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Burberry Brand was a symbol of both luxury and durability. It was first digital luxury brand that successfully established the brand as the most functional luxury in the market. Indeed, it created its own community through its main product, trench coat.
Similarly, Burberry’s designs and quality opened to the upper crust as it got recognition and a luxury image from the British royalty. This was a market position that its competitors would rarely reach. Additionally, Burberry has produced and maintained its high quality products that led to its rise in the market position. It establishes a competitive market advantage by molding products that adopt continuity and flexibility to changes in fashion. Hence, it becomes the product of choice at all times. When Burberry introduced a check pattern of camel, black, red, and white plaid design as lining, the pattern soon became the signature trademark for politicians, adventurers, and celebrities. The company’s marketing strategy is superb with adverts featuring models and beautiful landscapes that boost its sales turnover. Indeed, Burberry Brand growth rate occupies the fourth position in the fastest growing brands. Moreover, Burberry offers product diversity in menswear, women wear, and accessories of all ages. This gives the company a product mix that accords a higher edge over its competitors that include Coach, Polo, Armani, and Gucci. Because of these factors, the brand gained recognition and received the Contemporary Design Collection of the Year award and the Classic Design Collection of the Year award (Jackson and Shaw 72-81). ...
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