Final Report: Brand Audit Project for Burberry (FTM 382, Spring 2012)

This brand audit report evaluates Burberry's industry presence and provides recommendations to enhance its market share. The report includes an executive summary, company history, and objectives. It delves into industry analysis, product market analysis, financial analysis, SWOT analysis, and competitor analysis. The brand inventory section covers target markets, marketing programs, brand architecture, personality, and elements. Brand exploratory market observation focuses on awareness and associations. Recommendations address branding strategies, marketing programs, secondary associations, and an IMC proposal. The audit highlights Burberry's strengths in product mix, marketing campaigns, and consumer reach, while suggesting improvements in marketing effectiveness and brand presentation, including a new approach to brand hangtags.

Brand Audit Project
Final Report
Company: Burberry
Group: Jasmine Roscoe,
Jessica Johnson, Mardrea
Jones, Sierra Lowery
FTM 382
Spring 2012
Instructor: Dr. Xu
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Table Of Contents
A. Executive Summary
B. Company History & Background
C. Objective
D. Industry Analysis
Product Market Analysis 4
Financial Analysis 5
SWOT Analysis 6
Competitors 7
E. Brand Inventory
Target Markets 8
Marketing Program 8
Brand Architecture 9
Brand Personality, Elements, and Mantra 11
Competitor Analysis 12
Brand Inventory Assessment 13
F. Brand Exploratory
Market Observation 14
Brand Awareness and Association Assessment 14
G. Reccomendations
Branding Strategies 16
Brand Marketing Programs 17
Secondary Associations and IMC Proposal 19
References 22
Appendix 24
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A. Executive Summary
This brand audit evaluates the industry presence of Burberry and provides reco
in order for the company to increase it’s market share. The objectives of this au
-to identify current place industry
-to evaluate current marketing procedures in place
-to observe consumer sentiment
-to recommend ways for Burberry to enhance it’s current position
In this analysis the marketing and product mix are heavily analyzed. Burberry o
variety of product and different price points, as well as conducts intense marke
campaigns. The findings of the effectiveness of these were very high, but there
for improvement. The company does an amazing job reaching inside and outside
customer base. The hope of the company is to be on the mind of those who can
afford the products, because those who can will buy and those who can’t will as
prestige with the company and when they can afford the product they will shop
Recommendations made were generally dealing with how to increase marketing
effectiveness and relevance when dealing with their target market. Other recom
were made dealing with the evaluative approach the company uses as well as o
modern but timeless look to their brand hangtags.
B. Company History & Background
Burberry was founded by Thomas Burberry in 1856, in Basingstoke, Hampshire,
the time Burberry worked as a draper’s apprentice and was only twenty one yea
1870 the small shop started by Burberry had grown into an “emporium” that fo
outdoors attire. In 1879 Burberry invented garbardine, a fabric that is waterpro
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durable but breathable. A patent was taken out on the fabric in 1888. In 1891 t
opened a store in the west end of London and in 1895 developed the Tielocken
precursor to the trench coat. In 1901 the trademark Equestrian Knight accompa
work “prorsum” first appeared. In 1914 the creation of the iconic trench coat oc
has been the staple of the Burberry brand ever since. In the 1920’s the Burberry
introduced to the brand. From 1856 to 1955 Burberry was an independent comp
it was taken over by Great Universal Stores. The company flourished and in 200
initially introduced to the London Stock Exchange.
C. Objective
The purpose of brand audit is to utilize the select evaluative tools learned
the course to analyze Burberry’s industry presence in comparison to its co
The goal is to uncover the strengths, weaknesses, opportunities and threa
provide suggestions to increase the brand’s market position.
D. Industry Analysis
Product Market Analysis
Burberry is a leading luxury brand in the world market. Due to it’s wide product
Burberry is able to cater to a number of markets. Outerwear remains the core o
Burberry apparel business, from timeless iconic pieces to innovative contempor
Outerwear accounted for over half of their retail apparel sales during the year.
