Burberry Case
Marketing strategy
Case 3 – Burberry: reinventing the brand
[pic]
M2 AEI, CAI. Année 2010-2011
Le groupe est composé de :
Sandrine MONTEIRO 20704637
Hang TRAN THI THU 20411867
Tony TRAN 20809641
Saysavath VANISOUVONG 20808838
How were the clothes bearing the Burberry name augmented to create a brand before the 1980s?
Mix marketing (before 1980s)
Product:
• In 1856, Thomas Burberry proposed gentlemen’s outfitters (men’s clothes) with high quality clothes.
• After that he thought that it is better to sell ready-to-wear clothes. The collections were small but the sells want up.
• During the WW1, Burberry sold trenchcoats to the British army; then to customers.
• In 1920, the brand introduced the check which became very famous.
Price:
• At the beginning Burberry aimed only at upper-class but after it wanted to attract upper-class and middle-class.
Place:
• Burberry aimed at the domestic market before 1980.
• Thomas Burberry set up his own gentlemen’s outfitters in 1856 (a small shop).
• Then, he developed his company and supplied trenchcoats to the British army.
• In 1955, the Great Universal Stores bought Burberry and allowed the brand to expend its market proposing the products in more shops.
Promotion:
• The reputation of the brand grew because it proved its contribution to the national cause. Indeed, the fact that the British army won the war increased the good image of the brand.
• Burberry brand was worn by different actresses in some movies who became very famous. Fashion people started to buy the same clothes.
What problems might arise in trying to build Burberry into a global brand? What are the dangers inherent in Burberry’s strategy since 1997? What are the challenges in marketing luxury brands?
According to industry observers, luxury brands tend fare better than mass market brands during times of economic hardship. It is agreed, that in general luxury products are based on basic
Case 3 – Burberry: reinventing the brand
[pic]
M2 AEI, CAI. Année 2010-2011
Le groupe est composé de :
Sandrine MONTEIRO 20704637
Hang TRAN THI THU 20411867
Tony TRAN 20809641
Saysavath VANISOUVONG 20808838
How were the clothes bearing the Burberry name augmented to create a brand before the 1980s?
Mix marketing (before 1980s)
Product:
• In 1856, Thomas Burberry proposed gentlemen’s outfitters (men’s clothes) with high quality clothes.
• After that he thought that it is better to sell ready-to-wear clothes. The collections were small but the sells want up.
• During the WW1, Burberry sold trenchcoats to the British army; then to customers.
• In 1920, the brand introduced the check which became very famous.
Price:
• At the beginning Burberry aimed only at upper-class but after it wanted to attract upper-class and middle-class.
Place:
• Burberry aimed at the domestic market before 1980.
• Thomas Burberry set up his own gentlemen’s outfitters in 1856 (a small shop).
• Then, he developed his company and supplied trenchcoats to the British army.
• In 1955, the Great Universal Stores bought Burberry and allowed the brand to expend its market proposing the products in more shops.
Promotion:
• The reputation of the brand grew because it proved its contribution to the national cause. Indeed, the fact that the British army won the war increased the good image of the brand.
• Burberry brand was worn by different actresses in some movies who became very famous. Fashion people started to buy the same clothes.
What problems might arise in trying to build Burberry into a global brand? What are the dangers inherent in Burberry’s strategy since 1997? What are the challenges in marketing luxury brands?
According to industry observers, luxury brands tend fare better than mass market brands during times of economic hardship. It is agreed, that in general luxury products are based on basic