Berberry Case Study

1.In 1997, Burberry confront the following problems. -They failed to do demarketing. Burberry grew withal degraded and became so popular carry in the world. As it became trendy, it was licenced in too many categories. However, Burberry failed to control those licensing products price, quality, and design. -Wholesalers change to unofficial distributors, who then sold products without considering the station image. It became the apprehension wherefore Burberry turned to so common brand in Asia. -Burberry has too narrow product line and it paid no precaution to make brisk design, so eventually its client hindquarters become concentrated among older males and Asian tourists. 2. assassins goal - Transform Burberry from a tired overclothes manufacturing business into a luxury life style brand that was aspirational, stylish, and innovative. I.Create natural elevation management group -Bravo cherished to hire people who faced customers directly and know livelong thin gs about customer postulates. II.Re perspective the brand. -Bravo time-tested to turn 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 vernal certified design. III.Updating product line -Hire new design team antiphonal to fashion trends.

-Eliminate old-fashioned designs -Now at that place are third primary collections: womenswear, menswear, accessories IV.Expanding the brand portfolio -Burberry London center label -Thomas Burberry Spain, Portugal -Burberry dark and black labels Japan -Burberry Prosum Emphasize Burberrys new positioning in the ! luxury market. V.Advertising -Hire Mario Testino, Fabien Baran, Pavid Lipman. -Testino advertisement lean with Stella Tenant showed Burberry outerwear in an outdoor setting. This advertising accent Burberrys functionality. -Testino advertising campaign with Kate Moss was a good ensnare to lower the average age of the customer. 3. Burberry had to enter a new product category...If you want to get a full essay, value it on our website: BestEssayCheap.com

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