Burberry Might Be Overlooking Russia

This expansion demonstrates how the luxury industry is now run by massive corporations whose focus is only on growth, visibility, brand awareness, advertising, and most importantly, PROFITS! With growth and expansion, has come a decrease in quality and rarity. The luxury garments produced are mostly not handmade but are even outsourced to large factories in places such as China and Turkey. Also, to meet quarterly turnover projections, “designers churn(ed) out increasingly trendy collections of clothes, handbags, and shoes.” (Thomas, Pg. 246) With hundreds of new stores around the globe the surplus of designer labeled merchandise is immense hence, the proliferation of outlet malls.

Russia’s economy is very complex and also very terrible at the same time. Many other economy’s are also like this but Russia’s is a very interesting thing to learn about. Russia’s economy has many things wrong with it that in the long run could probably affected it in a negative way. But it also has many positive things about it.The negatives and the positives are, in my opinion, are equal in Russia economy.

The consumption of luxury goods in China is mounting sharply. Not only those born to elite families, but also many common people are greedy for luxury brands (China, a Booming

Russia has built a strong, but stagnating economy on several natural resources to include the refinery and export of natural gas and oil. According to the Jim Picht (2014) exportation of natural gas and oil to Eastern Europe account for 70 percent of Russia’s exports and 53 percent of the government’s revenue. Along with exporting oil to Eastern Europe, Russia also exports too many countries to include China and Belarus. Europe fueled majority by Russian supplied natural gas and oil, the dependency of Europe’s need for this natural resource is the reason Russia’s economy is so strong. In 2014, when Russia decided to invade the neighboring country of Ukraine has led Europe to begin searching for other suppliers of their natural resources. If Europe finds other countries to supply the natural resources

The Russian state has been characterized by its strong heritage of powerful, autocratic leadership. This domination by small ruling elite has been seen throughout Russia's history and has transferred into its economic history. Throughout the Russian czarist period, to the legacy of seventy years of communism; Russia has been a country marked by strong central state planning, a strict command economy and an overall weak market infrastructure (Goldman, 2003). Self-interest, manipulation and corruption have all been present in the Russian economy, and have greatly helped the few as opposed to the many. To this day, Russia still struggles with creating a competitive and fair market.

Vera Bradley’ ability to sustain competitive advantage has been cumbersome. Gamble et al. (2015) state that the scope of the firm can help improve the span of their business plan, as well as how far they can expand their reach within market segments. Vera Bradley should invest in expanding in the Chinese market for luxury goods because it has been historically low in demand. The Chinese

An increasing economic interdependence of national economies across the world experiences a rapid cross-border movement of goods, service, technology and capital. Luxury goods industry, serve as one of the most competitive industry, emerging and developing rapidly all the time. To a great extent, globalization promotes the development of luxury goods industry significantly in spite of the big shock hit by several times of economic crisis.

Burberry need to scan their market segments in order to gain the most competitive advantage. Pestle analysis looks at the political, economic, social, technological, legal and environmental factors that affect an organisation providing a ‘comprehensive list of influences on the possible success or failure of strategies’ (Johnson, Whittington, Scholes, 2011). However, the three main changes that focused on in this essay are Economic, Social and Environmental factors. The economy within China is currently very stable; being a part of the 4 fastest growing economies in the world (BRIC: Brazil, Russia, India, China), it has made large strides in recent years in the business and industrial sector. , the country

This behavior brings competitive advantages to the European luxury brands. Moreover, customers in different countries have different purchase behaviors. For instance, some countries’ customers are willing to move away from common recognized brand, because they want to purchase more exclusive products. Furthermore, because of the increasing speed of globalization, people are more likely willing to travel between different countries. These travelers will buy luxury good during their trips. In fact, Chinese tourists contributed over one third of sales in Europe. The luxury goods industry should notice to adjust the actual demand between local people and tourists in Europe

Burberry’s retail distribution is through DOS (comprising flagship and regular price stores), concession, designer outlets and factory shops. The flagship store are important since they act as a showcase for the brand creating a sense of theater through Burberry can promote a lifestyle and its product ranges . The store are also used to trial new products and concepts, and they carry exclusive lines. Burberry flagship stores are normally require upwards of 10,000 square feet of space and are specifically located in exclusive areas of key cities around the world like London, Tokyo , Barcelona , new York etc. A part of its repositioning a number of stores were closed , renovated or relocated according to image and performance. Burberry continues to move from a relatively static, traditional, wholesale structure to a more dynamic, retail culture and mindset. Burberry became more consumer-centric, responsive organization. This move positively impacted on directly operated stores, franchise partners, wholesale customers and licensing partners worldwide.

Membership in WTO was seen as important, in that it helped Russia to lock in reforms still needed and would also bring economic benefits to the country’s economy. There many are the reasons for membership in the WTO. Participation in the WTO grants the member the most-favored-nation status and the protection against unfair trade practices, besides access to new markets. Other reasons include the

Louis Vuitton Moet Hennessy, a luxury goods provider is looking to expand their brand dominance in Asia. In order to expand successfully LVMH must evaluate challenges that may arise and get in the way of their successful expansion. In the Asian market, LVMH must deal with political and cultural uncertainties, the threat of counterfeit products, and the increased cost of products in Asia compared to France.

When Burberry brand became licensed across a range of categories, the price,design,and quality of products were not being looked at anymore. In Asia, wholesalers sold the products to unauthorized distributors, who then sold the products at prices, channels, and locations without respect to the brand image and because of that Burberry started to

LVMH’s brand portfolio is a catalogue of the finest things money can buy. Arnault said, “A Star brand is timeless, modern, fast growing and highly profitable.”[iii] LVMH has positioned its brands strongly in the luxury segment offering more than 50 different brands under their five core competencies. LVMH has been successful through all of their various brands in their portfolio giving them each their independence and creativity. “LVMH is well known for leaving much operational and marketing freedom to the various brands it owns.”[iv] “LVMH has done an excellent job of brand positioning, says Ben Cavender, senior analyst at China Market Research Group. It has succeeded in securing the particularly enviable position of gaining a following among the top percentage of China’s wealthy. As the financial crisis stretches on, LVMH customers in China still have money to spend.[v] “LVMH’s brand imaging, which relies heavily on pushing its European heritage, is so successful that it has benefited other brands by proxy, says Paul French, one of the founders of Access Asia, a group dedicated to tracking regional consumer and marketing trends. “Everyone hangs on the coattails of Louis Vuitton’s brand imaging in China.”[vi]

The last problem we highlighted concerns how to increase the number of customers in the mainland China market . First, we believe that the most relevant issue is a survey amongst customers on the Shanghai Tang brand perception and the 5 luxury brands in their top-of-mind, in order to analyze the competitors that the company has to face in the future.