Burberry Analysis

Burberry is an international luxury brand with differentiating brand values that resonate across a multi-generational and dual-gender audience. Burberry’s wide range of luxury products represents accessibility, style, aspiration and functionality. The two main categories of products that Burberry sells are fashion and continuity. Fashion products are designed to be responsive to fashion trends and are introduced on a collection-by-collection basis. Continuity products have life cycles that are expected to last for a number of years. Burberry also has three primary collections: womenswear, menswear, and accessories. Burberry is positioned in the market with one overwhelming theme -”Functional luxury”. Burberry products are targeted at a broad range of customers. The menswear for instance may appeal to a hip 25-year-old man, a conservative 65-year-old man or to someone in between.
The noteworthy competitors of Burberry are labels such as Polo Ralph Lauren and Armani in apparel, and Coach and Gucci in accessories. Coach’s primary products are handbag accessories. Coach has positioned itself as being more affordable and more accessible to the general population. Polo’s marketing positioning is centered more towards lifestyle and clothing. Polo was a number two player in the top luxury brands and captured the most market share for apparel. However, Polo was lower priced than Burberry. The Polo brand has great brand equity and is very well established in the minds of consumers. Armani, another competitor or Burberry, placed 8th in the top 10 global luxury goods. Even though Armani only focuses on apparel, the brand still maintains a strong luxury position in the market. Gucci also placed in the top 10 global luxury goods. Gucci’s marketing position is more as a fashion label. They captured 12% of the accessory market share and were the highest priced brand for accessories.
Burberry has stayed away from cutting edge fashion and also from being just a classic label.