2006-2007 Burberry historically licensed the first full in-house global menswear
This first collection reported growth of 31 percent in menswear. Building childre
remains a key focus for the company. Childrenswear integrated into the global c
2010, with the division now located in the company London headquarters. Non-a
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remains the main growth of the company contributing 40 percent of retail and w
sales during the year. Large leather good are a high seller of the Burberry non-a
business, representing about 50 percent of revenues in its category. Men’s acce
amongst the strongest performing categories. Women’s shoes represent an imp
opportunity for Burberry reaching 7 percent of mainline sales in 2011. Boots, pe
particularly strongly (www.burberryplc.com).
In June 2010, Burberry launched its first cosmetics line, Burberry Beauty. B
focus of attention on natural, effortless beauty. Burberry Beauty first introduced
format through a limited number of wholesale partners globally and to custome
burberry.com. Burberry Beauty supported by Burberry advertisement campaign
shows, experienced a strong early response from consumers and press as it app
first year anniversary. Burberry has three global licensing agreements with frag
timepieces, and eyewear (www.burberryplc.com).
The Burberry store is a luxury brand with a distinctive British sensibility, s
international recognition and differentiating brand values that resonate across
generational and duel-gender audiences. Since its founding in England in 1856,
has been known for quality, innovation and style (www.beverlycenter.com).
Financial Analysis
Burberry’s revenue has increased steadily over the past four years. In the
ending in March 2011, Burberry reported revenues of approximately $2,336.2 m
Monitor, 2011). In comparison to the previous fiscal year, this was a total increa
25%. The group's operating profit was $465.1 million in fiscal 2011, and the net
$324.3 million (Data Monitor, 2011). Burberry generates revenue through retail
including e-commerce), wholesale and licensing. For the 2010-2011 year, retail
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for approximately 64% of revenue, wholesale 29% and licensing 7% (Data Monit
The products that generated the most revenue in 2011 were non-apparel items
leather goods and the Burberry Body fragrance. Women and men apparel produ
in second and third place respectively. Children’s wear generated the least amo
revenue in 2011.
SWOT Analysis
Burberry has a goal of continuing to hold “great brands [that] project a pu
consistent experience across all channels in order to standout in today’s clutter
arena.” (Data Monitor, 2011) The “pure and consistent experience” is maintaine
authenticity and integrity that allows all consumers to trust the heritage brand
to shop their products. In addition to consistent and trustworthy products, Bur
on investing in their team culture by reinforcing company values. The company
the principle that the Burberry brand is “the touchstone against which all activi
measured” (Data Monitor, 2011).
In addition to upholding brand integrity, Burberry has focuses on operating und
quality standards through an ethical supply chain and other responsible operati
focuses on Corporate Responsibility. Since 1856, Burberry has operated under t
“to be a great brand you also need to be a great company” (Burberry plc, 2011)
they tackle “issues related to climate change; and efforts to inspire employees
ethical trade, environmental sustainability and community investment” (Burber
2011).
While the heritage and consistency is a strength within the company, it ha
be an issue in modern times. In the past decade, the company began “revitalizin
Burberry [by addressing] inconsistencies with the modern democratic luxury po
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remain” (Data Monitor, 2011). This was achieved by closing outlet stores that w
appropriately aligned with the brand” (Data Monitor, 2011). In the Spring/Summ
season, Burberry “completed the local-to-global product transition in Spain” wh
significant impact on cost to earnings. The company will continue with similar a
purify brand presence in the seasons ahead” (Data Monitor, 2011).
The success of the company can be successfully affected by extending the
relationship with the brand; specifically through new technologies. The compan
that digital technologies have the capabilities to improve the emotive brand exp
allow consumers to express their opinions, give them greater access and allow f
increased transparency consumers expect in the current market (Data Monitor,
With a luxury heritage brand such as Burberry, one of the biggest threats
increase in counterfeits. While any successful retailer is faced with this threat, i
especially high for companies like Burberry and its competitors Hermès and Lou
Recently, these companies won a legal decision in Canada that “awarded CA$ 2
damages to Louis Vuitton and Burberry in what is reported to be Canada's singl
trade mark and copyright counterfeit case” (Ireland & Ritson, 2011). Unfortuna
the market, specifically in the United States, counterfeits will continue to be an
issue as most consumers cannot afford to purchase the original luxury brands.
