Burberry Brand Repositioning Strategies: A Case Study Analysis

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INDIVIDUAL CASE STUDY

Table of Contents
INTRODUCTION............................................................................................................................. 3
Task 1............................................................................................................................................. 3
TASK 2............................................................................................................................................ 5
TASK 3............................................................................................................................................ 8
CONCLUSION............................................................................................................................... 11
REFERENCES.................................................................................................................................12

INTRODUCTION
Burberry Group Plc is a British luxury fashion house headquartered in England. This distributes
the fashion products such as trench coats, ready to wear outwear fashion accessories and other
products (Phan et al., 2011). The company was established in the year 1856 with the focus on
the development of outdoor attire that can be moved into high fashion market.

TASK 1
Burberry has positioned itself in the staple of both luxury and functionality. This has driven
consistency in the market with the driver of propelling the current position. The importance of
positioning in the market helps in determining the best source through which the target
consumers are circulated marketing messages and compelling on the actions taken by them
(Phan et al., 2011).
The positioning statement of Burberry is to win with the consumer, it is necessary to sharpen
the brand and change the approach to product, customer experiences and communication”.
The positioning of the Burberry in the market is accessible between the mid-level brands such
as Polo and Coach and high end brands such as Armani and Gucci (Straker and Wrigley, 2016).
Figure 1: Product positioning in Market
Source: Straker and Wrigley, 2016
The brand positioning strategies of the Burberry has shift towards ultra-luxury. They have
announced the plans to establish its position firmly in luxury through enduring segment of the
market. The company has gained strong growth by expanding its global luxury retail footprint
into building its leadership in digital and most developed category.
On the other hand, Repositioning is a fool errand for the long run set-up organization. It can
start checking the patterned pot shots at the new directions (Tynan, 2011). Therefore, the old

genetic code of Burberry has focus on the changing its position in the market by offering its
fundamental appeal to naïve at best. Repositioning involves changing of the identity of the
products and relative to the identity of competing products in the collective minds of the target
market. The sales of the Burberry has always been uneven and at a slow pace. Therefore, the
Burberry has focus on repositioning its brand in order to become strong in the market by
improving their sales (Tynan, 2011).
The implications of the business performance of Burberry are that the revenue of the company
has raised the sale to around 10% in the year 2017 (Amatulli et al., 2017). This can direct on the
extending the market price of the products that are sold to lower end retailers and wholesalers.
This can create a new luxury goods and accessories with the range of attracting the high end
customer. The designer brand such as Mulberry, Givenchy, LVMH’s Celine has struggled with
their competent in more effective way. This can create uncertain range of the business
performances through which the market opportunities and business plan can be emerge out in
moving to one direction or different to the one it is has been planned (Amatulli et al., 2017).

TASK 2
Positioning Map
The current position of the Burberry lies in the high low position in the market. The perpetual
range of the score directs on 0.65, 0.55 respectively for the mapping of the Burberry.
Figure 2: Positioning Map of Burberry
Source: Ahrendts, 2013
Change in the result of Positioning Map
The change in the positioning mapping of the Burberry accounts on the rates of the sales of the
product. The brand has reached to 0.78, 0.67 in terms of the high and low end positioning of
the market due to the change in the promotional strategy and market extensive development
(Ahrendts, 2013).

Figure 3: Change in the Burberry Positioning
Source: Bae and Lee, 2015
The positioning of the Burberry has streamline on the twitter and other attractive users to meet
the sneak peak on the Burberry flagship store which has 30 days return policies (Bae and Lee,
2015).
Positioning Map of Gucci and Primark
The positioning map of Gucci and Primark lies in way too different position in the statement.
The brand position highlights on the price and quality of the resources. The Quality and price
range of the Gucci lies between High quality and high price whereas for the Primary it lies on
low price and low quality (Bae and Lee, 2015).

Figure 4: Map Positioning for Gucci and Primark
Source: Peng and Chen, 2017

TASK 3
There are different methods for the brand to achieve repositioning. They are:
 Niche-oriented repositioning
 Segment Oriented repositioning
 Celebrity oriented repositioning
 Change of image-orientation
 Value oriented repositioning
 Up-market technology repositioning
Figure 5: Types of Repositioning Methods
Source: Amatulli et al., 2017
The repositioning of the Burberry brand is extremely extensive as the market has continued to
serve their existing customer (Amatulli et al., 2017). The repositioning of the brand can direct
on the increase in the sales and serving the large target base. The methods that are applied to
Burberry are:
 Segment oriented repositioning
 Change in image oriented repositioning

The segment oriented repositioning directs on the events and campaigns such as Art of Trench,
Kisses Campaign and Acoustic campaigns. The products are endorsed over the different
platform and attract the large target base of the different region (Ahrendts, 2013). The segment
for the Art of Trench was directed to engage customer and enhance the brand popularity.
Figure 7: Art of Trench
Source: Ahrendts, 2013
The Change in the image oriented repositioning has brought revealing change in the brand
image. This has revamp to the iconic album cover of the Burberry. The most recent change in
the image has revealed that the logo has the monogram print and set begin appearing in the
Burberry market.

Figure 8: Change in image repositioning
Source: Phan et al., 2011
The consumers are voiced to disapprove the change but the efforts have proved to bring about
the sustainability in the business of the Burberry in the France market (Ahrendts, 2013).

CONCLUSION
The study provides the in-depth analysis of the Burberry. This has subtle with the range of the
product and services offered to Burberry. This can meet with enhancing the brand image. The
strategies for repositioning the brand image of the Burberry subject to improve the sales of the
organization.