Burberry Fashion Accessories: Positioning and Repositioning Report

This report provides a comprehensive analysis of Burberry's fashion accessories, focusing on the importance of positioning and repositioning strategies in the market. It delves into the relevance of these concepts for marketers, explaining how they impact product performance and customer attraction. The report examines the implications of these strategies for business performance, including competitor analysis with Primark and Gucci. Furthermore, it outlines methods for achieving successful market repositioning, such as consumer engagement and brand identity. The conclusion emphasizes the significance of a strong brand to attract customers and maintain a competitive edge in the fashion industry.

MINTEL Fashion
Accessories report

Table of Contents
INTRODUCTION...........................................................................................................................3
Explain the relevance and importance of positioning and re-positioning for marketers. ..........3
Means of position map ...............................................................................................................4
Two methods of achieving the re-positioning by the company..................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................5

INTRODUCTION
Burberry is the fashion house which is providing the fashion accessories and it was
founded in 1856. The company is providing the trench coats and the ready to wear outer wear.
The report consist of the importance of the positioning and the re-positioning. It also includes the
implications for the performance of business. The methods through which the company would
able to achieve the re-positioning in the market is discussed as well.
Explain the relevance and importance of positioning and repositioning for marketers.
The positioning consist of the product and the performance of the product in the market.
Repositioning is the change in the position of the product. The company has to change the target
market in the case of the reposition of the market. The product quality and the price of the
product is playing the vital role in the performance of product in market. Through the positioning
and repositioning the customers are attracted towards the market (Straker and Wrigley, 2016).
Positioning is important of the product because through that the customers would
understand need of customers. Product positioning is starting with the market segments and the
by identify the needs of the customers. In order to fight competition the market the company
need to arrange the product and the services according to the customers needs. Company is
targeting the customers through which the company would promote products. Most important
use and the importance of the positioning is to carefully craft the messages of the company and
the messages need to be conveyed effectively to the customers as well. Communication must be
short but it must contain all the details of the product including the quality and the weight and
price.
Repositioning is playing the vital role in drafting the image of the company in the market
because company is changing the targeted customers and also the company would build the
positive image of the company in front of the customers. In repositioning the market is increase
and due to that the customers are attracted towards the company. New products with innovation
is attracting the customers(Robinson and Hsieh, 2016). The companies are also expanding their
business and the company need to work in the efficient manner in which the proper services are
provided to the customers.
Implications for the performance of the business
The company need to plan these strategies in the effective way which would change the
performance of the product. The positioning and the repositioning of the product in the market is

the expanding the market of the company and also attracting customers towards company. The
company is also implementing on the other strategies which is helping company to improve the
performance (Peng and Chen 2017).
Means of position map
The competitors of the Burberry are Primark and Gucci. Primark is on the top and also
the Burberry lying on the second position while the Gucci is at the third position. The company
Primark is better because the company is providing the fashion accessories at low cost and the
company would also provide the products of good quality. Primark is attached to the customers
and is bringing innovations for fighting the competition in the market.
Burberry is at the second position because the company is providing the services and the
products but they are not accepted by the customers. Company is also not addressing the need of
the customers and the not working in the effective manner of the customers. Gucci is at last
position because the company need to provide the products but the company is providing the
services at low cost and the cost is too low so the customers would not prefer the company. The

quality of the products is also not so good and the products are not long-lasting. The company is
not innovating the products as well.
The company need to overcome these problems and try to get the first position. The
company would directly interact with the customers and the try to solve the problems regarding
the customers. Company must work in the efficient manner in which the company would provide
the service in the effective way (HU and XIANG, 2019). The products must be innovated from
time to time and according to the recent trends as well.
Two methods of achieving the re-positioning by the company
consumer engagement is important in building the brand because the company need to
build relation with the customers than only the customers would feel comfortable with the
company and the products of the company as well. Burberry is dealing in the fashion accessories
and the fashion accessories are need to be provided to the customers, but they need to feel
attracted towards the company. Customers attachment to the company is important because
through that the customers would register the complaints regarding the products and the
suggesting regarding the product.
Identity of the company is also important because the company need to work in effective
way and in efficient manner as well. The customers are recognizes the company through the
brand and the name of the company. The name of the company must be so attractive that the
customers are attracted towards the company. Customers are identifying the company success
through the brand of the and name of the company.
Spirit of giving is the social responsibly of the company which need the company need
not be held responsible for the spirit of giving. In order to fulfill the responsibility the company
is working for the betterment of the society.
Through these the company would achieve the re-positioning and the customers are also
satisfied by the decision of the company. Company is analysing the strategies and the identity of
the company is made according to the performance of the company. Brand name and positioning
of the brands is depended on the products performance and the quality of the product (Braddock-
Clarke, 2017).
CONCLUSION
The Burberry is dealing in the fashion accessories and also providing the effective
services to the customers. The company is focusing on the positioning of the market and the

brand . It is also concentrating on the re-positioning of the market and brand as well. The brands
is the one which is attracting the customers so the company must make the brand so powerful
that it would attract the customers.

REFERENCES
Books and journals
Braddock-Clarke, S., 2017. Caped Crusader: Burberry Looks to Henry Moore for
Inspiration. Selvedge. (78). pp.62-65.
HU, X.Q. and XIANG, C., 2019. Business Analysis and Valuation on the Burberry
Group. DEStech Transactions on Economics, Business and Management, (ssemr).
Peng, N. and Chen, A.H., 2017. Consumer Perspectives of Cultural Branding: The Case of
Burberry in Taiwan. In Advances in Chinese Brand Management (pp. 133-151).
Palgrave Macmillan, London.
Robinson, P.K. and Hsieh, L., 2016. Reshoring: a strategic renewal of luxury clothing supply
chains. Operations Management Research. 9(3-4). pp.89-101.
Straker, K. and Wrigley, C., 2016. Emotionally engaging customers in the digital age: the case
study of “Burberry love”. Journal of Fashion Marketing and Management. 20(3).
pp.276-299.