Competitors
Two competitors to Burberry are Emporio Armani and Dolce & Gabbana. W
asked, the general consensus is that Dolce & Gabanna is catered more towards
handbags. Burberry targets unisex outerwear such as scarfs and trench coats.
seems to be geared more towards Mens clothing and colognes. All three of thes
have similar product line divisions, but the most commonly known were pointed
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E. Brand Inventory
Target Market
The brand maintains a broad appeal across dual gender audience of ages from 1
55 and older, however Burberry’s primary target market consists of women in th
thirties to early sixties. These women are financially stable, in the workplace, ne
or have families. They choose Burberry because they want to be on the leading
fashion, but don’t necessarily have time to spend searching. Burberry stays true
by putting a modern flair on traditional fashions, “juxtaposing young, modern fa
tradition and history is what I do at Burberry.” (Christopher Bailey, nymag.com)
lifestyle of the typical Burberry customer varies greatly. The brand is sold in tw
countries and has an online worldwide retail store front as well. By being so acc
brand has allowed itself to be worn by people from all walks of life, religion, and
Although the customers differ greatly they all have one thing in mind and that i
timeless fashion. Burberry’s target customer’s income range is from $75,000 an
Affluent buyers may have one or two pieces that they invest in from Burberry, w
income level customers where Burberry for everyday wear.
Marketing Program
Burberry LLC, has been focusing their efforts on more innovative marketin
techniques and have thus far been very successful. They have implemented a ne
website that is available in six languages and forty-five countries. According to
“The site, known as Burberry World, is the ultimate expression of the Burberry
allowing customers globally – in many cases for the first time – to connect with a
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aspects, from heritage, to music and video, to the full product offer.” (Burberry
addition to a new website the company has also expanded their social media pr
having Facebook, Twitter, Instagram, and Youtube campaigns. Their twitter ac
country specific in order to better target customers in various global locations.
have implemented the use of apps such as Instagram to show photos from ad ca
fashion shows. A unique aspect to the Burberry social media drive is the develo
their own social media website ArtoftheTrench.com. According to Burberry PLC
Group’s own social media site, artofthetrench.com, continued to inspire people
world and across generations to share their experiences of the iconic trench coa
of the year, the site had received more than 11 million page views since its laun
November 2009.” (BurberryPLC.com) Burberry also markets different lines in or
reach multiple price points. The hope is to attract customers to their lower price
order to have them continue to shop Burberry as they grow financially. Also the
buy multiple pieces at the lower price points and match with one or two items fr
higher price points.
Brand Architecture
Aside from clothing and accessories for men, women and children; Burberr
products include timepieces, eyewear, fragrances, handbags, shoes, umbrellas,
scarves beauty items and home gifts. Burberry operates under four different lab
Prorsum, Burberry London, Burberry Brit, and Burberry Sport for both men and
number of labels is relatively low in comparison to other established, lifestyle b
Fragrances, beauty items and home gifts are not housed under specific labels.
Burberry Prorsum
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Burberry Prorsum is the anchor and power brand within Burberry’s brand p
is the most exclusive and expensive of the all brands. Some of the womenswear
include the dresses, skirts, blouses, and the infamous trench coat. Menswear pr
include eveningwear. This is the only brand in the portfolio to offer handbags/m
accessories and shoes for both men and women. Due to the higher price and run
the Prorsum label is the face of the entire Burberry brand. Prorsum embodies th
both the consumer and company. This label also accounts for the most revenue
portfolio.
Burberry London
While Burberry Prorsum is the power brand, Burberry London is the second
successful label. The success can be attributed to the product mix similarity bet
labels. While the products are similar, the fabrics and silhouettes are slightly di
Prorsum is the runway label, London offers more classic, neutral items. This diff
helps reduce consumer confusion between the labels and allows for both to attr
consumer through different aspects.
