Marketing Management Report: Burberry Trench Coats Analysis

This report provides a marketing analysis of Burberry, focusing on its iconic trench coats. It begins with a brief introduction to the brand and its history, highlighting the trench coat as a key product. The report then identifies the product, discusses its historical significance, and provides competitive information, comparing Burberry to other luxury brands like Chanel and Gucci. An environmental scan using the PEST analysis is conducted to assess political, economic, social, and technological factors influencing the market. The report also examines Burberry's market segmentation, target market, and positioning strategies. Finally, it includes a list of references used in the analysis. This report offers a comprehensive overview of Burberry's marketing approach and its position within the fashion industry, providing valuable insights into its strategies and challenges.

Marketing Management

Introduction
 Burberry is considered to be one of the most
prominent brands in fashion industry.
 Burberry have been established in the year of 1856.
 The company has its specialization in making trench
coats for both men and women.
 The company has always astonished their clients with
breathable fabrics.

Continued
 The company have always been focusing its attribute
towards making fashionable outwears.
 It was assumed that due to the water resistant
material, the clothes could have bad fabric texture.

Product Identification
 The product which have been selected for the report
is trench coats.
 Trench coats have been in fashion lately in the
modern era.
 The product have its origin more than 100 years ago.
 It was not the war which produced the fashionable
wear that modern men wears today, it was the muddy
trenches across Europe which gave the name of the
product.

Continued
 The coat generally has a removable liming which is
insulated with the fabric of the coats, and composes
of raglan sleeves.
 The coat would help them cover their uniform form
the mud and the rain.

Competitive Information
 Burberry contributes to a huge portion of the fashion
market.
 Companies like Chanel, Christian Dior, Gucci, Ralph
Lauren, Prada, Louis Vuitton, Hugo Boss, and Tory
Burch. These companies have been a tough
competition of the market.
 The company have huge number of strengths which
would allow them competing with these fashion
tycoons.

Continued
 Trench coats have been a huge success for the
company as it has one of most significant number of
sales from all the products manufactured.
 The brand mostly faces threat from other companies
in terms of pricing.

Environmental Scanning
 The environment scanning could be done with the
help PEST analysis tool.
 The political factor is said for playing a major role in
understanding the market condition.
 The political stability would be initial for making
certain assumptions of the market.
 The level of corruption is also important, which would
initially be maintain the regulations of customs.

Continued
 The macro environment is important in maintain
factors.
 Inflation rate, rate of interest and thee saving rate,
which initially would be contributing to the exchange
rate.
 The socio-cultural factor would be necessary for
impacting the culture of the organization in a
particular environment.
 These factors help in understanding the future sales.

Market Segmentation, target market
and positioning
 Burberry have been an iconic brand which segments the
population on the variables of offering fashionable clothes.
 It has also provided a specific garments to fitness freaks.
 The company has a differentiated targeting strategy, which
helps them in targeting the potential customers.
 The company has positioned as a brand which carry the rich
heritage of the British culture among their customers.

References
 Goworek, H., Perry, P., Kent, A., 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.
 Weston, S., 2016. Branding Burberry: Britishness, heritage, labour and consumption (Doctoral
dissertation, Goldsmiths, University of London).
 Jackson, G. and Ahuja, V., 2016. Dawn of the digital age and the evolution of the marketing
mix. Journal of Direct, Data and Digital Marketing Practice, 17(3), pp.170-186.
 Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2015, June.
LUXURY BRANDS SOCIAL MEDIA MARKETING EFFORTS: INFLUENCE ON BRAND EQUITY AND
CONSUMERS’BEHAVIOR. In 2015 Global Fashion Management Conference at Florence (pp. 68-68).
 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.
 Chow, P.S., Chiu, C.H., Yip, A.C. and Tang, A.K. eds., 2018. Contemporary Case Studies on Fashion
Production, Marketing and Operations. Springer Singapore.

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