country report on burberry Essay

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

First research objective was to determine whether it is profitable for J.Crew to shift their brand focus to a ‘sustainablity’ business model instead of resuming their position in the fast fashion industry.

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The women's apparel market is highly competitive. With the launch of a new active-wear line from Harrington Collection's, more and more competitors will start to realise the potential value in in producing an active-wear line of their own. The active-wear market is growing so rapidly (expected to double turnover from 2007 to 2009), that eventually all of Harrington's competitors would likely be expected to launch a line of their own, relying on existing brand loyalty and high-scale advertising campaigns to capture market share and move units.

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The U.S. women’s apparel industry market is mature, given that the average growth rate from 2005 to 2007 was 4.66%. Within the industry, there are 6 categories of clothing in which companies compete: haute couture, designer, bridge, better, moderate, and budget. Each category targets customers with different needs and different price ranges, with haute coutre and designer clothing ranging upwards from $10,000 and moderate

The positioning strategy should be driven by the market, rather than by the ambitions of the product champions. The source of the problem is failure to understand how consumers' value product attributes. In all, over-appreciating a breakthrough or new technology that

This gain value and addresses a key decisive achievement factor in the industry (Grant,2010). As position is important to offer convenience and a deep assortment, An extra unique intangible resource would be their brand representation and customer loyalty, this is vital since it can attract or attract consumers and it could be necessary to build the brand image .

The uniqueness of the demographics of BCBG is that the boutiques are only in large cities, which gives the best business because of the large number of people in the areas. As for psychographics of the company, the goal is to provide attire that can be worn straight from work to a night on the town. The target market, being young professional women, can appreciate the designer price zone, because even though they are professional at work, they also enjoy the nightlife and make enough money to maintain their splurges and bills. For this they need versatile, high fashion garments at prices that won't spoil their income. They have a great mix that they market and manage very well.

The company has shown excellent numbers ever since Reiss took over as CEO and is financially in a position to reinvest profits into developing new product lines. Indeed innovation has been the hallmark for the brand and the company has consistently developed products that are not only technologically at the cutting edge but also are up to date in terms of fashion as well.

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

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

International Flavors and Fragrances have a long history before IFF’s name was established in 1958. In 1889 Joseph Polak and Leopold Schwarz from Zutphen, a Dutch town found their first factory. Their success leaded them to open a second factory in approximate 7 years. They continued to flourish throughout the upcoming years and for the first 60 years of the 19th century their fame was unbelievable. It was a period of flavor and fragrances discoveries that served as the mark of what IFF is today. Ameringen-Haebler formed a new partnership in 1929 and for the next 30 years they continued to operate with an emphasis in fragrances. In 1958 Polak and Schwarz together with Ameringen and Dr.HaebIer gave birth to International Flavors & Fragances Inc. The company becomes international at an incredible pace. Throughout the years, IFF has kept their word of producing

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

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