Burberry Brit
The Brit label offers more casual, everyday products that are tailored towa
younger target demographic. As a result of the more casual product mix, this br
less popular compared than Prorsum and London. As Burberry strives to further
lifestyle status, the more casual Brit label is necessary. However, the same mar
techniques used for Prorsum and London are not effective for this line. To revita
brand, different marketing strategies (or outlets) should be employed. The new
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should be consistent with the affluent, luxury values of the consumer but focus
younger consumers
Burberry Sport
Burberry Sport is by far the least successful in the portfolio as indicated b
product mix. While Burberry is undoubtedly a lifestyle brand, sportswear is not
associated with luxury brands. The small product mix also implies that the comp
value this label as much as the others. Therefore, consumers feel the same way
large issue with this label is the lack of the infamous trench coat. Practically, it
within an active wear line, but it also dramatically cuts down on consumer inter
Burberry’s consumers enjoy the feeling of exclusivity, and buying general athle
that lacks the easily identifiable Burberry trademarks is a huge drawback. One w
can be revitalized is by only offering clothing for sports attached with the afflue
community such as equestrian and lacrosse instead of the general athletic gear
wears.
Brand Personality, Elements, and Mantra
Although Burberry has a large target market and four labels, it does not ha
multiple personalities. Having multiple brand personalities can confuse the cons
brand has a distinct image that keeps it in good standing with wealthy consume
personalities could make the brand fall from their luxury standing. Burberry is s
and classic across all brand extensions and products. The brand is exciting beca
always in style and continues to update products to fit with the current market.
always stays true to the classic look opposed to the more outrageous and fleeti
general image is that Burberry is reliable and is known for quality products. Con
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would never describe Burberry as rugged; it is always upper class and sophistic
elements that stay consistent within Burberry are the Equestrian Knight “Prorsu
the Burberry check fabric, and the classic trenchcoat. According to the company
is defined by:Britishness, Authentic outerwear heritage, Historic icons: the tren
trademark check and Prorsum knight logo, Democratic luxury positioning, Innov
intuition” (Burberryplc.com)
Competitor Analysis
As previously mentioned in The Giorgio Armani company owned and run by
founder designer Giorgio Armani has earned the much hallowed space in the fas
through its superior design, relevant themes and trends appealing to the curren
customers and by maintaining the aura of a real luxury brand. Dolce&Gabbana i
luxury, authentic and unconventional. A style that expresses new forms of elega
presenting itself as a modern classicism, based on superior sartorial content an
creativity.The strong identity of the Dolce&Gabbana brand has evolved over the
without ever forgetting its roots. An unmistakable style, which, season after sea
strong innovation with the Mediterranean flavour of its origins. A brand whose e
in its contrasting features. Burberry aims to maintain the integrity and vitality o
while continuing to develop a business which remains relevant to ever-changing
consumer tastes. It uses a five-pronged approach strategy; namely “Leveraging
franchise”; “Intensifying the non-apparel development”; “Accelerating retail-le
“Investing in under-penetrated markets”; and “Pursuing operational excellence
parity and points of difference can be seen in the table below:
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POINTS OF PARITY POINTS OF DIFFERENCE
luxury outerwear (burberry)
quality unisex (burberry)
fashionable mens clothing (armani)
expensive womens hand bags (dolce)
durable mens cologne (armani)
flashy
Brand Inventory Assessment
Burberry has extended their brand into many different avenues. They hav
different categories of products. Their women’s wear portfolio has products fro
coats, coats, parkas, quilts and puffers, jackets, tailored garments, shirts, dress
jerseywear, skirts, trousers, denim, swimwear, and lingerie. Their women’s acc
portfolio consists of bags, iconic checks, shoes, wallets, business items, luggag
scarves, jewelry, timepieces, and sunglasses.
