Berberry Case Study

1.In 1997, Burberry faced the following problems.
-They failed to do demarketing. Burberry grew too degraded and became so popular carry in the world. As it became trendy, it was licenced in too many categories. However, Burberry failed to control those licensing products price, quality, and design.
-Wholesalers sold to unofficial distributors, who then sold products without considering the station image. It became the apprehension why Burberry turned to so common brand in Asia.
-Burberry has too narrow product line and it paid no attention to make brisk design, so eventually its client base become concentrated among older males and Asian tourists.
2. assassins goal - Transform Burberry from a tired outerwear manufacturer into a luxury life style brand that was aspirational, stylish, and innovative.
I.Create top management group
-Bravo cherished to hire people who faced customers directly and know livelong things about customer wants.
II.Repositioning the brand.
-Bravo tried to turn Burberry brand image from an old males brand into a family brand by changing its design & image.
-Reinforce tradition and fame functionality as well as match up with vernal conscious design.
III.Updating product line
-Hire new design team responsive to fashion trends.




-Eliminate old-fashioned designs
-Now at that place are three primary collections: womenswear, menswear, accessories
IV.Expanding the brand portfolio
-Burberry London center label
-Thomas Burberry Spain, Portugal
-Burberry blue and black labels Japan
-Burberry Prosum Emphasize Burberrys new positioning in the luxury market.
V.Advertising
-Hire Mario Testino, Fabien Baran, Pavid Lipman.
-Testino advertising lean with Stella Tenant showed Burberry outerwear in an outdoor setting. This advertising accent Burberrys functionality.
-Testino advertising campaign with Kate Moss was a good ensnare to lower the average age of the customer.
3.
Burberry had to enter a new product category...If you want to get a full essay, value it on our website: Orderessay



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