Burberry is a British luxury brand founded in 1856 that is known for its trench coats and distinctive check pattern. It opened its first store in London and later expanded internationally, establishing stores in key global markets. Burberry strengthened its brand through consistent marketing and advertising campaigns. It offers a range of luxury products from apparel to accessories targeted at different consumer segments. To grow globally, Burberry has standardized some elements of its business while also tailoring products and marketing to local markets. Through maintaining its heritage and expanding its product lines, Burberry has become a highly successful global luxury brand.
2. The History of Burberry
1856-
• The brand is founded by 21-year-old dressmaker
Thomas Burberry.
• The first Burberry store opens on Winchester Street in
Basingstoke.
1891-
• The company moves into its first London store, 30
Haymarket.
1909-
• Opening of the Burberry store in Paris at 8 Boulevard
Malesherbes.
1924-
• The red, black, and white check pattern was created,
and in 1967 it was used in all merchandise.
1955-
• Great Universal Stores Plc. Bought Burberry and
licensed the brand in Japan.
3. History Continued
1997-
● New CEO- Rose Marie Bravo
2000- the Burberry worldwide flagship opened on New Bond Street
in London's West End
2009-
● The new Burberry global headquarters opens at Horseferry House
in London.
● The American Burberry headquarters opens at 444 Madison
Avenue in New York City.
4. Entry into the industry
● Luxury, high fashion, retail industry
● Burberry began years ago by providing explorers,
athletes, and soldiers with clothing and uniforms.
● Burberry became well known and kept its publicity up
by advertising and campaigning.
5. Product pyramid
Burberry’s products are separated into categories, each category
has a different target market and the amount of revenue they bring
differ.
6. Business
Strategy
● Design, marketing,
and retail-led
strategies
● Digital focus and
integration
● Channel Diversity
● Multi-category
competency
● Global Reach and
Balance across
regions and markets
7. Entry into Global Markets
● Burberry London - International Line which is the main collection.
● Its positioning is high end
● Turnaround to the Burberry brand
● Strong womenswear and accessories segments
● Main markets: Europe and US
● Products are mainly sources in Europe and UK
● Thomas Burberry Spain & Portugal
8. Other Global Markets
● Burberry London- Japan Line
● Sold in Japan, but made locally
● High quality apparel
● Lower positioning and price than international line
● Blue and Black Labels
10. Problems
● Big problem was counterfeiting- credibility?
● Brand positioning
● sustainability
11. Strategies used to overcome
● In global market burberry, is very big player in the market.
● There is very tough competition in market.
● To face competition and making our space in the market, we
should follow standardization product in market strategy.
● In this strategy, we should follow a standard approach to
marketing, branding, and product development on a global level.
● Standardization occurs in factories, product research and
development and global marketplace.
12. Burberry’s Success
● Burberry is famous fashion house highlighting the British
lineage and heritage.
● The company deals with fashionable and luxurious items like
accessories, clothing, sunglasses, fragrances, and cosmetics.
● Product Mix:Burberry specializes in fashionable clothes includes
shirts, pants, trench coats, that is appreciated worldwide
because of it distinctive design and exquisite material.
● Place Mix: Burberry stores are located in at least 500 locations
spread around the world in fifty countries.
● Price Mix: The fashionable clothes is very expensive for their
customers. The cater to upper class for their product.
● Promotion Mix: The brand has promotion in high class magazine
to buy their product.
● High class magazines have been selected so that ads can be
placed in them and visual media has been utilized to launch and
highlight the product.
