Luxury Clothing And Fashion Accessories

Running head - MARKETING MANAGEMENT
Marketing Management
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MARKETING MANAGEMENT1
Introduction
Burberry is considered to be one of the most prominent brands in fashion industry.
The London based company have been a leading brand in luxury clothing and fashion
accessories (Goworek et al. 2016). The company has its specialization in making trench coats
for both men and women, ready to war outwear, fashion accessories along with fragrances,
sunglasses and cosmetics.
The following report would be providing a discussion over the selected product which
happens to be one of the specialization of Burberry. The report would also providing a vivid
sketch of competitive information of the company, the environmental scanning, the demand
forecast and the specific market segmentation, targeting and the positioning statements.
Discussion
Burberry have been established in the year of 1856. The company have always been
focusing its attribute towards making fashionable outwears, even in the 19th century. The
company have been making hand weaved garments, which are considered to be water
resistant (Goworek et al. 2016). Although, it was assumed that due to the water resistant
material, the clothes could have bad fabric texture. However, the company has always
astonished their clients with breathable fabrics.
The product which have been selected for the report is trench coats. Burberry have
always been a significant company in manufacturing fashionable trench coats. Trench coats
have been in fashion lately in the modern era. Many men could be seen wearing trench coats
with both formal and informal attire. The product have its origin more than 100 years ago.
The coat came into existence during the beginning of the World War 1 (Weston 2016). It was
not the war which produced the fashionable wear that modern men wears today, it was the
muddy trenches across Europe which gave the name of the product. The trench coat is

MARKETING MANAGEMENT2
considered to be a variety of coat which is mostly made of water proof materials like heavy
duty cotton of gadardone drill, along with leather or poplin. The coat generally has a
removable liming which is insulated with the fabric of the coats, and composes of raglan
sleeves. The coat is dated back to the days of World War 1, where the piece was made for
army officers who had to dwell in the mud soaked street of Europe at that time. Therefore,
the coat would help them cover their uniform form the mud and the rain.
Competitive Information
Burberry contributes to a huge portion of the fashion market. Although, the company
has it unique ability of attracting potential customers, there have been huge competition in the
market that could compete with the company (Jackson and Ahuja 2016). Companies like
Chanel, Christian Dior, Gucci, Ralph Lauren, Prada, Louis Vuitton, Hugo Boss, and Tory
Burch. These companies have been a tough competition of the market.
The company have huge number of strengths which would allow them competing
with these fashion tycoons. Burberry has a huge network for retailing, which allows them to
share a huge number of sales from various countries. It also has wholesales and licensed
channels which could globally continue the sales of the product. Trench coats have been a
huge success for the company as it has one of most significant number of sales from all the
products manufactured (Jackson and Ahuja 2016).
The brand mostly faces threat from other companies in terms of pricing. Due to the
quality of the product, their cost is quite high, which makes the company victim of other
companies, which sales cheap products.
Environment Scanning
The environment scanning could be done with the help PEST analysis tool, which
could in turn help in understanding the market.