burberry case study(business model)

165.2

149.4

125.8

5.3 53.5

WomenswearMenswearAccessoriesOtherLicences

197.9

162.8

169.5

5.1 58.3

Warehouse and Logistics Activity

Retail31%

Wholesale58%

Licence11%

Turnover by channel (2002 m)Retail Wholesale Licence

38%

52%

10%

Turnover by channel (2003 m)

Retail Wholesale Licence

Retail Wholesale Licence0

100

200

300

400

500

600

700

156.9

288.8

53.5

228.4

306.9

58.3

Turnover by channel2002 2003

Turnover analysis by distribution channel

Category 1440

460

480

500

520

540

560

580

600

620

499.2

593.6

Turnover by channel

2002 2003

Flagship Stores

Regular Price Retail Stores

Department Store Concessions

Designer Outlets and Factory Stores

Retail DistributionFull Product Range

Limited Product Range

10000 sqr.ft

The number of outlets (classified as doors), operated by Burberry’s wholesale stockists in 2002 was in excess of 3,100

17%

40%

37%

6%

number of outlets

USA Spain & PortugalRest of Europe Asia & Etc.

Showrooms & agents

Wholesale stockists include prestigious department stores, speciality fashion retailers and duty-free retailers

All Burberry Colection, other than the Burberry Prorsum brand

Wholesale distributionSpecialy Fashion Stores

Flagship Store

Burberry Blue and Burberry Black store

Specialy Fashion Stores

Licensee distribution (Japan only)

Full Product Range

Limited Product Range