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Retail Marketing: Burberry case study - Essay Example

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Retail Marketing: Burberry case study

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. This is how first Burberry entered the retailing marketing of fashion products. In the 20th century, Burberry outlets were established in other countries. This body helped the brand in funding and offered better management of the brand. Other licenses were issued to other partners that helped in the expansion of the brand. In 1990s, Japanese economy collapsed and this enormously affected performance of Burberry. This is because; Burberry relied heavily on Japanese economy for main distribution and sales. The financial analysts predicted future performance problems of Burberry in the market place. For Burberry to undergo technological revolution; research was done to understand the tests and preferences of costumers. Burberry group enormously invested in technology in order to improve its sales. Burberry created a platform where the customers could share their photos of clothes they bought from it. This innovation has made Burberry to be outstanding in the digital world and its profits have risen (Sho?no, Fujita, & Uchiyama 2009, 30). Diane Perlman said that touch screen campaign enabled the users to be able to link social media activities with the national billboard campaign. Physical retail store owners employed digital signage to attract shoppers’ attention. Live windows have also been innovated. This technology enables Burberry brand link all retail stores in real time. This technology is managed from the central office. Benetton, a creative agency, produces films of people reactions, which is evidence of project effectiveness. Burberry stores are located in populated towns and this makes the products to be accessible to more customers. Burberry stores have good design layout which creates good attitude from potential customers. Understanding societal perception about Burberry brand has been very crucial. Therefore, Burberry has retail stores across the globe that fit society requirements. Merchandise Burberry stocks variety of products, and in the recent past, the company has expanded its product range to capture the consumer changing behavior. Fig 1 Burberry propositions made items unique. Prorsium is ...Show more

Summary

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…
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Retail Marketing: Burberry case study essay example
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