Retail Marketing: Burberry case study

Retail Marketing: Burberry case study Essay example
Masters
Essay
Marketing
Pages 14 (3514 words)
Download 0
RETAIL MARKETING: CASE STUDY: BURBERRY BARND Name University Course Instructor Date Introduction to Retail Marketing Burberry is a fashion business that engages in international trading in most parts of the world. Apart from retail marketing in most countries, Burberry group is also involved in manufacturing, designing and sourcing their products…

Introduction

Apart from having physical store, Burberry is embarking on online stores where potential buyers can view products and make their orders online. Burberry success in marketing is as a result of effectiveness of management. The strategic decisions made by management have determined the success of Burberry all along. The management team develops modifications, and initiatives that make Burberry have a competitive advantage. However, this was corrected and modifications made that made the brand to gain its competitive advantage back. Evolution and change Burberry, over years, has undergone changes that have kept it performing to date. In 2004, international retail marketing rose to about 8 % annually. That was sustained up to 2008, when the Japanese economy collapsed and its market declined by up to 9%. On 2010, retail marketing resulted to 58% revenue of the total revenue received. There is long history about forming and progression of this brand. Burberry was started in 1856 with the aim of manufacturing and selling weatherproof fabric. “Gabardine” fabrics made Burberry brand to gain the trust of most clients across the world. “Gabardine” fabrics became consumer target as it was the military choice. In the 19th century, raincoats from Burberry were used as the service uniform for military. ...
Download paper
Not exactly what you need?

Related papers

Case Study Anylsis
Strengths: Burberry had strong and effective management team. Effective licensing growth of the company delivered huge incremental return on its capital investment. The brand had been offering heritage product to its premium customers. The company was very flexible in terms of product sourcing. And it had cost effective exposure of lower transactional. Weakness: Limited vertical integration…
A study of Marketing Strategies of Burberry for the Chinese Luxury Market
I also declare that the intellectual content of this dissertation is the product of my own work, except to the extent that assistance from others in the conception or in style, presentation and linguistic expression is acknowledged (where applicable). I certify that, to the best of my knowledge, my dissertation does not infringe upon anyone’s copyright or violate any propriety rights and that…
Burberry Case Study
Then the beginning was good, and facilitated further purchase in also other countries of Europe and the world. As the phrase on finance says, “Capital is added to capital”. Then by raising its production, Burberry proceeded to more investments, being able to increase its profits, by keeping quality, starting to produce more items in a variety of goods, such s perfumes, and several kinds of…
Burberry: "Successful Brand Leadership"
Burberry propelled the ‘Prorsum designer collection’ for reinventing its image as a luxury brand. Burberry has exploited the marketing opportunities and the brand extension strategies to promote the brand towards the young age group who are very much aware regarding fashion and style. Burberry has effectively managed the brand and maintains the leading position in international fashion…
Burberry Case Study
Long business experience- Burberry’s was incorporated in 1856 and had been in operation for more than one century before Bravo took over in 1997. This had given the company vast experience in the consumer market for apparels and luxuries. The company was more experienced in business compared to its competitors such as Gucci and Armani which were founded in 1921 and 1975 respectively. …
Marketing Communication
Amongst our clientele, Burberry Plc is one of the leading customers whom we are serving currently and are responsible for handling all their marketing activities within our region for the period running through July to December 2013. Burberry is a fashion brand, established since 1856, mainly dealing in men and women clothing and similar luxurious accessories (Burberryplc.com). This paper provides…
Identify your favourite brand from any sector of your choice. What makes the brand successful? Use relevant theories (branding c
The organization improved its notable Burberry check as a retail version for the item. It was an instant hit and the multipurpose; all weather coat was patronized alike by kings, maharajas and professionals. Already established as durable and practical, Burberry Parka and outerwear were promptly embraced by explorers and adventure seekers. In pair with these improvements, Burberry paced ahead with…