Importance and Implication of Positioning and Repositioning in the Fashion Accessories Industry

MINTEL
Fashion Accessories
Report

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Importance and implication.........................................................................................................1
TASK 2............................................................................................................................................2
Positioning and repositioning map..............................................................................................2
TASK 3............................................................................................................................................3
Methods for achieving position...................................................................................................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Positioning is a marketing concept that characterise all the business that should do to
market its product or services to its customers. In positioning, the marketing department plays
essential role in order to create good brand image that depended on the intended audience. To
create strong position in the market require to conduct research about the product and target
customer who help to get strong position. This report based on the Burberry which is a British
luxury fashion store that established in London, England. In this report defined about the
importance of positioning and repositioning marketers and their implications. Along with
presenting map regarding to particular brand and mention two methods for the repositioning.
TASK 1
Importance and implication
Positioning is marketing procedure that present how to differentiate the product as
compare of the competitors and fill the niche gap. It is essential for each brand in order to
improve performance through marketing communication. It supports the brand of the
organisation take accurate decision on right time regarding to positioning that best suitable for
the brand. The positioning approach categorise into two approach such as functional and
expressive one. Through brands company get good position where highlight all the features,
attributes and advantageous and in the expensive approach define about the customer satisfaction
and heritage and target user (Gokdogan, Oguz and Baran, 2017)..
Repositioning is changing strategy that change the status of existing brand in the
particular market and competing with the other brand. For this require to take all the appropriate
action where apply changes in the brand, target segment as well as modify the products to enter
into new market. As per the case study of Burberry, raised up their accessories about 37%
through sales that provide a reason to the organisation and categorised of the products. In present
time Burberry apply new strategy for the reposition of the brand and go more up market.
The new strategy aimed that introduce a higher end market that impact on the different
marketing operations for enhance the activities. There is required to marketers send the resources
to apply changes as per the perception of existing target market due to introduce the prospect of
the new target market. In the context of the luxury fashion store, customer value heritage brand
that symbolise social status and enable to explicit positioning that relates with the goal of
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