Relevance and Importance of Positioning and Re-positioning for Marketers

MINTEL FASHION
ACCESSORIES
REPORT

Table of Contents
INTRODUCTION...........................................................................................................................3
Relevance and importance of positioning and re positioning for marketers. implications for
the performance of the business if such a move is successful?..............................................3
Demonstrate by means of a positioning map, how the positioning of the brand will change as
result of this process. .............................................................................................................3
Two methods which brands such as Burberry might use to achieve re positioning...............4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Burberry is a British luxury fashion house headquartered in London, England. Its main
fashion house focuses on and distributes trench coats, ready-to-wear outerwear, fashion
accessories, fragrances, sunglasses, and cosmetics. The company was established in 1856
by Thomas Burberry, originally focusing on the development of outdoor attire, the fashion house
has moved into the high fashion market, developing a first of its kind fabric called Gabardine,
which is completely breathable and waterproof, and exclusively made for the brand. This report
covers issues such as relevance and importance of positioning and re positioning and figuring out
how to make it successful, positioning map and how will it change the level of outcome and the
methods that the company uses for repositioning in the market.
Relevance and importance of positioning and re positioning for marketers. implications for the
performance of the business if such a move is successful?
Positioning of the brand is helpful and necessary for every company as it helps the company to
understand their strength and weakness in the market from the point of view of customer. It helps
companies such as Burberry to categorize their products according to the different segment in the
market so that they can pursue consumers according to different region. To grow their customer
base the company has worked on building the image in the minds of target audience so that they
can increase their share in market. (Cano, 2016. ) Their products are preferred by people who are
mostly young in age. They have taken Alessandro Michele so that they can increase the impact
of new styles on the people. Re positioning has helped the company to increase their profit by
increasing their sales which helps to achieve their objectives and improve from their current state
in the market. Factors such as pricing of the products and services, positioning of the company
and the level of distribution all can be set or changed in order to achieve the expected outcome.
Technically company is slowly changing all the existing products in the market with new ones.
The company change their products and services according to the needs and wants of the
customers. It creates a challenge for the company as they have to maintain their image as well as
satisfy the needs of the consumers. They have launched their new range of products which is in
the category of leather materials and to be more specific they have introduced a range of
handbags. (Kawaf and Istanbulluoglu, 2019.)