The fashion industry is very competitive. Company that venture in fashion should therefore have a proper marketing strategies that will make it have competitive advantage over the other companies. Most companies engaging in fashion have therefore turned to luxury brands being that there is global interest in fashion. Based on the environment that the businesses operate, the target markets and product attributes as well as marketing methods, the companies have embraced luxury brand management and fashion marketing strategies that have made them be on top of the fashion industry. This paper looks at one Burberry as a luxury brand that has been successful despite the challenges that have existed in the fashion market. In this paper an overview of Burberry is given based on its success in the industry. The brand has been outstanding and is defined by the Britishness, independent luxury positioning and heritage as well as history. Compared to other brands in the fashion industry such as Prada, Zara and Ralph Lauren, the brand has been doing fairly well.
Brand’s Brief History
Burberry is a distinctive global luxury brand that was founded in 1856. The group has a British background. Over the years the company has built a strong and outstanding reputation for innovation, design, and craftsmanship (Haig, 2004). The group has much focus on outwear, best known for its trench coats. The company designs, produces as well as sell products under the Burberry brand. The company based in London sources its raw materials from UK and other external suppliers it forms network with. The content of marketing as well as marketing programs; analogue and digital, are internally designed to promote the brand and product features to the consumers. Being that its products are sold globally through proprietary retail shops as well as third party
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