Re-Branding Burton Clothing Store

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BA (Hons) Marketing, Design and Communication
Design Principles
Benedict Pyle
N0390721

Assignment 2
Module Leader – Helen Goworek
Contents
* 1.0 Aims and Objectives………………………………………………………………..pg3 * 2.0 Introduction…………………………………………………………………………….pg3 * 3.0 Target Market………………………………………………………………………….pg3 * 4.0 Marketing Strategy………………………………………………………………….pg4 * 5.0 Store Design…………………………………………………………………………….pg7 * 6.0 Recommendations…………………………………………………………………..pg10 * 7.0 Conclusion……………………………………………………………………………….pg11 * Appendix……………………………………………………………………………………….pg12 * References…………………………………………………………………………………….pg14 * Bibliography………………………………………………………………………………….pg15

1.0 Aims and Objectives
Working as a marketing consultant, the task of rebranding retailor Burton has been given. The new design will be ready for launch in January 2013 and will be suitable for the retailer and its target customers. A new marketing strategy and store design will be devised and recommendations will be provided in the following report. 2.0 Introduction

Burton was established in 1903 by Montague Burton who was just 18 when he borrowed £100 from a relative to set-up a Cross-Tailoring Company in Chesterfield. His aim was to provide quality made to measure suits at reasonable prices. The Burton website proclaims that Burton revolutionized this particular industry and is supported by his knighthood, received in 1931 for his efforts in ‘furthering industrial relations and international peace’. (burton.co.uk). In 1997 following the advent of Topshop, Topman, Dorothy Perkins and Evans the group demerged allowing it to focus on its fashion multiples. (arcadiagroup.co.uk). To this day Burton is still a leading provider of high street tailoring and is often considered first choice for reasonably priced suits. However Burton has lost ground remarkably, in terms of its competitive advantage in casual wear, to more recently founded competitors H&M and fellow Arcadia group brand Topman. Research shows that since 2005 Burton had begun to decline in the market and in 2011 only held a weak 4% share of the market, now in 2012 fashion-orientated brands like River Island and New Look have a stronger slant towards the under 25’s. (Mintel.com) 3.0 Target Market

Burton’s target market are males between the age of 15 to 55 who are style conscious and seek affordable garments of both casual and formal wear. Burton will aim to provide a range of up to date outfits that will let the consumer, if desired, to stand out via cutting edge styles or alternatively, obtain a discrete yet effortlessly looked-for appearance. It is a good idea for Burton to skew its marketing toward the younger males in the target audience as they are often the ones who are fashion aware and consequently set trends that others thrive to follow. The psychographic would be students or males recently starting full-time work that enjoy socialising and going out frequently. Behavioural traits of the target market would consist of solus buying at frequent times in the year.

4.0 Marketing Strategy
Using the marketing mix, a strategy has been devised which includes the re-vamping of the current promotional campaign and placing of existing products. It is essential that designers work closely with the creative positions i.e. photographers and graphic designers to produce cohesive work that best suits the target market. 4.1 Place

It would not be cost effective to change the architecture of the store however the store entrance, window displays, store layout and product displays will all be modified to enhance the current appearance. Furthermore, visual merchandising will be used in an ‘attempt to convince the viewer of the value of the object displayed or idea promoted.’ (Pegler, M.J. 1998) Which in theory will change the target markets current perception of Burton products. All of which will be discussed in more detail in 5.0 Store Design. 4.2 Promotion

The current...
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