Burberry's Marketing Strategies for Fashion Accessories Report

This report analyzes Burberry's marketing strategies, focusing on its fashion accessories. It begins with an introduction to the company, its history, and product lines, including trench coats, ready-to-wear outerwear, and cosmetics. The report then delves into the company's product offerings, emphasizing the use of gabardine and its water-resistant and breathable properties. It explores customer needs and how Burberry has repositioned its brand to target a broader audience by adjusting prices. The report examines the company's competitive landscape, highlighting competitors like Gucci and Primark, and how Burberry aims to gain a competitive advantage through strategic distribution and pricing. The marketing mix of Burberry is analyzed, including product development, such as the introduction of Gabardine. Finally, the report concludes that Burberry has repositioned its brand to increase sales and profits and gain a competitive advantage. References to relevant studies are also included.

MINTEL FASHION
ACCESSORIES
REPORT

TABLE OF CONTENT
■ Introduction
■ Main Body
■ Conclusion
■ References

INTRODUCTION
■ Burberry is a British luxury fashion house
headquartered in London, England. Its main fashion
house focuses on and distributes trench coats, ready-
to-wear outerwear, fashion accessories, fragrances,
sunglasses, and cosmetics.
■ The company was established in 1856 by Thomas
Burberry, originally focusing on the development of
outdoor attire, the fashion house has moved into the
high fashion market, developing a first of its kind
fabric called Gabardine, which is completely
breathable and waterproof, and exclusively made for
the brand

Product-
■ Product is a substance which is manufactured or
sold by the company. The company deals in the line
of clothing and cosmetics.
■ Burberry has some attributes such as gabardine and
quality goods which makes them different from
other brands. It provides the benefits of being water
resistant and easily breathable.

Customer Need-
■ Some of the consumers of the company was unsatisfied
with the product. So they worked up on improving the
quality of their products and after repositioning they lower
the prices of the product so that they can serve to all
segments.
■ Usually they divide them on the basis of demographic
segmentation. The competitors of the company are Gucci
and Primark who have positioned their products for high
class customers as they offer premium products to them.

Company-
■ It is a suitable opportunity for the company as if they
reduce the prices they will be able to increase their sale and
profits.
■ It will help them to earn more share in market and gain the
level of competitive advantage.

Distribution-
■ Burberry distribute them with the help of their
franchisees or third party dealers. It is suitable
according to the audience which the company
has targeted.
■ Price- Company is giving their customers great
benefit of less pricing as it is a great value for
them. Price of the product depends on the
category of the product.

Marketing Communications-
■ Burberry has signed up Romeo
Beckham and they use magazines so that
they can target a large amount of high
class audience.

Marketing Mix of Burberry
■ Product-
■ Burberry specializes in keeping up with the trends and introduce goods which makes
sense in fashion.
■ They are known for their approaches and thinking in a smart manner. In the year 1880
they came up with a product which is Gabardine which has unique features such as it is
water resistant and easily breathable fabric.
■ Collection list of the company includes Burberry London, Burberry Prosum, Burberry
Golf etc. for cosmetics and child wear.

CONCLUSION
■ From the above studies it has been concluded that Burberry has repositioned their brand
so that they can target more people in order to increase the sales and generate more
profits.
■ Apart from this it will also help them to gain competitive advantage in the market

REFERENCES
■ Mitra, S., and et.al., 2016. Programmable Materials (Skintillates)-Final Report.
■ Knošková, Ľ. and Garasová, P., 2019. The Economic Impact of Consumer Purchases in
Fast Fashion Stores. Studia Commercialia Bratislavensia, 12(41), pp.58-70.