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