'Burberry Case Study Essay\r'

'1. The Burberry pit has be shine a emblem of both(prenominal) luxury and durability. The dirt has been repositioned to a niche food market amongst demeanor equal fashion app arl, like Armani, and classic fashion apparel, like Polo Ralph Lauren. Burberry has alike excelled in the accessories market, location itself between the Coach and Gucci brands. Burberry does non hope to be cutting-edge fashion and at the same time, does not want to be viewed as just classic, as this market is already saturated with other brands. Burberry represents â€Å" kindly luxury”, meaning they were modish, but alike functional. Burberry’s competitive position is sustainable over the long-term providing that the industry itself rest stable. Burberry’s competitors, like Ralph Lauren, have proven that they can maintain their position over the long-term in both low-end handed-downistic and eminent-end fashion markets so I mean Burberry has the capability to do the sa me. Burberry maintains its position of fashionable and functional. If they can do this, the barrier to accounting entry for this niche should remain too high for competitors to enter.\r\n2. Since her arrival at Burberry, Rose Marie applaud set out to make Burberry â€Å" big(p) from a global perspective”. She move to do this by implementing multiple delineate changes to the Burberry brand. These changes include reposition the brand, updating the harvest-feast line, establishing flagship stores, expanding the brand portfolio, and promoting the bare-assed brand grasp. acclaim was able to reposition the Burberry brand into the phratry of luxury brand. She did so by weft an empty gap in the market, between that of classic fashion and cutting-edge fashion. The finishing of this change was to attract younger customers spell retaining their vegetable marrow customer base. While re localisation a brand is always lucky, determination a niche market and not directly compe ting with these other luxury brands helped Burberry to asperse some of the guess from the change. Burberry also throttle risk by catering to both fashion and function.\r\nThe next change that acclaim made was to update the product line. assassin and her team drastically cut the return of products from 100,000 to 24,000, eliminating outdated designs and creating a undifferentiated looking for across all of their products. They began to classify their products into both separate categories: doggedness or fashion-oriented. The continuity products, such as the classic oceanic abyss coat, were expected to have a vitality cycle that lasted over a fare of years. The fashion-oriented products were designed to react to the unexampledest fashion trends and typically only had a seasonal vivification cycle. These changes significantly reduced the risk of the Burberry transformation. Burberry had ternary primary collections: womenswear, menswear, and accessories.\r\nThe womenswea r line expanded from its traditional focus on winter and decline season to include apparel for the barrage and summers seasons as well, appealing to a broader scarper of customers. The meanswear collection was very â€Å"cross-generational”, spanning from young urban professionals to older, classic men. The accessories collection was not as fashion oriented and also did not have to accommodate different surface variations, so therefore it generated less risk than the apparel collections. The establishment of flagship stores has also helped to pick at risk by acting as a testing ground for new concepts and designs before they are distributed to a wider market. Also, Burberry has maintain a strong vision and consistent voice, which has helped establish it’s brand image and maintain its brand credibility.\r\nBy expanding the brand portfolio from just the company’s core gauge, Burberry London, into the high end with it’s Prorsum label, Burberry was abl e to reinforce it’s new positioning in the luxury market. Expanding into this market does come with added risk, given the volatility of the high-end fashion market. The Prorsum label is able to mitigate some of this risk by providing Burberry with a â€Å"laboratory for ideas” that they are able to implement into other areas of their business. Burberry was also able to mitigate the risk of the innovation by successfully promoting it’s new brand image. Burberry was able to portray itself as a heritage brand epoch at the same time associating itself with a trendier, more modern look.\r\n'