Burberry’s menswear items are trench coats, coats, parkas, jackets, tailored ite
eveningwear, shirts, sweaters, jerseywear, trousers, denim, ties, swimwear, spo
undewear. Men’s accessories are bags, iconic checks, shoes, wallets, business
belts, scarves, jewelry, timepieces, and sunglasses. Children’s wear has severa
Baby Girls, Baby Boy, baby bags, girls 2-6, girls 7-14, boys 2-6, and boys 7-14.
extended their brand into makeup as well. There are products for skin, glow, ey
They also have body sprays, perfumes and colognes. Burberry’s final extension
home. Their products consist of throw pillows, blankets, picture frames and car
In order to not become feature fatigued, Burberry does not dabble into an
everything. There is extensive research into what fields to create products in a
effort not to saturate the market with a plethora of products, therefore decreas
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exclusivity of the brand. Styles are always fresh and new with no comparison to
brands to keep the originality of the Burberry brand.
F. Brand Exploratory
Market Observation
In order to increase investor and consumer knowledge of Burberry’s growt
market the company has gone the extra compile a market report that talks finan
can be understood by everyone. The website burberryplc.com has all the inform
annual finance report would have and more. It clearly defines the mission, strat
implementation of the company in order to increase its market share. The site a
graphs, facts, and figures related to company performance and growth.
In a random survey conducted by our group the market observations of co
was rather weak, although all of the company information is public. The general
that they could not give insight on how the company was doing in the marketpla
believe this to be due to the fact that generally consumers do not go out of thei
a companies financial information nor do they place great importance on it. Typ
consumer knows the financial status of a company it is because it has recently b
news, and usually this is not for the company’s accomplishments but rather the
Brand Awareness and Association Assessment
Burberry has extensively enhanced the depth and breadth of brand awaren
through its multichannel marketing system. With a broad age range of target co
“multichannel campaign allows brands to target and connect with their affluent
more often and more convincingly” (Lamb, Burberry chooses multichannel mark
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weather-focused Spring/Summer ads, 2011). According to Chris Ramsey, preside
Affluent Insights, Miami states that “multichannel marketing is useful to affluen
because they are online and they expect their brands to be there, too” (Lamb, B
chooses multichannel marketing for weather-focused Spring/Summer ads, 2011
The contributions of Twitter and Facebook make it easier for companies to
the strength and favorability of brand associations. In 2011, Burberry ended the
five million Facebook fans and over four million views on their Youtube Channel
plc, 2011) To date, Burberry has almost 800,000 followers on twitter. Over the
years, the brand has continually found innovative ways to market their brand th
platforms. For the Spring/Summer 2012 collection Burberry tweeted complete lo
before the model appeared on the runway. During the show, Burberry was one o
most popular trending topics on twitter. According to Hall (2011), a representa
Burberry stated that this tactic is “all about gaining mindshare, not selling prod
In the current environment, most people have access to the internet. For t
customers of Burberry, internet access is available through personal computers
tablet pcs and other electronic devices. This means that the target consumers a
frequently exposed to Burberry’s marketing and advertisements through social
other internet websites. In April of last year, Burberry released its mobile-optim
iPhone and Android cell phones. Burberry “maintained its out-of-home presence
of bench-bus, telephone booth and billboard ads worldwide. In addition, Burber
array of creative campaigns that were available in online, print and mobile spac
Burberry is 2011 Luxury Marketer of the Year, 2011). Everyone, (even those con
who are not wealthy but still admire the brand), are exposed in some way to Bu
campaign, greatly increasing the brand awareness and associations for the com
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In our own random survey the brand awareness/association was high for B
Rarely did we find anyone who had never heard of the name Burberry before. Th
common things associated with the brand were the Burberry Check fabric and th
Equestrian Knight “Prorsum” logo. Also commonly associated with Burberry we
fashion shows and ads that are run in print magazines like Vogue.
