psychographics Burberry Essay

Table of Contents

Introduction 3
Burberry personality 3
Burberry and other brands 4
Lifestyles of the brand users 4
Effect of Burberry brand within the broader consumption categories 5

APPENDICES 8
Appendix I – Types of Psychographic Analysis according to Heath (1995) 8
Appendix II – elements of Burberry’s authentic British heritage 9
Appendix III –Product Pyramid after Re-positioning 10
Appendix IV – Burberry competitors’ personalities 10
Appendix V – Lifestyle of Burberry brand users 11
Appendix VI - Broader psychographic profiles of luxury consumers 13

References 14

Introduction

In this paper we explore how psychographic analysis can be useful to marketing established luxury brands such as Burberry in the light of a growing recession as well as changing attitudes to luxury. Moreover, Burberry as well as other brands can no longer conventionally position themselves as advances in technology and internet fragmented traditional audiences and empowered consumers, who are now product savvy and group into smaller and smaller psychographic segments. Adaptable positioning would help communicate the brand to many different audiences so to keep relevancy and psychographic analysis is the tool to achieve it.
Psychographic analysis attempts to measure lifestyles of consumers; in contrast to demographics, such as age, gender, and education, psychographics is a way that marketers tie psychological traits to consumption (Heath, 1995). It is useful for market segmentation, improving positioning of a product or service, and also provides with insights in developing new marketing and communication strategies for brands and its products. Please see Appendix I for different types of such analysis.
Our report provides overview of Burberry personality, analysis of lifestyle of its consumers and shows how psychographic analysis helps to