administration‚ Burberry customer base were those belonging to class A. By 1990’s its customer base was particularly older males and Asian tourists. When Bravo took office‚ her first worry was the repositioning of the brand and her priority goal was to attract younger customers while retaining Burberry’s customer base. To achieve this goal‚ Burberry has offered a lower-price label designed to appeal to a younger‚ more fashion-conscious customer‚ and has created another label as a way to reinforce Burberry new
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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
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Image : Burberry Title Page Number Executive Summary........................................................................ Context Analysis............................................................................. History and Overview.................................................... SWOT Analysis............................................................ PEST Analysis.............................................................. Burberry and Self
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1. The Burberry brand has be come a symbol of both luxury and durability. The brand has been repositioned to a niche market between cutting-edge fashion apparel‚ like Armani‚ and classic fashion apparel‚ like Polo Ralph Lauren. Burberry has also excelled in the accessories market‚ positioning itself between the Coach and Gucci brands. Burberry does not want to be cutting-edge fashion and at the same time‚ does not want to be viewed as just classic‚ as this market is already saturated with other
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Burberry Burberry has positioned itself well among its competitors as a result of focusing on “functional luxury”. By augmenting its product line to include both fashion and continuity products‚ Burberry can meet the needs of a wider range of customers. The fashion component addresses the latest trends while continuity products maintain the integrity of the timeless and very classic Burberry “feel”. While many of its competitors do offer a complete product line of apparel and accessories‚ some
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1.0 OVERVIEW OF THE CASE 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
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Burberry Introduction Burberry is a UK fashion brand that under the helm of creative director Christopher Bailey has defied the recessions in both the UK and US and global spending slowdowns to become one of the top 100 most valuable brands in the world with a vast product range‚ and an impressive portfolio of worldwide stores. In 2012 it ranked 51st in the FTSE 100 and had a market capitalisation of over 6.5 billion. Burberry’s main competitors are Armani‚ Coach‚ Polo and Gucci‚ their positioning
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BURBERRY Introduction Rose Marie Bravo‚ CEO for Burberry from 1997 until now (2003). Changed company from “heavily reliant on licensing and distribution ”(1997) to “leading luxury brand”(2003) Revenue increase: £225 million in 2000 almost £600 million in 2003. She has been able to successfully steer the company through an initial public offering of 22.5% in 2002. History: Founded in 1856 by 21 year old Thomas Burberry‚ who opened a draper’s shop and soon invented gabardine‚ a waterproof and
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Your Business Assignment – Critical Evaluation of Burberry LTD Focussed on Human Resources‚ Information Management and Knowledge Management. Amy Lawrence 601635 BSc. Business Communications Tutors: Mike Swain and Gwenda Mynott Contents Introduction 2 Burberry Limited 2 Human Resource Management 3 Information Management 3 Knowledge Management 4 Conclusion 5 Bibliography 6 Introduction Considering the impact of Burberrys closure of its Wales plant at Treorchy‚ Rhondda‚
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When it comes to Burberry‚ it is widely believed that this brand is extremely well-known. Burberry is a great corporation with a glorious history. It was established in a small town named Basingstoke in UK by a twenty-one-year-old boy. At the very beginning it was just a small-scale tailor shop. By the year 1870‚ that tailor shop had grown to a large-scale general merchandise store because of its creation and high-quality products. An important year for Burberry was 1891‚ when the firm was formally
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