Old Burberry's Advertising Campaign
Burberry’s waterproof trench coat was born when designed for the First World War to protect the officers from all weather conditions.
Old Burberry advertisements looked similar to this black and white filled with text.
Geographic: In 1914-1918 this advertisement was released and was targeted to the officers who were going off to the war. The trench coat was readily available in 2 to 4 days for purchase on Haymarket street in London and also in Paris, France.
Demographic: The officers fighting in the First World War were the demographic for this advertisement. The men were between the ages of 18 to 34.
Benefits: A man wearing the Burberry trench coat is recognized as being an officer for the war. By others he is perceived as brave, courageous,
and strong protecting his country and people. He is seen as elite because the brand is only affordable for a niche market. The man wearing the trench coat knows he is respected by his community for fighting for his country. He also knows that while wearing the coat he is protected and ready for any condition thrown at him.
I.
Yes the segmentation for Burberry has changed. During the First World War Burberry was micromarketing developing the trench coat for the officers to fit their needs. Their fabric was lightweight and protective making it suitable for all conditions. It then changed to a concentrated strategy having a niche market. Along with the brand recognition growing was also the price tag attached to their products. Only the wealthy are now able to purchase Burberry products.
II.
Yes, the segment for Burberry has changed. It originated in the UK and in the 20th century Burberry developed the trench coat for the army. The trench coat was worn by officers who was men in the age range of 18-34. They were loyal to Burberry and had the brand supply apparel during the Second World War.
It has since then emerged to a high-class luxury designer brand. Burberry can be found in three regions around the world. Their target consumers are wealthy men and women in the millennial era. They are loyal to Burberry because of it being a niche market and being able to be part of an elite status.
Old Burberry advertisements looked similar to this black and white filled with text.
Geographic: In 1914-1918 this advertisement was released and was targeted to the officers who were going off to the war. The trench coat was readily available in 2 to 4 days for purchase on Haymarket street in London and also in Paris, France.
Demographic: The officers fighting in the First World War were the demographic for this advertisement. The men were between the ages of 18 to 34.
Benefits: A man wearing the Burberry trench coat is recognized as being an officer for the war. By others he is perceived as brave, courageous,
and strong protecting his country and people. He is seen as elite because the brand is only affordable for a niche market. The man wearing the trench coat knows he is respected by his community for fighting for his country. He also knows that while wearing the coat he is protected and ready for any condition thrown at him.
I.
Yes the segmentation for Burberry has changed. During the First World War Burberry was micromarketing developing the trench coat for the officers to fit their needs. Their fabric was lightweight and protective making it suitable for all conditions. It then changed to a concentrated strategy having a niche market. Along with the brand recognition growing was also the price tag attached to their products. Only the wealthy are now able to purchase Burberry products.
II.
Yes, the segment for Burberry has changed. It originated in the UK and in the 20th century Burberry developed the trench coat for the army. The trench coat was worn by officers who was men in the age range of 18-34. They were loyal to Burberry and had the brand supply apparel during the Second World War.
It has since then emerged to a high-class luxury designer brand. Burberry can be found in three regions around the world. Their target consumers are wealthy men and women in the millennial era. They are loyal to Burberry because of it being a niche market and being able to be part of an elite status.