MINTEL Report: Burberry Fashion Accessories Positioning Strategies

This report, focusing on Burberry's fashion accessories, explores the concepts of positioning and repositioning within the context of the luxury fashion market. The introduction defines positioning as a critical marketing concept for differentiating products and building a strong brand image, particularly for a luxury brand like Burberry. The report details the importance of positioning and repositioning, the impact on brand performance, and how it influences marketing decisions. It examines the strategies for Burberry to reposition itself as a higher-end luxury brand, including changing the target market and communication strategies. The report includes a perceptual map to visualize Burberry's market position relative to competitors and discusses methods for achieving the desired positioning, such as adjusting product attributes and targeting strategies. The conclusion emphasizes the importance of strategic positioning and repositioning for long-term growth and success in the fashion industry, highlighting the challenges and solutions Burberry faces in achieving its goals.

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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growing the customer on the basis of the higher end market. To define about the positioning,
Burberry can follow the approach of user due to develop effective communication strategy in
order to appeals for the target audience and in the heritage approach observed on the symbolical
prestige of the brand or related with both.
Additionally, it is essential for Burberry to punctuate a new brand image with the help of
communication and select a right way to inform customer about the new product. It is essential
to provide competition and recognise how to different from other competitor product.
Furthermore, repositioning is important due to regenerate the market share of the organisation in
the context of sales and revenues. Through Rejuvenating add more value for the existing items
and remind to clients for the quality and keeps the brand live and focused.
Thus, reposition helps an organisation to get new brand position in the target market and
create competition to achieve all the competitive advantages. In case of Burberry by reposition
go up market and become top luxury brand. For this apply effective communication channel that
help to meet with the customer and define about the products for advertising the products. The
Burberry must close old shop and open new location where mostly people arrive and satisfy to
target market.
TASK 2
Positioning and repositioning map
The perceptual map mainly applied by the organisation to show position of different
feature and characteristics of the brands. Through this map presents the strength and weaknesses
regarding to each brand at the market place (Huntley and et.al., 2015). It is mainly utilised to
making strategic decisions, establish good brand performance and adjust into the strategy for
positioning procedure.
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As per the above chart it is defined that Burberry wants to go upscale market and become
one the major luxury brand. So organisation moving for the higher end market and face higher
competition with the different brands like Gucci, Yves saint Laurent and Dior that drives and
required to greater finance for the competitive factors (Positioning of Gucci, 2018). For compete
with the competitors company apply the effective strategy that aimed to gaining agility to get
benefits in store ambiance. For the require to follow a particular sales strategy that depended on
the novelty, timed production drops, themed capsule collection and limited edition that develop
positive vibes regarding to brand (Positioning of Burberry, 2018).
TASK 3
Methods for achieving position
To get success in the reposition strategy required to develop well plan that depended on
the repositioning method. For this require to apply effective communication that help to inform
about the products and distributors to their new position. So there is selecting first method is new
position to introduce the products by fluctuated the attributes and target market.
Through first method acquire the increasing prices and Burberry will reposition for brand
due to low end whole seller and retailer by different price class. For this require to inform the
existing target market and define clearly about the purpose of the change. The another method is
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to change the attributes and target market. As per the given case study launch new high quality
leather accessories as well as bags to attract customers regarding to products. In the new market
to achieve all the goals and objectives required to rate market segmentation and discuss about
with each. Furthermore, through changing the target market Burberry has also changes the target
approach (Wan and et.al., 2017).
CONCLUSION
As per the above report it has been concluded that positioning as well as repositioning is
essential feature for any organisation that helps to get growth for the longer period of time. Thus,
it is important for Burberry to focus on the each step of the positioning and repositioning the
product in order to not loosing the focus of the clients regarding to its products. For this they are
targeting a new market due to get growth and face different challenges. To find the solution
apply the methods of the reposition approach and get success.
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REFERENCES
Books and Journal
Bao, T. and et.al., 2016. Systematic study on phytochemicals and antioxidant activity of some
new and common mulberry cultivars in China. Journal of Functional Foods. 25.
pp.537-547.
Gokdogan, O., Oguz, H. I. and Baran, M. F., 2017. Energy input-output analysis in organic
mulberry (Morus spp.) production in Turkey: a case study Adiyaman-Tut
Region. Erwerbs-obstbau. 59(4). pp.325-330.
Huntley, J. and et.al., 2015. One colour,(at least) two minerals: a study of mulberry rock art
pigment and a mulberry pigment ‘quarry’from the Kimberley, northern
Australia. Archaeometry. 57(1). pp.77-99.
Wan, X. and et.al., 2017. Safe utilization of heavy-metal-contaminated farmland by mulberry
tree cultivation and silk production. Science of the Total Environment. 599. pp.1867-
1873.
Online
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<https://saintlaurentparisculc.wordpress.com/2015/05/18/saint-laurent-analysis-swot-
architecture-positioning/>
Positioning of Burberry. 2018. [Online]. Available through:
<https://sites.google.com/site/jacobmontagportfolio/burberry-brand-perception-
analysis>
Positioning of Primark. 2018. [Online]. Available through:
<https://andrewgolden.wordpress.com/2012/09/21/ugh-a-post-about-primark/>
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