular with non-target customers is a positive. It shows Burberry
http://laurenmjacobson.wordpress.com/case-studies/burberry-case-study/ TARGET
Who is Burberry’s target customer?
Burberry’s target customer is someone who wants luxury while being functional. The brand’s point of difference with other luxury brands is that they could be luxury, aspirational, and functional. Burberry decided they were going to reach these customers from Bravo identifying their niche betweens labels of Polo Ralph Lauren and Giorgio Armani on the apparel side, and between Coach and Gucci on the accessories end. The Burberry team priced the products between these price points to reach consumers. Burberry wanted to create the image of accessible luxury.
Burberry wanted to target younger consumers to create a following and a loyal base. They want to reach these customers so they continue to broaden their brand, while being profitable. For instance, they used the example of wanting their men’s products to appeal to a 25 year-old male going on his first interview and wanting to something hot while still appealing to a 60 year-old banker that wants quality and a modern, classic appearance. This can be defined as cross generational. Burberry wants their apparel and accessories to reach the different generations but keeping the image of style, protection, and functionality. They are hoping the desired young market loves their “realness and authenticity.”
How could Burberry’s popularity among non-target customers affect the brand? How should Burberry’s respond to this popularity?
Burberry being popular among non-target customers can affect the brand positively and negatively. Burberry is starting to find out that their brand is becoming very popular in the hip-hop and urban youth community. These consumer markets are not what Thomas Burberry exactly had in mind when he created the company, but nonetheless it shows Burberry is crossing into new markets.
Becoming popular with non-target customers is a positive. It shows Burberry