Marketing Mix of Burberry
The brand essentially offers the higher end products under its sub-brand product line of Burberry Prorsum. The products offered are mostly identified as luxury fashion goods, also referred as the runway collection.
It has also been noticed that the products under the Prorsum collection had been widely consumed by the celebrities such as Kate Moss, Stella Tennant and Mario Testino among others. During recent years, the brand has introduced another line of products known as the Burberry Brit. It is worth mentioning that in the year 2009, the Burberry Brit collection had contributed to almost 80% of the total sales of the company. Other than apparels, the brand also offers a wide range of leather goods such as bags and shoes. The brand offerings also include a variety of fashionable accessories such as scarves and travel and laundry bags, sunglasses, and key rings among others. The brand also marks its presence in the children wear segment in the global fashion industry (Nomura Equity Research, 2012; Liberum Capital, 2011).
The products offered by Burberry are mostly high-end products which are quite expensive and appear under the tag of Burberry Prorsum. However, the products that appear under the tag of Burberry Brit are relatively low-end products in terms of its price range. For instance, similar products under the Prorsum collection may cost quite less than that under the Brit collection (Nomura Equity Research, 2012). Illustratively, the price of Burberry Prorsum trench coats for women ranges from US$ 1500 to US$ 3000. The price of women shirts of Burberry Prorsum ranges from US$ 295 to US$ 1000. ...