Brand and Burberry Essay

Burberry is a global brand that literally climbed out of the trenches of World War I to become a status symbol of the wealthy and famous. However, by 2007 Angela Ahrendts, who took over the Burberry brand, found that its image had been cheapened by overseas licensing. Ahrendts’ return to centralized brand management, combined with the innovative use of digital and social media to attract millennials, was a brilliant strategy that paid off in huge dividends for Burberry, returning the brand to luxury status.

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.

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

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

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

No two-brand identities are the same and it is crucial to consider what type of clothing the company will supply to its customers. There is a large difference in the way luxury and fast fashion brands operate which translates to how they create and maintain a brand identity. Some of the major differences are that luxury brands do not respond to rising demand because they want their product to be difficult to buy. The role advertising has for luxury brands is not to sell but to create status. Luxury brands do not use the Internet even though the importance of online coordination was just discussed. Finally, luxury brands do not look for cost reductions (Nieto). They still create an identity by creating a personality or an idea that represents the brand,

The project entailed to take on the role of a fashion buyer, to strategically assess the brand “Browns Fashion” a family owned business started by Joan Burstein with her husband Sydney in 1970 based at South Molten Street 27, London. The role involved gaining in-depth knowledge about the brand & studying the market where the brand operates, to identify customer profile; comprehend closest competition; to analyze key fashion trends and as a result ‘Browns Fusion’ capsule range was developed under the parent brand. Therefore, in order to accomplish, a well-defined research methodology was deployed, consisting primary and secondary research methods. (Such as interview, surveys, observations and online resources)

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

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).

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?

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

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

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

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

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.