Target Market
Burberry
Target Market
Wealthy business owners, CEOs and COOs and their spouses
Worldly citizens
Label and fashion conscious shoppers
Celebrities
Consumers seeking quality merchandise
Younger professional 18-30
SHANGHAI TANG
Current Market Segment
Upper middle class
Professional, Managers, Executives, Businessmen (PMEBs)
Age:25-39 especially high-income chinese women between 30-35
Now attract Westerners who are interested in Chinese tradition
PMEBs Lifestyle
Spendthrifts, willing to spend up to 90% of their disposable income
Hectic, mobile and extremely fast paced lifestyle
E-commerce: They enjoy online shopping due to convenience
Esteem seekers
Wealthy Achievers
PMEBs Personality Characteristic
Highly educated and fashionable
Place importance on product packaging
Family values are important to them
Materialistic
Enjoy spending what they earn
Conscious of how society views them
Extremely concerned with their status in society
Self Esteem holds a very high position in their value system
Burberry 4p
Product
Womenswear, menswear, Non apparel, childrenswear
Place
Short channel structure with full management
Digital- Burberry.com & various social media channels
New store openings in new & emerging markets
Flagship stores & Concessions
Price
Physiological- Prestige pricing
Limited discounting
Exclusive- high GP
Promotion
Digital- Burberry.com& various social media
Competitve advertising
Advertising media- TV,Magazines
Join promotions- Harrods
Sponsorships- HOYS etc
Shanghai tang
Fashionable women in modern day China rarely wear qipaos (also knon as cheongsams), a traditional Chinese dress reminiscent of a bygone area. Shanghai tang’s mission is to rejuvenate Chinese fashion of the 1920s, among them the qipaos.
Western Marketing Tactics
The original idea was to sell Chinese products for export. When purchased by Richemont, the marketing stratey has become very westernized.
Place
Flagship stores in HONGKONG
Store around the world: Asia, Amercia, Europe,
Target Market
Wealthy business owners, CEOs and COOs and their spouses
Worldly citizens
Label and fashion conscious shoppers
Celebrities
Consumers seeking quality merchandise
Younger professional 18-30
SHANGHAI TANG
Current Market Segment
Upper middle class
Professional, Managers, Executives, Businessmen (PMEBs)
Age:25-39 especially high-income chinese women between 30-35
Now attract Westerners who are interested in Chinese tradition
PMEBs Lifestyle
Spendthrifts, willing to spend up to 90% of their disposable income
Hectic, mobile and extremely fast paced lifestyle
E-commerce: They enjoy online shopping due to convenience
Esteem seekers
Wealthy Achievers
PMEBs Personality Characteristic
Highly educated and fashionable
Place importance on product packaging
Family values are important to them
Materialistic
Enjoy spending what they earn
Conscious of how society views them
Extremely concerned with their status in society
Self Esteem holds a very high position in their value system
Burberry 4p
Product
Womenswear, menswear, Non apparel, childrenswear
Place
Short channel structure with full management
Digital- Burberry.com & various social media channels
New store openings in new & emerging markets
Flagship stores & Concessions
Price
Physiological- Prestige pricing
Limited discounting
Exclusive- high GP
Promotion
Digital- Burberry.com& various social media
Competitve advertising
Advertising media- TV,Magazines
Join promotions- Harrods
Sponsorships- HOYS etc
Shanghai tang
Fashionable women in modern day China rarely wear qipaos (also knon as cheongsams), a traditional Chinese dress reminiscent of a bygone area. Shanghai tang’s mission is to rejuvenate Chinese fashion of the 1920s, among them the qipaos.
Western Marketing Tactics
The original idea was to sell Chinese products for export. When purchased by Richemont, the marketing stratey has become very westernized.
Place
Flagship stores in HONGKONG
Store around the world: Asia, Amercia, Europe,