2.2 Competitors. As Mentioned Earlier, Burberry Positioned

Louis Vuitton “was established in France in 1854 by Louis Vuitton and became known as one of the oldest French luxury fashion houses” in the industry (Pearce & Robinson, 2013, p. 14-2). The firm’s products range from high quality “leather goods, handbags, trunks, shoes, watches, jewelry, and accessories”; manufactured by highly skilled and expensive laborers in France (Forbes.com, 2016). In addition, Louis Vuitton market their products “in 50 countries with more than 460 shops and generates more than €7-billion ($9.5-billion U.S.) in annual sales” (Wendlandt, 2013).

Another challenge for Louis Vuitton is the market and brand dilution as it has already entered and successfully fit in the Japanese market. The products have already maintained the “acceptable” group, and the company has become to feel difficult to increase the revenue. The figure provided in the case showed that nearly half of the Japanese have Louis Vuitton-monogrammed items by the time of 2007. This seemed to make LV prevalent but not luxury any more. To maintain its brand image, it is

Price is an important factor in Burberry as price affects the value that costumers perceive they get from buying a product (Jobber & Ellis-Chadwick, 2012). Burberry uses competitive pricing similar to its competitors which produces a psychological effect on Burberry customers (Jacobson, n.d). If Burberry for example lowered its price dramatically then customers may believe the quality has decreased and may presume it’s not worthy to be named a luxury brand. However by being expensive it suggest better quality and desire to sustain its customers as well as making there products seem exclusive.

Ralph Lauren employs a business level strategy of Focused Differentiation. Differentiation is value as perceived by customers through unique features and characteristics of an organization 's products rather than by the lowest price (“Generic Competitive”, 2017). This is done through providing high quality, unique features, exceptional customer service, innovation, or advanced technology, etc. (Baba, 2015). RL’s focus on differentiation is described best on their own website when they state “Ralph Lauren is one of the world’s premier luxury lifestyle brands, universally recognized and associated with distinct design and quality” (“Ralph Lauren Investor”, 2017).

The Tory Burch company was founded just over a decade ago in Manhattan. Tory Burch, the founder and CEO wanted to offer women like herself, a lifestyle brand that was high-end and luxurious, but was at lower price point that most traditional luxury retailers. Not only are the Tory Burch pieces trend-forward and fun, but they are also timeless and are easy to incorporate into any women’s wardrobe (“Tory Burch embraces”, 2012). A wide variety of product offerings in addition to personalized customer service both online and in-store have helped create a loyal consumer base for the brand. The company’s mission statement is to be an “attainable luxury, lifestyle brand defined by classic American sportswear with a diverse sensibility” (Chung, 2013). Tory Burch realized early on that there was a certain niche market that was not being targeted: one that like designer clothing, but did not want to pay the high prices and she sought out to fill that void with her own clothing line. Tory Burch as a company and brand values their customers and shows their appreciation by offering them a variety of different products all at attainable and reasonable prices.

Fashion has been around ever since ancient times, since the time of the Romans, it survived the world wars and is yet today a business with rapid changes. Fashion started off as an art form, a way for the riches to show their social status with unique and innovative designs that only they could afford. It was a way to separate the social classes of the society. In this paper I will include the creator of haute couture, and how the following designers developed couture, as well as having leading names in today’s ready-to-wear industry. The list is long, but I chose to focus on the three most important designers of the modern fashion industry.

There Is a similar relation among the clothes. Several customers shop there based on the quality and prices as well as the features associated with the products. An advantage of the store is that it has a wide product mix and various offering in different categories and all these can be located at one place. This attracts a wide variety of customers. In line with their positioning of offering quality, trendy products, the brand is consistently updating its product line. The brand does not focus on innovation but rather on always leading trends. In relation to the product life cycle, clothing has a short life span from the first to last stage as tastes change easily. For this reason, it is important to constantly anticipate consumer tastes and preferences prior to launching a product so as to retain and possibly build customers loyalty. It is also necessary to develop a successful marketing strategy to display product offerings.

When a brand is created, many will ask the questions that haunt all of us trying to start a company. Will it work? Should we stay online or launch a brick-and-mortar store? Will I make profit or fail? These questions arise even more when the company is to start only online. Because of this, e-commerce fashion brands must constantly evolve and expand their styles to maintain the interest of their target customers. Fashion Nova is one fashion brand that manages to stay relevant among its consumers because of their edgy style and quality priced clothing. Fashion Nova was first established in 2010. It gained its popularity from celebrities promoting it on their social media platforms and the fact

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

Burberry Group plc (Burberry) is into the global luxury sector. It works in the designing, marketing and sourcing of outerwear, women’s wear, men’s wear, non-apparel and children’s wear categories. It distributes through a diversified network of retail, wholesale and licensing channels worldwide. The company operates its business in three ways by region, by product and by channel. Burberry distributes its products in Europe, Spain, Americas and Asia Pacific through retail and wholesale channels and with selective license arrangements. In addition, it licenses third parties to manufacture and distribute products using the Burberry trademarks. It categorizes

brand’s decision to assign Mr. Bailey as both the CEO and Creative Officer of the

Her transformation of Burberry had become a text book example of how to transform a business that other luxury brands are sometimes said to be “doing a Burberry” (Financial Times 2004). In 2005 Angela Ahrendts, replaced Bravo as Chief Executive who made changes to Burberry product line by making checks more stable and by focusing more on higher-margin products like handbags and perfumes (Friedman 2011).

The passageway of modernism has introduced innovative components in the development of an individual's personality. The identity character as a social construct is highlighted through the effect that fashion has brought in, experimenting, producing and changing individual identity. The style and appearance of an individual is a portion of the fashion's period and usually refers to the possibility of people to utilize fashion industry products. This takes place just like any other consumer good that can be modified with respect to the prevalent societal codes. The modifications can be made either through surpassing or through copying them. Modern fashions are part of postmodernism. This is in the view of the fact that developments and growth in the fashion industry accompany and express development of the society through embracing postmodernism. Developments in the fashion industry offer options regarding styles, image and clothing through rejecting the options presented in modernism. This paper discusses Versace designs and their relationship to postmodernism.

Due to the indiscreet licensing, the market is flooded with dowdy Burberrys covered with check. Also the credibility of Burberry were damaged by ‘Chav’ generation symbolizing themselves with Burberry check. When Rose Marie Bravo joined Burberry as a CEO in 1997, major department stores Harvey Nichols and Selfridges did not even stock Burberry ranges, and Harrods

The world has become fascinated towards the fashion. The first thing need to be considered is Fashion; it can be behavior, implementing new ideas on clothing’s, hairstyle, decorations and so on which are automatically linked to our day to day activities. In today’s context, fast fashion has become a trend to a fashion industry patterns yet delivered utilizing less costly materials to guarantee a low cost tag. Many companies have been successful and unsuccessful to earn a trust from their customer. For the matter of success level it depends on how innovativeness they are and also applies the principle of supply chain and logistic management activities for the growth of their