Preview

Strategy of Zara & Burberry

Powerful Essays
Open Document
Open Document
1313 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Strategy of Zara & Burberry
| | | |

[STRATEGY OF ZARA & BURBERRY] | |

TABLE OF CONTENTS

INTRODUCTION……………………………………………………………….1

STRATEGIES……………………………………………………………………..1

CONCLUSION: COMPARISON ZARA VS BURBERRY…………….4

REFERENCES.……………………………………………………………………5

Introduction
ABOUT ZARA…
Zara started operations in Spain in 1975, and now operates in 74 countries worldwide. Zara is one of the largest international fashion companies and it is owned by INDITEX, one of the world’s largest distribution groups. Their unique business model includes design, distribution, production and sales and they do all this through their retail network, where they think the customer is at the heart of it all. Through their business model, they want to contribute to the sustainable development of society and the environment in where they interact.
ABOUT BURBERRY…

Burberry was founded in 1856 and has become the leading British luxury brand globally. Their business is driven by: design, marketing and retail-led strategies; channel diversity such as: retail, digital commerce, wholesale and licensing; and multi-category competency like: non-apparel, womenswear, menswear and childrenswear.

STRATEGIES
Burberry’s strategy … is divided in five small themes:
Leveraging the franchise:
Through more coordinated use of brand assets and greater integration of its global organization, they have the opportunity to operate more efficiently and effectively.
By marketing innovation: * Brand new website: launching their new Burberry.com site started in the fourth quarter of 2010/11. * Social media: Burberry further built its leadership position amongst luxury brands on Facebook, ending the year with approaching five million fans, as well as almost 200,000 followers on Twitter and over four million channel views on YouTube Intensifying non-apparel development
Non-apparel remains a key driver of growth, contributing 40% of retail/wholesale sales during the year. It has always


References: Kasra Ferdows, Michael A. Lewis and Jose A.D. Machuca. Harvard Business School. Zara 's Secret for Fast Fashion. 2/21/2005. http://hbswk.hbs.edu/archive/465 Burberry. Corporate profile. Burberry Group plc.Registered in England and Wales. 2011. http://www.burberryplc.com/bbry/corporateprofile/strmis/ Press Association. The Guardian. Burberry Factory Set to End Production Today. guardian.co.uk. 29 March 2007. http://www.guardian.co.uk/business/2007/mar/29/8 -------------------------------------------- [ 1 ]. Extract from: http://www.burberryplc.com/bbry/corporateprofile/strmis/ [ 2 ]. Extract from: http://www.burberryplc.com/bbry/corporateprofile/strmis/ [ 3 ]. Harvard Business School. Zara’s Secret for Fast Fashion. 2/21/2005. http://hbswk.hbs.edu/archive/4652.html
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Best Essays

    Burberry Essay
    • 1988 Words
    • 8 Pages

    Burberry Essay

    All inclusive perceived symbol portfolio: the trench coat, trademark check and Prorsum horse logo. Burberry stores are among the best vehicles to impart the full brand message to purchasers. Weaknesses Weak efficiency: Burberry's stock turnover (2.2) is low contrasted with industry models (4.04). For a style mark that has cyclical interest, it is critical to turn over design styles sufficiently quick to meet patterns.…

    • 1988 Words
    • 8 Pages
    Best Essays
    Read More
  • Powerful Essays

    Burberry Investigative Report and Competitors
    • 700 Words
    • 3 Pages

    Burberry Investigative Report and Competitors

    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.…

    • 700 Words
    • 3 Pages
    Powerful Essays
    Read More
  • Good Essays

    Zara's Business Model
    • 336 Words
    • 2 Pages

    Zara's Business Model

    Zara’s business model closely linked customer demand to manufacturing and distribution. Inventory depended largely on the location of the store and what particular customers were buying. They understood that their consumer had a penchant for trend driven pieces, and that marketing and advertising efforts lengthened the lead-time. Thus their marketing budget was usually .3% of revenue, and Zara was able to get high fashion looks in stores while they were still hot. Zara didn’t need to convince their consumers to buy with advertising and marketing efforts, rather they changed 75% of their inventory every three to four weeks, so consumers knew to constantly frequent the store for up to date items.…

    • 336 Words
    • 2 Pages
    Good Essays
    Read More
  • Powerful Essays

    Zara's Counter-Intuitive Business Model

    • 3317 Words
    • 14 Pages

    Zara's Counter-Intuitive Business Model

    become the sole or majority shareholder. However, for small or culturally different markets, itextended franchising agreements to leading local retail companies. For countries with largebarriers to entry and an appealing customer base, Inditex created joint ventures with thepossibility of later buying out its partner. Despite the different approaches used to enter intothe international market, Zara has shown that there is no impediment to sharing a singlefashion culture.Zara, a key subsidiary of its Spain-based parent company Inditex, was established in Galicia,Spain in 1975. The brand provides an alternative outlook to the fashion retail business model byrejecting media advertising and blow-out sales, and maintaining the bulk of its productionprocess in-house rather than outsourcing to low-cost countries. Despite the seemingly counter-intuitive business model Zara operates, it has become one of the leading fashion retailers in theworld.…

    • 3317 Words
    • 14 Pages
    Powerful Essays
    Read More
  • Best Essays

    Burberry's Resources and Capabilities
    • 2572 Words
    • 11 Pages

    Burberry's Resources and Capabilities

    In the past years, Burberry was quite successful, various resources and capabilities having been invested and improved, also different kinds of strategy were applied for its business. In this essay, three main points will be discussed as follows:…

    • 2572 Words
    • 11 Pages
    Best Essays
    Read More
  • Satisfactory Essays

