MINTEL Fashion Accessories Report: Burberry's Brand Strategy Analysis

This report analyzes Burberry's brand repositioning strategy within the fashion accessories market. It explores the relevance and importance of brand positioning and repositioning for marketers, detailing the implications for business performance. The report includes an examination of a positioning map to illustrate brand changes and discusses methods Burberry employs for repositioning, such as listening to customer feedback and delivering quality products. The analysis also covers Burberry's competitors, like Primark and Gucci, and the strategies needed to gain a competitive advantage. The report concludes that Burberry's repositioning aims to expand its customer base and increase sales, supported by strategies focused on customer satisfaction and product quality. The report also provides references to relevant books and journals.

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.)

Demonstrate by means of a positioning map, how the positioning of the brand will change as
result of this process.
Burberry has positioned their brand in the market by taking the help of various strategies.
Company implements the strategy of offering them the products at low prices and offers them
the products which are of good quality so that they can target and attract more people in order to
buy their products which will help them to eventually grow their share into the market. This will
help the company to increase their overall sales and help them to attain the level of competitive
advantage over others. Burberry has two major competitors in the market and they are Primark
and Gucci. Primark is a price oriented company which means they offer them the products at a
medium price range and Gucci is a quality oriented products which states that they charge high
prices for their products. This helps them to maintain a different image and position themselves
in an different manner. With this kind of attributes and features they can easily compete and
overcome in the market. In order to win from them Burberry has to formulate new strategies and
improve the quality of the products so that they can also target high class customers and gain
more popularity in the market. (Filieri, 2019.)
Two methods which brands such as Burberry might use to achieve re positioning.
Company uses two methods to re position themselves-
Listening to Customers-
In order to improve and make changes in the standard of products Burberry listen to the
consumers by analyzing the demand in the market. They also gather feedback from their target
audience so that they can know the exact needs of consumers and the changes that they need to
make in their structure so that they can improve their outcome by improving their performance.
It will help the company to generate more profits and more sales. Listening to the customers
helps the company to solve the queries and issues of the customers so that they can make
necessary changes to satisfy them so that they can retain them for a long period of time.
(Amoateng, 2017.)
Delivering quality products to consumers-
Burberry deliver quality products to their consumers so that they can satisfy the needs
and wants of people. They offer different and wide range of products at affordable prices so that
they can target different classes of people. Also it helps them to achieve the level of competitive
advantage in market which helps them to take over their competitors. (Mitra and et.al., 2016. )

CONCLUSION
From the above studies it has been concluded that Burberry has repositioned their brand so that
they can target more people in order to increase the sales and generate more profits. Apart from
this it will also help them to gain competitive advantage in the market. They use some strategies
in order to make changes in the structure such as listening to customers and delivering them
quality goods. With that this report also covers the issue of positioning map and how it helps the
company to achieve their goals and objectives.

REFERENCES
Books and Journal
Amoateng, A., 2017. The Impacts of Corporate Branding On Sales of Fashion Accessories in
Kumasi: Mediating Effects of Customer Care (Doctoral dissertation).
Cano, M.B., 2016. The Role of Cross-Country Differences in International Fashion Retailing: E-
Commerce Development in Spain and the UK. In Handbook of Research on Global
Fashion Management and Merchandising (pp. 622-648). IGI Global.
Filieri, R., 2019. Implications of pricing decisions in the luxury sector: The mulberry case. SAGE
Publications: SAGE Business Cases Originals.
Kawaf, F. and Istanbulluoglu, D., 2019. Online fashion shopping paradox: The role of customer
reviews and facebook marketing. Journal of Retailing and Consumer Services, 48, pp.144-
153.
Mitra, S., and et.al., 2016. Programmable Materials (Skintillates)-Final Report.