G. Recommendations
Branding Strategies
Burberry should track the brand on both the product-brand level and the c
branding level. The product-brand level is important to track because it it impor
what consumers want and need. It is also valuable to track product-brand level
sales, do trend research, and to stay present in the high fashion realm. Corpora
important to track because the overall relationship between the consumer and B
crucial to the continued success of the company. Qualitative research should be
focus when it comes to product-brand level assessment. The ZMET approach wil
most effective as it is a totally visual approach and can provide feedback to whe
are aesthetically pleasing. When researching the corporate branding level quan
research will be able to provide the most useful information. Short surveys for c
and non-consumers of the Burberry brand will be able the analyze the brand ima
awareness, and loyalty rates. An interactive way to do this survey using the soc
techniques discussed earlier would be to have followers on Twitter tweet Burbe
stories and concerns and offering an online game testing brand knowledge.
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Brand Marketing Programs
Burberry LLC is on the right track when it comes to their implementation o
marketing programs, therefore it is not necessary to propose a complete new m
program to the company, instead enhancements will be more effective. Social m
most effective way to reach Burberry’s target market. The Facebook page is an
place to showcase new product offerings and give “sneak peaks” for next seaso
can also be used for surveys on customers favorite looks and as a place to voice
concern. Burberry’s use of multiple twitter accounts will prove highly valuable t
media marketing program. Burberry will be able to target its specific regions by
accounts effectively. To have effective twitter accounts in multiple countries the
will need to tailor its tweets to the needs of the people in that area. They will al
show concern for the same things that people in that area are concerned with s
customers will feel like they are “following” a friend on twitter rather than a lar
The country specific Twitter accounts can also be used to tweet pictures of famo
that country wearing the Burberry brand, tweets can also be “random facts” ab
history and cover various Burberry events. ArtoftheTrench.com should not chan
it is already unique to the company and doing well. In order to enhance the site
feature should be added to put a visual to Burberry’s global presence. The site
show how customers in different countries style their trench in order to share id
other customers all over the world. By using the overall social media campaign
the relationship between customers and the company Burberry will be able to e
brand loyalty, broaden its customer base, and increase knowledge. Customers w
identify with other customers through artofthetrench.com and the campaign wi
movement.
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The social media marketing program is effective and not costly to the comp
Twitter and Facebook are free internet services that can be run by a social med
company wouldn’t need to hire any new positions for this because it can fall und
current social media campaign. This will allow for more money to be invested in
events that can be covered on their Facebook, Twitter, and ArtoftheTrench.com
employee training may be needed but ultimately this will be a relatively easy wa
with customers.
The program quality multiplier will be fulfilled through the formats of the v
social media outlets. The clarity of the campaign will be easily conveyed, throug
ads, and short press releases and tweets from the company. The relevance to th
audience is fulfilled through the social media sites as well. The character limit o
provides to a short comment from the company that young people will read and
are easy to be looked at. That’s one of the most important parts of the social m
campaign, to convey a vast amount of information with as little writing as possi
most of the target audience is always on the go. Consistency won’t be hard to f
the social media plan, since it has become so easy to post on the social media w
phones can do it without having to be connected to the internet.
Customer mindset will be heavily influenced by the social media program b
whole purpose of the program is to put Burberry in the forefront of peoples min
connection made between the customer and the company through Twitter, Face
ArtoftheTrench.com will serve as a catalyst for positive customer mindset. Bran
and association will be enhanced through pictures tweeted by the company and
facebook page. ArtoftheTrench.com will serve to enhance the brand attitude an
components. Brand activity will be able to be tracked through all of these websi
allow customers to feel as if they are friends with the company rather than just
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This aspect is very important because it allows the company to seem transparen
consumers and investors are in the know.
The marketplace conditions multiplier is heavily based on the geographica
social media aspects of the program. The customer size and profile is greatly in
region being served. The competitive superiority can be enhanced through conn
the people of the area, which will mostly be influenced through the Twitter acco
Market performance will also vary per geographic region. It is important th
social media program keep up to date on political and economic happenings in v
By doing this the company can promote products that customers in that area ar
to buy at the time. The investor sentiment multiplier will be fulfilled through the
transparency. Investors will be able to see happenings with the company and al
current on company trends and sentiments through its social media. Investors w
able to track consumer reactions as well. This will assist in the evaluation of ma
dynamics, growth potential, etc. Shareholder value will directly reflect both mar
performance and investor.
