Case Analysis Of Burberry

1044 Words3 Pages

In terms of affordability, Burberry which is presented as ‘accessible luxury’ mainly targets the niche between Polo Ralph Lauren/Giorgio Armani in apparel and Coach/Gucci in accessories (Moon, 2004). 5-5 People Management Christopher Bailey who used to be a chief creative officer took up the role of Chief Creative and chief executive officer (Burberryplc.com, 2015). As he does not have any experience working as a CEO before it must cause huge work load to him therefore potential risk for Burberry (Butler, 2013). Sales associate As Burberry targeting a Millennial group over the world, there sales associates are also relatively young. 70% of Burberry employees are under 30 with various nationalities (Easton, 2012). Burberry’s sales associates who can work as a powerful brand advocates share a clear picture of the opportunity for the company and understand company’s vision, thus, they understand why ‘trench coat is so important to Burberry (Gersch, 2013). They are …show more content…

Burberry seems to overcome several risks which decayed brand value so far and successfully revitalized the brand. However, it seems to centralize its effort on promoting product neglecting after sales relationship which would be essential for repeat purchases (The Economist, 2014). rather than delivering sophisticated experience. 럭셔리는 경험전달이 중요한데 위험함. Even though, Burberry has gathered everything Britishness to promote its brand identity, its home market consumers do not seem to fancy Burberry. Which makes it worse is the fact that it outsource its production from countries like China. These can severely harm its brand identity and subsequently brand value. As many people use luxury brands to represent their social statuses or identities, maintaining brand consistency should be of great importance to companies’ brand management and marketing

More about Case Analysis Of Burberry

Open Document