re incarnation of lost cachet of burberry
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RE- INCARNATION OF LOST CACHET OF BURBERRY
BY SHAHZAR KHAN MBA(G) SEM 2ND
ABSTRACTTHOMAS BURBERRY 1856 MARIE ROSE BRAVO 1997
CHRONOLOGY OF BURBERRY1856 1900
1891 1910
Trench coats
PROBLEM RECOGNITION
Inconsistent image
Target customers
Poor choice of products for women
Focus on asian markets
REPOSITIONING STRATEGY
PRODUCT DESIGN
DISTRIBUTION
PRODUCT ALLOCATION
REFORM BRAND IMAGE
BRAND MANAGEMENT
Kate moss promoting burberry Flagship store in london
MARKETING COMMUNICATIONS ADVERTISING EDITORIAL PLACEMENTS
FASHION SHOWS
PRODUCT DESIGN
• Appointing Christopher bailey
• Multidimensional strategy
• Expansion of products • Maximized market coverage and customer attention
BRAND DISTRIBUTION STRATEGY
• Focus on distribution channel
• Manipulating customers
• Restricted licences
• Wholesale and retail networks
• Flagship stores
• Image consistency
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