Berberry Case Study

971 Words4 Pages
1. In 1997, Burberry faced the following problems. - They failed to do demarketing. Burberry grew too fast and became so popular brand in the world. As it became trendy, it was licensed in too many categories. However, Burberry failed to control those licensing product’s price, quality, and design. - Wholesalers sold to unofficial distributors, who then sold products without considering the brand image. It became the reason why Burberry turned to so common brand in Asia. - Burberry has too narrow product line and it paid no attention to make new design, so eventually its customer base become concentrated among older males and Asian tourists. 2. Bravo’s goal - Transform Burberry from a tired outerwear manufacturer into a luxury life style brand that was aspirational, stylish, and innovative. I. Create top management team - Bravo wanted to hire people who faced customers directly and know whole things about customer wants. II. Repositioning the brand. - Bravo tried to change Burberry brand image from an old males’ brand into a family brand by changing its design & image. - Reinforce tradition and fame functionality as well as match up with new sensible design. III. Updating product line - Hire new design team responsive to fashion trends. - Eliminate old-fashioned designs - Now there are three primary collections: womenswear, menswear, accessories IV. Expanding the brand portfolio - Burberry London – core label - Thomas Burberry – Spain, Portugal - Burberry blue and black labels – Japan - Burberry Prosum – Emphasize Burberry’s new positioning in the luxury market. V. Advertising - Hire Mario Testino, Fabien Baran, Pavid Lipman. - Testino advertising campaign with Stella Tenant showed Burberry outerwear in an outdoor setting. This advertising emphasized Burberry’s functionality. - Testino advertising campaign with Kate Moss was a good effect to

More about Berberry Case Study

Open Document