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BURBERRYS GLOBAL BRAND STRATEGYA PRESENTATIONBy:- GAURAV2013MB0032BURBERY

About BurberrysBurberry Group is a British luxury fashion house, distributing outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Its distinctive tartan pattern has become one of its most widely copied trademarks. Burberry is most famous for its trench coatThe company has branded stores and franchises around the world and also sells through concessions in third-party stores.In 2014, Burberry ranked 73rd in Interbrand's 'Best Global Brands' report, listing the world's most valuable brands.HISTORYThomas Burberry was founded The Burberry brand in 1856.In 1914, Burberry was commissioned by the War Office to adapt its officer's coat to suit the conditions of contemporary warfare, resulting in the "trench coat.During the 1970s, the brand became popular with the British casual cult, leading to its being associated with members of football firms.In 1997 Rose Marie Bravo has Joined the company as the new CEO and taken Burberry's to a new heights followed by Angela Ahrendts in 2006.In 1998, Burberrys changed their marketing name to Burberry.

Overall Brand statusBurberrys to BurberryContemporary logo and packagingRepositioning of the brand into a luxury lifestyle brand that was aspirational, stylish, and innovativeExtension of the customer base, updated the product line.Products responsive to the changes in fashion industryExpansion of the brand adding Prorsum a leading luxury high end brandIntroduction of innovative advertising bringing in the best experts of the time

Customer Base

GLOBAL BRAND STRATEGYHiring of world class designer to reenergize the brand.Targeted younger generation.Introduced supermodel like Kate Moss to advertise for the brand and repositioning its orientation toward a younger demographic.Strongly positioned in the minds of younger, well-heeled, fashion-conscious consumers worldwide.Licensing strategy, allowing partners in other countries to design and sell their offerings under the Burberry label. This lack of control over the offering was hurting its brand equity.

CNTND..Introduced companys retail store strategy.Utilized Digital marketing tools to reach tech savvy customer base.Burberry started Live streaming of its RunWay (fashion shows) on internet, viewer can post their comments in real time and also buy from there with delivery several months before they reach the store .Burberrys has started its social media site The Art of the Trench where people can submit the photos of themselves in the companys icon rainwear.

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