Burberry Investigative Report and Competitors

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Burberry is a luxury brand founded in Basingstoke, Hampshire, in 1856 by Thomas Burberry as a family business. In 2002, Burberry became a public company led by Angela Ahrendts. The company operates 260 retail stores and in high-end luxury department stores worldwide. The brand has two headquarters locations in London and New York City.

Growth Profile
The Burberry brand is offered in North America, Europe, Asia Pacific, and South America. In 2006, Burberry had sales of $1292.3 million and net income of $185.1 million. The company expanded to 4,651 employees’ leading to a 12.6% employee growth.

Products and Services
The brand offers womenswear, menswear, childrenswear, accessories, footwear and licensing. Womenswear is the largest department of the brand by 36%. The Burberry signature item is the trench coat for both genders. Services offered to the customer are online view of the brand, catalogue, Burberry gift cards, sending gifts, warranty on product, and returning policy.

Distribution Channels
Burberry distributes products in major consumer markets globally through its retail, wholesale and licensing channels. Retail is Burberry’s primary channel of distribution. The wholesale channel concentrates on key customers. Burberry brand expansion depends on Japanese licenses.

Target Market
The brand maintains a broad appeal across dual gender audience of ages of 18-55+. The customer has an income of $55,000+.

Customer Profile
Burberry targets traditional individuals as well as the new fashion conscious customer. The customer is an individual who is interested in the British style of clean, smart traditional apparel.

Competitive Profile- Competitive Comparison
Ralph Lauren
Ralph Lauren founded Polo Ralph Lauren in 1967. Lauren controls 90% of the public company and the headquarters is located in New York City. The company designs apparel, accessories, fragrances and home furnishing. The brand operates about 290 retail and...
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