BURBERRY FASHION HOUSE [pic] EXECUTIVE SUMMARY: This report is on Burberry fashion house which is a leading fashion house in UK. The project discusses the formulation of strategies for the working of the organization. The formulation includes the company’s mission‚ vision‚ the environmental and organizational auditing. The strategic planning is being discussed in detail which consists of the competition‚ planning systems‚ strategic planning issues and the techniques. The selection
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3.2.1 Brand Equity Earning the royal seal of approval and outfitting the Royal Army placed Burberry on the map as “the original British luxury brand” but somewhere along the line‚ it became the raincoat brand known more for outfitting stuffy elder statesmen than the cloth of choice for the glamorous rich and famous. Burberry revamped its brand image‚ hiring new designers who took the signature plaid from raincoats to bikinis. Recent ads featuring British fashion icons like Kate Moss and Stella Tennant
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business executives. March 2014 Harvard Business Review 43 HOW I Di D IT A FOCUS ON LUXURY üijfsi m M iiina Raises its stake in Gucci Group to 67.6% Pinault has streamlined the conglomerate he took over in 2003 to concentrate on luxury and sport brands. 2003 Acquires 42% of Gucci Group Acquires Bouciieron Acquires Alexander McQueen Raises its stake in Gucci Group to 53.2% Acquires Yves Saint Laurent Acquires Bottega Véneta Acquires 70% of Sergio Rossi Launches Stella McCartney in a joint
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without respect to the brand image and because of that Burberry started to lose its important image. Opportunities There was a niche for Burberry between labels‚ for example‚ Polo Ralph Lauren and Giorgio Armani in apparel‚ and between Coach and Gucci in accessories. Burberry now has three primary collections: womenswear‚ menswear‚ and accessories. Womenswear line focused on the autumn/winter season and over the years expanded to spring/summer seasons as well. Threats In 2001 LVMH was 14.1%
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Executive Summary Oroton is an Australian owned company making luxury goods‚ from bags to clothing. This study first goes through a resource and capabilities analysis for the Oroton Company. We follow this with an external environment analysis and fashion industry analysis in Oroton’s host market‚ namely‚ China. In addition‚ this study is an analysis on their plan to enter the China luxury goods industry‚ through setup of a Wholly Owned Subsidiary with a view to using a “Focus” and “Differentiation”
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Luxury industry in France Luxury is artificial definition and cannot be easily transferred into real life. It is a notion of anything that is useless and superfluous in real life. However‚ it can be often associated with beauty (art‚ entertainment‚ design‚ décor or trend) and remains one of the driving forces behind society’s spending. It is true that luxury speaks and renown’s itself by big spending and indeed‚ outlandish expenditure is often associated with it. The world luxury market is worth
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Unit 4 External & Global Environment of Louis Vuitton in Japan Case Study Analysis Kaplan University School of Business MT460 Management Policy and Strategy Author: Professor: Ernest Norris Date: June 9‚ 2014 External & Global Environment of Louis Vuitton in Japan Introduction This case study is on the external and global environment of Louis Vuitton (LV) in Japan. For many years‚ Japan has been Louis Vuitton’s most profitable market but the economic crisis has
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valuable brands in the world with a vast product range‚ and an impressive portfolio of worldwide stores. In 2012 it ranked 51st in the FTSE 100 and had a market capitalisation of over 6.5 billion. Burberry’s main competitors are Armani‚ Coach‚ Polo and Gucci‚ their positioning is unique as it targets many different segments of the population such as twenty year old young professionals and 65 year old trench coat buyers with their vast and diverse product range including clothing and accessories and as
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differentiated (Kering Group Annual Report‚ 2012). Strength Support from Kering Group BV belongs to Kering Group‚ which is quite professional in running luxury brands. It has successfully been running some famous luxury brands in Britain‚ including Gucci‚ Alexander McQueen‚ Saint Laurent and so on (Kering Group Annual Report‚ 2012). With the sophisticated direction and sufficient financial support provided by Kering Group‚ BV has performed quite well in British market. Consistence of extremely high
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Over years‚ India’s tryst with luxury brands has changed gears. With high disposable incomes and a penchant for all things luxury amongst affluent Indians on the rise‚ the country is emerging as the next stopover for global luxury brands such as Gucci‚ Christian Dior and Versace. However‚ we must realize that Luxury marketing is a whole new ball-game altogether‚ both from the perspective of the marketer as well as the luxury consumer. It therefore becomes important to view it both in relation
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