    Customer and Burberry
    • 416 Words
    • 2 Pages

    Customer and Burberry

    The current mission of Burberry is to satisfy customers needs and tastes by continuing to provide high quality and fashionable products that can satisfy the current customers and prospective customers within the niche that Burberry is currently targeting. The prospective mission of Burberry is to maintain the image that they have worked so hard to rebuilt and maintain the consistent…

    • 416 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    Burberry Case
    • 1063 Words
    • 4 Pages

    Burberry Case

    According to Exhibit 13, the respective market shares for Polo, Armani, Gucci, and Burberry are 9.1%, 3.5%, 4.4%, and 5.2%. Coach was not included among the Top 10 Global Luxury Goods Players in general, but specific to accessories, they have an estimated 6% market share compared to Burberry’s 4%. This data illustrates that Burberry is doing quite well. They are one of the Top 5 Global Luxury Goods Players and it appears that they have plenty of room for growth. Unlike many of its other competitors, as mentioned by Rosie Bravo, Burberry has positioned itself as brand that is not only aspirational, but also functional. This best of both worlds quality differentiates Burberry from many of the other players. Under Bravo’s guidance, Burberry now appeals to a wide demographic in terms of age, income, and fashion preferences. However, this might actually be an area of concern because now every firm is a competitor. In essence, Burberry does have a very sustainable competitive position, though it might be wise to shift towards one spectrum (i.e. lifestyle or fashion) instead of straddling between the two.…

    • 1063 Words
    • 4 Pages
    Good Essays
    Read More
  • Satisfactory Essays

    Strength of Burberry
    • 345 Words
    • 1 Page

    Strength of Burberry

    Burberry has strong branding value. Burberry is one of the world’s top 100 most valuable brands and has been announced as the most innovative brand in different times. Burberry is a globally recognized icon which includes the trench coat, trademark check and Equestrian Knight Device. The company’s strong branding is indicated by its strong sales throughout the year. The sales from 2013 to 2014 has increased 12%, which proves the strength of the brand. Burberry maintain the strong brand by creating products which keep brand attributes to the customers of all levels. With the use of media, Burberry connect the customers globally to build a strong brand.…

    • 345 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    Economic Analysis of Burberry
    • 4001 Words
    • 17 Pages

    Economic Analysis of Burberry

    Burberry had built their position in the market since 1856. Burberry Group is a British luxury fashion house, manufacturing clothing and fashion accessories. Its distinctive tartan pattern has become one of its most widely copied trademarks. The company has branded stores and…

    • 4001 Words
    • 17 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Zara vs H & M - Competitor Analysis
    • 1642 Words
    • 7 Pages

    Zara vs H & M - Competitor Analysis

    Zara is a flagship brand of the Spanish retail group, Inditex group. Inditex is the world's largest fashion group, which owns other fashion brands such as Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home, Lefties and Uterqüe. It was founded in 1975 by Amancio Ortega, when he decided to expand his factory in Arteixo by opening a store in La Coruña. Zara has expanded since and currently operates a total of 1,671 stores in continents Spain.…

    • 1642 Words
    • 7 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    country report on burberry
    • 4143 Words
    • 17 Pages

    country report on burberry

    (a)That the work presented for assessment in this Country Report, Amity SAP London is my own, that it has not previously been presented for another assessment and that my debts (for words, data, arguments and ideas) have been appropriately acknowledged…

    • 4143 Words
    • 17 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Burberry Case
    • 2746 Words
    • 11 Pages

    Burberry Case

    What problems might arise in trying to build Burberry into a global brand? What are the dangers inherent in Burberry’s strategy since 1997? What are the challenges in marketing luxury brands?…

    • 2746 Words
    • 11 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Burberry Plc Research Report
    • 5076 Words
    • 21 Pages

    Burberry Plc Research Report

    References: 1. Burberry PLC company annual reports, 2002 to 2010 2. Bain & Company Luxury Goods Worldwide Market Study, 2009 3. Capital IQ financial data, 05 August 2005 4. Barclays Capital European Luxury Goods equity research report, Dec 2009 5. Barclays Capital European Luxury Goods: Soft Luxury equity research report, Dec 2009 6. Google Finance financial data 7. Bloomberg financial data 8. Burberry PLC website…

    • 5076 Words
    • 21 Pages
    Powerful Essays
    Read More
  • Best Essays

    Burberry a Case Study
    • 2300 Words
    • 10 Pages

    Burberry a Case Study

    Considering the impact of Burberrys closure of its Wales plant at Treorchy, Rhondda, and plans to relocate to China this report considers the impact to Human Resources, Information Management and Knowledge Management. Extensive research into the closure from media coverage at the time paints an unfavourable picture of Burberry and their decision and attitudes towards the closure and the unavoidable effects on the 300 workers whose employment was to be terminated. Through discussion of the Human Resource function this report evaluates what processes will be completed during the relocation and how information can successfully be managed. Furthermore considering how using knowledge management strategies facilitated Burberry in transferring knowledge from Rhondda, Wales to China.…

    • 2300 Words
    • 10 Pages
    Best Essays
    Read More
  • Better Essays

    Burberry Case Study
    • 5112 Words
    • 17 Pages

    Burberry Case Study

    Overall, this case illustrates how the former Burberry Chief Executive Director (CEO), Rose Marie Bravo who stepped in as CEO in 1997, has succeeded in revitalising and revamping the company to become more successful in term of profitability and marketability. This case was took place in year 2003 whereby Ms. Bravo had successfully turned around a fading company to a rejuvenated highly profitable company and had gained their competitive advantage in luxury brand after facing disastrous situation for almost two decades (from 1970’s to 1998). She had led the brand to mass market success through marketing mix strategies by developing product diversification, adopting new promotional campaign and expanding new distribution network.…

    • 5112 Words
    • 17 Pages
    Better Essays
    Read More

Related Topics