Burberry Case Study Analysis

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Burberry Case Study Analysis

Introduction

Burberry is now one of the most successful fashion brands in the world A British luxury fashion giant established in 1856 , Burberry successfully transformed itself from a simple store in Basingstoke Hampshire in England to one of the most unbeatable trendsetters in the world of fashion . With the right management technique and well-thought-out marketing strategy that led to its expansion and growth , Burberry has not only become a respected leader in the realm of fashion and design but

also unbeatable in terms of business strategy marketing plan , and promotional techniques

Burberry 's takeoff in 1997

Prior to the arrival of Burberry 's former chief executive Rose Marie Bravo , Burberry was a company deeply dependent on distribution and licensing agreements with a number of licensees and distributors . Apart from this , the company had only offered a limited set of products (Moon 1 . The business strategy of the fashion company in `90s was not consistent with its quality intention , as then Burberry was heavily reliant upon retailing

During those years , Burberry just concentrated itself on a constricted base of product line , selling umbrellas and outerwear to distributors and licensees . This strategy failed to attract a strong costumer base of upper-class and affluent people . As a result , the company had greatly lost its individuality and distinctiveness that made it one of the oldest fashion brands

In the words of Bravo , Burberry was confronting several structural and strategic concerns which must be addressed properly . Bravo...