Secondary Associations and IMC Proposal
Burberry’s brand associations are heavily based on visual recognition. Two way
effectively demonstrate the integration and understanding of Burberry would be
print/web advertisements and an in-store display. Both of these options are ext
and consumers would easily be able to pick up on recognizable Burberry brand e
such as the check fabric and logo.
Burberry consistently has innovative and eye catching print advertisement
the most recent ads seem to only focus on the younger demographic. An advant
standing lifestyle brand such as Burberry is that their target market spans acro
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generations. To rectify this issue, different print/web advertisements should be
attract to all consumers. The theme will remain the same throughout all of the
advertisements to be consistent and tie all of the different advertisements toge
the models and scene set-up will vary according to the targeted age group. The
feature a man and woman like Burberry’s recent advertisements. The four differ
age groups will be roughly based on generation lines: 18 – 25, 26 – 34, 35 – 47, a
55. The segmented web/print advertisements will hopefully convey the message
Burberry has and will always be the perfect brand for the consumer. The older m
feel included and valued as consumers. Through the other versions of the adver
older market will feel a sense of nostalgia. The younger consumers will continue
valued and will be able to see what role Burberry will potentially still have in the
they age. The message will be conveyed completely through images and will fal
Burberry’s classic and affluent image. The desired sentiment from each consum
feel valued. Additionally, different markets will have varying consumer response
Along with men’s and women’s apparel, Burberry also offers home accesso
children’s clothing. An in-store display would be a great way to display these pr
together. The in-store display would consist of an area similar to a nursery disp
Burberry blankets, pillows and pictures. The children’s clothing would be displa
appropriate areas such as the crib or dresser. The component addresses produc
excluded in the print/web advertisement plan. The message of the in-store disp
once again convey the fact that Burberry is a lifestyle brand. The print/web adve
address how the brand is specifically for the consumer. The in-store display will
the brand is also for the consumer’s family. The set-up will inform the consumer
and allow for them to picture Burberry products in all aspects of their life (cloth
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home). Also, the affluent consumers of Burberry would enjoy having recognizab
(such as the tartan), displayed in their home to highlight their wealth.
The new proposed hangtag would look similar to the one picutred below:
Hangtag Front
Hangtag Back
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References
Burberry. (2012). Burberry. Retrieved April 1, 2012, from Burberry.com:
http://us.burberry.com/store/
Data Monitor. (2011). Burberry Group plc Company Profile. Datamonitor.
Burberry. (2012). Burberry. Retrieved February 2012, 21, from Burberry.com:
http://us.burberry.com/store/
"Strategy and Mission." Burberry Plc -. Web. 13 Mar. 2012. <http://www.burberr
bbry/corporateprofile/strmis/>.
us.burberry.com
www.armani.com
www.dolcegabbana.com
"Beverly Center: Burberry." Beverly Center: Beverly Center. Web. 31 Jan. 2012.
www.beverlycenter.com/directory/burberry>.
"Burberry Plc - Strategy and Mission." Burberry Plc - Home. Web. 31 Jan. 2012. <
www.burberryplc.com/bbry/corporateprofile/strmis/>.
Burberry Group plc. (n.d).
"Burberry Prorsum - Designer Fashion Label." New York Magazine -- NYC Guide t
Restaurants, Fashion, Nightlife, Shopping, Politics, Movies. Web. 01 Feb. 2012.
nymag.com/fashion/fashionshows/designers/bios/burberry/>.
Data Monitor. (2011). Burberry Group plc Company Profile. Datamonitor.
Ireland, E., & Ritson, L. (2011, December 7). Fashion Designers Win against Cou
in Recent Overseas Decisions. Web. 31 January 2012. <http://
w3.lexisnexis.com.prox.lib.ncsu.edu/dossier/browse/frameset.do?
prod=CD&ppapi=false&cdcomp=880ee225456428ae6ea93a0cfaa5bd87%3A6_T4
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00&format=GNBFULL&risb=20_T438312001&reportKey=company_topic_report&
2&host=Rosetta_US_Academic>
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APPENDIX
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