Brand and Burberry Essay

earnings this year at the low end of estimates, sending its stock down the most in six

In the case of this report, the product category was fashion tops, was based on the assigned Bardot ‘shredded festival top’. The current marketing situation was established for this product category, specific to the Bardot brand. Our group developed a marketing situation, product situation, competitive situation, distribution situation, and a macro environment situation. The target market was established using analysis from the results of a survey administered

Burberry is uniquely positioned as a classic British apparel brand with high global brand awareness to capture the globalization of consumer demand. Its distinctive luxury brand with international recognition and broad appeal. The company’s outlook for the accessible luxury goods industry remains positive from both a geographic and product point of view. Burberry had become positively hip and popular among a younger demographic. It has a unique history and positioning as the authentic British lifestyle brand and highly successful merchandising and marketing strategy across both appeal and accessories. In 2000 Burberry’s total sales were 225.7 million and by 2003 sales had went up to 593.6 million.

One of the most successful clothing brands in the world, Polo Ralph Lauren has built its success around more than just its line of luxurious designer clothes, but the company is one of the top marketing designers also. It was awarded “ Luxury Brand of the Year” in 2010 by the Luxury Daily. A company that was founded by a man named Ralph Lifchitz, better known as Ralph Lauren of the Bronx, New York in 1968. Since the age of 12, Lauren’s had a strong appeal and taste for looking classy. He would spend the money he earned working with his father after school, purchasing expensive suites. In his latter years, while working for a company called A. Rivetz & Co., Lauren began designing wide ties, the beginning of what latter evolved into the

The mind-set of the company is to put sales and profit second to creating a special style that can change the world through fashion.

Burberry manufactures a fashion catalogue, fragrance and cosmetic collection. The brand maintains a strong British identity and has built a reputation for its authenticity, originality and craftsmanship. It is widely renowned for its trademark checked print trench coat and ‘prorsum’ horse logo. Being a brand that is globally franchised, Burberry has reinforced its brand image defined by authentic British heritage, remaining relevant and ‘current’ within the fashion industry through use of digital media and its core principles of quality and classic style, expressed in the iconic outerwear. 87

The organisation I have decided to propose a new marketing strategy for is Thomas Burberry. This organisation is a distinctive luxury brand with international recognition and broad appeal. They design, source, manufacture and distribute high-quality apparel and accessories. Burberry was founded in Basingstoke, England in 1856; they have a unique heritage associated with Great Britain and position themselves as the authentic British lifestyle brand. From their founding, Burberry have established a reputation for innovation, quality and style through developments such as the invention of gabardine, which the organisation believe was the

The history of Burberry started in 1856 by dress maker Thomas Burberry. His store had developed a reputation for selling a quality range of outerwear By 1870 and the success of Burberry was accelerated with the invention of innovative fabric ‘gabardine’ in 1880

Gucci is a multinational fashion brand based in Italy. The brand specialises in leather goods, clothes, and fashion accessories for both and women aged between 24 and 30 years. Gucci was founded in 1921 in Florence, Italy by Guccio Gucci (Gucci Official Site United States, 2016). The main purpose of this paper is to provide an in depth brand analysis of Gucci. The paper will investigate and evaluate Gucci’s vales and identity, and will discuss how successfully these are reflected by Gucci’s business model, supply chain management, and Corporate Social Responsibility (CSR) activities. In addition to that, the paper will critically evaluate Gucci’s brand identity (identity) in relation to its brand image (external).

Entering the fashion segment, the company can conquer new geographical markets, including places where polo is not played. Given La Martina’s brand image as a well-established maker of quality and high-end goods with a genuine mission, customers are likely to be loyal to the brand and continue to buy the new products. The experienced employees of the company as well as PMG would help to further strengthen the position of the new, more diversified La Martina. Finally, since fashion also varies across geographic locations, designs must be custom made based on the local tastes. This should not be significant problem for La Martina, as it already has experience in catering to individual national markets.

Gucci happens to be one of the most sought after brands in the industry. The latter emanates from the fact that Gucci is classified amongst one of the most successful brands in the fashion industry, owing to the fact that its products are of top-notch quality (Bhasin). Being a household name for quite some time now, Gucci prides itself in having a huge customer base on the global scene especially after changing designers, a fact that contributes greatly to its increase in sales which translate to subsequent profits (Cartner-Morley; Bowles). While it can be arguably said that Gucci is a force to reckon with in the fashion scene, a lot of factors affect the runnings of this company, both internally (micro) and externally (macro

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.

In conclusion Burberry focus’s is not just on its brand name but on the quality and extensive features

In the fashion industry, fashion brands are highly associated with branding, because of the intensive competitive fashion markets. Moreover, fashion brands are self-expressing to some extent (Carroll, 2008). Building creative brand image is important for the fashion brands. In addition, Carroll (2008) said that social responsibility and potential risks are the two aspects related to the fashion brands. Just as

These constitute only a very few of the questions that marketing executives are trying to discern about you, in order to create the type of fashion retail brand that gets you hot under the collar and itching to go shopping. Of course, you instinctively know that fashion retailers like Primark and Gucci are a world apart (not counting the ironic title of ‘Primani’ that has now been applied to our most ubiquitous of high street retailers…). But do you know precisely who these companies are targeting in an attempt to increase footfall through their doors? Are YOU a marketing goldmine for fashion retailers?