Fashion Accessories Report: Repositioning Burberry in the UK Market

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Fashion Accessories report UK

Table of Contents
1. Explain the relevance and importance of positioning and repositioning for marketers.
What are the implications for the performance of the business if such a move is successful?
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2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning
of the brand will change as result of this process. In presenting map, also identify where
on the map the following brands would be located: Gucci and Primark...............................2
3. Provide two methods which brands such as Burberry might use to achieve repositioning
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References..................................................................................................................................5

1. Explain the relevance and importance of positioning and repositioning for marketers. What
are the implications for the performance of the business if such a move is successful?
The positioning is significant and repositioning for the marketers as the organisation can
improve the branding of the products and services and establish strong roots to attract new
customers. The organisation has to position for new leather products, especially in bags to
attract youths. Positioning in the market has relevancy for the organisation to improve the
presence for the customers. The organisation can attract new customers and increase the
values for products and services (Hassan and Craft, 2012).
However, repositioning is also required as it can help to align the products to the customer
demands, and expectations. New economic markets and potential product quality and price
factors can be considered to attract marketers. The business has the importance of positioning
to optimise the return on investment and increase the coverage to the market. Also,
positioning is required to understand the market and trends and come up with subsequent
changes in the approaches to achieve profitability (Theng et al., 2013). Burberry has
significance also to increase customer base, manage quality and enhance price balance for
sustainable growth. Therefore, changes according to market trends and alignment of the
promotional content to the customer are required to promote the products effectively for
increasing sales.
The organisation has a strong need for market attraction, product quality and price
improvements and customer retention. If the move is successful for the organisation, the
organisation can achieve high sales and profitability whereas overall customer base and
branding can be improved together to it. Also, the move can empower the organisation to
move toward developing markets including Japan and China where people are more aligned
to lather products in clothing and accessories. The successful move can drive the business
and can increase performance also (Skorobogatykh et al., 2014). Higher reach to the
marketers can empower the organisation to prepare and promote the required content to the
audience within effective time and cost. The organisation has main advantage understand the
market trends and capabilities so that customers, as well as their demands and expectations,
can be integrated into the business for success. The organisation can add more up-markets in
the product categories and can drive the customers toward quality products. However,
success also can help the organisation to expand the business. The repositioning can integrate
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other businesses for scalability whereas positioning can improve the usability of the existing
stores and marketing practices.
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning
of the brand will change as result of this process. In presenting map, also identify where on
the map the following brands would be located: Gucci and Primark
The positioning of the brand in the UK market will impact the organisation for competitive
benefits. The organisation can position in the market with recognisable differences in the
product from the competitors. The organisation has a large customer base, but there is a need
for alignment with changing marketing perception and customer demands. The organisation
can use the product to promote the functionality and capabilities of the brand (Som and
Blanckaert, 2015). Also, marketing communication can be used to identify the position of the
organisation in the market.
The process will change the positioning of the brand. For example, the organisation currently
has a high price and high quality. If the process of positioning and repositioning is successful
for the organisation, the organisation can attract more customer market and efficiently can
serve them with quality products. In such cases, the position of the organisation will move
from high price and adequate quality (Theng et al., 2013). It is because; the organisation will
have the benefit of the branding so that customers can be retained easily in the business. High
price can help the organisation to achieve a competitive return on investment and branding,
but adequate quality also encourages the customers to support the business.
Gucci is leading for leather products, especially the bag and other accessories. The
organisation also has an effective reach to the customer market in the UK, Japan and other
countries. The gap of Burberry with Gucci in position map shows that the organisations are
not so far in the competition. Therefore, management of the competitive difference in product
and positioning in the market is essential. At another side, the organisation has competition
with Primark for low cost and quality products.
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Figure 1: Position map
3. Provide two methods which brands such as Burberry might use to achieve repositioning
Customer engagement
Burberry organisation can use customer engagement strategy to achieve the repositioning of
the brand value in the market. By applying this method, the organisation can effectively
communicate with the external stakeholders such as- customers by using the correspondence
channels. The communication among the organisation and its customers can be presented in
the form of interaction and reaction, and that affect the customer experience with the
Burberry (Venkatesan, 2017). The organisation can use the online channels or offline
channels to get engaged with the customers because through these channels they can share
details of the products and services with their customers. With the help of the social media
channels or blogs, the organisation can communicate and connect with their customers
through which customer base of Burberry can be increased in the market, and that helped
them to reposition their brand image in the competitive market.
Brand identity
Brand identity method can also be adopted by Burberry in which they need to use the various
attracting ways to present their brand name or identity in the market. This method is
considered as the collection of brands elements related to the Burberry and then create the
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effective or right image of the organisation in front of the customers. To creating the effective
portrait of Burberry in front of the customers, they need to differentiate their strategies and
quality of services with their competitors so that customers will get attracted towards the
advance services of Burberry (Melewar et al., 2017). Then develop the brand design
attractively so that they can provide proper shape to their brand in the market. This type of
strategy will help the organisation to achieve the high competitive benefits in the market and
big customer base with good customer experience.
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References
Hassan, S.S. and Craft, S., 2012. Examining world market segmentation and brand
positioning strategies. Journal of Consumer marketing, 29(5), pp.344-356.
Melewar, T.C., Foroudi, P., Gupta, S., Kitchen, P.J. and Foroudi, M.M., 2017. Integrating
identity, strategy and communications for trust, loyalty and commitment. European Journal
of Marketing, 51(3), pp.572-604.
Skorobogatykh, I., Saginova, O. and Musatova, Z., 2014. Comparison of luxury brand
perception: old (UK) vs. modern (Russia) consumers’ perception toward the Burberry
brand. Journal of Eastern European and Central Asian Research, p.76.
Som, A. and Blanckaert, C., 2015. The road to luxury: The evolution, markets, and strategies
of luxury brand management. John Wiley & Sons.
Theng So, J., Grant Parsons, A. and Yap, S.F., 2013. Corporate branding, emotional
attachment and brand loyalty: the case of luxury fashion branding. Journal of Fashion
Marketing and Management: An International Journal, 17(4), pp.403-423.
Venkatesan, R., 2017. Executing on a customer engagement strategy.
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