Marketing Analysis: Burberry Fashion Accessories Case Study - MINTEL

This case study analyzes the marketing strategies of Burberry, a prominent fashion brand. It delves into the concepts of positioning and repositioning, examining their value and impact on business performance. The study explores Burberry's use of digital technology, such as its mobile application with augmented reality, to enhance customer experience and position its products effectively. It also discusses Burberry's repositioning strategy within the luxury market, including its entry into the leather goods category. The case study includes a positioning map comparing Burberry with competitors like Primark and Gucci, and suggests methods Burberry could use to further reposition itself. The conclusion emphasizes the importance of marketing, positioning, and repositioning for business success, highlighting how these strategies enable companies to better appeal to their customer base and improve revenue figures. References to relevant books and journals are also provided.

MINTEL Fashion
Accessories Case Study

Table of Contents
INTRODUCTION...........................................................................................................................3
1. Value and impact of positioning & repositioning..............................................................3
2. Positioning map of Burberry with Primark & Gucci..........................................................4
3. Two methods Burberry could take into use to reposition...................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing is defined as the tactics and actions applied by an organisation to gain the
attention of large number of individuals in market place and develop a strong bonding with them
(Kasilingam and Thanuja, 2020). In this regard, it is often seen that a number of marketing issues
are witnessed by businesses over the course of time that require the immediate attention on the
part of management so that these can be tackled in an effectual manner. One of the most
prominent ways to deal with marketing issues is determining the target market and audience for
the company. The below mentioned paper talks about Burberry which is a leading fashion brand.
The paper consists of marketing issues and ways to deal with them.
1. Value and impact of positioning & repositioning
Positioning is defined as the overall imagery that a brand possesses in the mindsets of
individuals whereby they take into account, the products and services offered by the company at
market place. This is one of the most prominent ways of ascertaining the manner in which the
products and services of an organisation are distinct from the offerings of rival firms (Woods,
2020). Positioning is regarded to be the most crucial aspect of marketing. In relation to the case
study, it has been analysed that Burberry makes use of digital technology for placing its products
within the audience in an effective and appealing way. It is witnessed that Burberry has some
time back introduced its mobile application which enhances the overall experience driven by
customers. This app works in accordance with Augmented Reality, which enables individuals to
export the pictures that they have put upon their variety of social media handles, so that these can
be shared across the globe with the help of company’s mobile app.
Importance: Positioning enables Burberry to tap the attention of large number of
individuals, thereby inflating the scope of its growth in market place (Roy, 2020). Below
mentioned are some crucial aspects that demonstrate the significance of positioning:-
 Positioning allows the workforce of Burberry to gain the attention of large audience base,
thereby contributing towards making it a market centred brand.
 With effective placement of products offered by Burberry within the customers, the
chances of duly fulfilling the demands put forward by customers enhance by a significant
margin.

Repositioning is defined as the procedure wherein a company alters the placement of
products and services in order to effectively appeal to the large base of audience (Edwards,
2019). With reference to the case study of Burberry, it is seen that this organisation is willing to
reposition itself within luxury market. The respective company is doing so by stipulating
effective price strategy that can provide assistance in dealing with rivalry. For this purpose, the
entity is gaining entry into luxury market by launching leather products.
Importance: By way of repositioning, Burberry is gaining access into the leather items
category. This category is capable of gaining the attention of youngsters and thereby, enhancing
the existent base of customers for the fashion brand. Repositioning holds immense significance
for an organisation and this is discussed in the light of Burberry as follows:-
 Repositioning allows an organisation such as Burberry to better target a market and
enhance its overall revenues.
 It allows the firm to cater to the needs and demands of market place in an improvised
manner. Burberry is intending to do the same by introducing leather products in market.
Influence over business performance post its success
The success of a business move such as positioning and repositioning allows an
organisation to significantly enhance its customer base. With respect to Burberry, it is seen that
the entity is executing positioning through its mobile app. Further, repositioning is implemented
by way of entering the luxury leather market. With this, the fashion house is looking forward to
enhance its revenues and profits by a substantial proportion.
2. Positioning map of Burberry with Primark & Gucci
Positioning map is defined as the pictorial presentation of the perception held by the
customers regarding the products and services offered by an entity. This is linked with the
quality, benefits and price of organisational offerings as compared to the rivals. In this regard, it
is identified that the concerned fashion brand is placing its products through the usage of digital
technology via its mobile app.

3. Two methods Burberry could take into use to reposition
The intent of the management of Burberry is to reposition itself within the confines of luxury
market. For this, it is introducing leather products and leveraging celebrity faces. This helps the
entity in gaining the attention of large number of individuals and appealing to them in an
effective manner (Cong and Zhou, 2019). This fashion brand also has several other alternatives
through which it can significantly execute the repositioning of brand. Such alternative methods
are briefly discussed as follows:-
 The quality of the offerings provided by the concerned fashion brand can be significantly
enhanced by emphasizing over the compliance with industrial quality standards and QC
techniques. This will inflate the value of goods in the eyes of audience.
 Alternatively, this fashion brand also has the option to make use of discount or other
incentive schemes so that the attention of audience can be gained towards the offerings of
Burberry.
CONCLUSION
On the basis of above findings, it can be said that marketing is crucial for each and every
corporation running as a part of the economy. Furthermore, it is identified that positioning and
repositioning are two effective ways through which marketing can be done by a company. These
Illustration 1: Positioning map of Gucci and Primark

strategies provide corporation with the opportunity to better appeal to the customer base and
thereby, enhance its profits and revenue figures.

REFERENCES
Books and Journals
Cong, J. and Zhou, W., 2019. Inflexible Repositioning: Commitment in Competition and
Uncertainty. Management Science.
Edwards, R.A., 2019. How Organizations and Their Brands Leverage Marketing Partnerships to
Enhance Their Success: The Guidelines to Navigating Both Reaffirming and
Repositioning Strategic Partnerships.
Kasilingam, R. and Thanuja, V., 2020. RECENT TRENDS IN DIGITAL MARKETING. Studies
in Indian Place Names, 40(3), pp.4215-4224.
Roy, A., 2020. Studying positioning and repositioning of brands using multidimensional
scaling. Journal of Education for Business, 95(1), pp.53-58.
Woods, P., 2020. Brand Positioning. In The Brand Strategy Canvas (pp. 67-86). Apress,
Berkeley, CA.