Marketing: Burberry Target Audience

When consumers are buying makeup they want to know the value of the product. A consumer knows that when buying a product from a drugstore it is cheaper so this way all the products are each under twenty dollars. However , they might be cheaper but the fragrance might not always smell the best. Not only is the fragrance not the best, but the packaging is not always pretty. On the contrary, consumers also know that buying from a higher end brand and store the prices are dramatically higher but know it is worth it. Unlike drugstore makeup, the fragrance and packaging smell and look elegant. For people who love makeup, most agree that paying for “luxury beauty items” are willing to pay extra money because they know it’ll be worth it .Due to this obvious fact, most of the consumers do not care for how much it is as long as they know the value of the product is very high in satisfaction, they will invest in the product.

Consumers’ tastes and preferences along with fashion trends influence the products in the marketplace. The ability to provide a compelling value proposition

Which according to Machado (2013) “luxury products such as expensive jewelry, branded furniture and designer clothes sometimes have a positive demand;” customers that will shop at Breezy’s tend to use price as a major indicator of the luxury or quality of the products and they are more inclined to buy more Breezy’s goods as the price increase (pp. 64). Most companies will price their product or services according to references prices or the expected price that customer will pay. However, Breezy’s is geared more towards price-quality relationships. As mentioned, this is when price relays the cost of the product to the buyer but it also determines the quality of the product (Machado, 2013, pp. 66).

Most of the expensive things we buy with brand names are highly priced because we are also paying for the brand name. However this can be a weakness if the company has a poor or bad brand image. “For example, 17% profit margin would be an excellent margin for many firms in most industries and it would be considered as a strength. But what if the average profit margin of your competitors is 20%? Then company’s 17% profit margin would be considered as a weakness” (Jurevicius,

The weakness of Burberry is the premium price range of their products. Burberry faces a dilemma. Many consumers love the company’s products such as coats, clothing, and bags but they can’t afford to pay for the full price. Others, like Findlay, could afford the price but aren’t moved enough by it to actually pay out their cash. The pricing of goods or services can represent their quality and desirability.

This is a critical evaluation of the production and consumption of a Burberry trench coat, which will also include a brief history of the trench. The text will cover an evaluation of shape, colour, form and material. It will also cover the processes and materials involved in the production. This will include wider meanings of the trench and its social functions, such as why is the trench coat so popular, and how does it stay that way. And most importantly, it will cover the key problems of which, Burberry might loose their success in the future.

These flagship stores work simultaneously as communication bridges towards the costumers to transmit the vision of the company, and as a booster for restoring Burberry’s strong identity. Especially if we lean on the locations elected: Barcelona, London and New York, which are cities where cutting-edge fashion is more expressive, the installation of this showcases in those locations permits a softer integration of this so used classic brand in the ultimate fashion segment. This way the communication of what the new position of Burberry is (the niche referred before) turned to be faster and clearer. The product line was updated dividing the products into two new categories: continuity and fashion oriented. Continuity products are expected to have a longer life cycle over the years while the fashion oriented ones tend to be available in the market for shorter periods of time as they are trend sensitive and they enter/leave the market whenever the collections are new or old. This new product portfolio satisfies then the cross-generational new concept of the brand. In addition, there were introduced three primary collections: menswear, womenswear and accessories and the brand switched name from Burberry’s to Burberry. In this context the advertising efforts to

In nowadays, buying luxury brands is not only showing a sign of wealth, but also a kind of rewards for people’s hard working. Luxury products sell high market prices because of their designs, brand names, and the qualities. People want to buy luxury products because their quality is better than target brands. For example, the brand like Bottega Veneta is known for its traditional design of leather goods; their handbags are handmade in Italy. Comparing to Bottega Veneta to target brands, Bottega Veneta’s design will not easily out of style, but target brands will easily out of styles because their designs are relatively ordinary. However, in the recent year, some luxury brands’ reputation has gone done because those brands were shifting their factories to other countries and then shipping back to Italy just for the label. Technically, the phrase “Made in Italy” is not really manufacture in Italy anymore, sometimes this product 's qualities are not as good as before. There is a rising concern of whether these luxury goods really match with the expensive price tags.

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 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.

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).

To sum up, there is no easy answer on what should Burberry do next. The

Luxury is very selective and exclusive which there is almost the only brand in its product category. The sense of being sophisticated and having a good taste are based on this definition. The unique attribute of each product category belongs to one brand or it is called “the icon”. Only one brand specializes in one product category, for example, Brioni for men’s suits, Hermès for leather bags, Valentino for women‟s dress, and Guerlain for cosmetics.

Abstract: This study attempted to identify differences in consumer’s pursued values when purchasing counterfeit luxury products using questionnaire and interview data. As brand names and brand logos of luxury goods significantly influence to customer buying behavior, this study focused on logos, an important element of brand and design. The hypotheses concern four value factors pursued in purchasing luxury products: conspicuousness, aesthetic appeal, durablility, and conformity. Data were analyzed using both

influence them to buy such products and which brand of products do they feel are luxurious. We also understood the price range that they feel makes the