This project report provides an in-depth analysis of Burberry's repositioning strategies within the luxury fashion market. It begins with an introduction to the concepts of positioning and repositioning, emphasizing their importance for businesses aiming to enhance market visibility and profitability. The report then examines the relevance and implications of repositioning for Burberry, particularly in light of declining global revenues. A key component of the report is a positioning map comparing Burberry with competitors like Gucci and Primark, illustrating their respective market positions based on price and functionality. The project further explores various methods of repositioning that Burberry could employ, such as perceptual mapping and targeted repositioning within specific market segments, particularly focusing on the 16-24 age group. The report concludes by summarizing the key findings and emphasizing the interconnectedness of positioning and repositioning in achieving business goals like increased market share and customer satisfaction.
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