Burberry Case Study.

Jacquelyn Beaulieu

Burberry Case Study

Burberry has been a successful company since its beginning. At the start of the brand the clothing and brand itself was positioned mainly to the middle aged man with a conservative fashion sense. The trench coat was the piece that made Burberry stand out and what added to the brands popularity.

However the real change and in turn success of the company came when Rose Bravo came to Burberry in 1997. She transferred the brand from tired outerwear into luxury goods. She also decreased the number of products in the collections. She was determined to have the Burberry team be the right people. She made sure that the people who were apart of the company were well educated on the brand and skilled in order to create an A list team. This new management and design team had ideas to decrease licensing in order to keep Burberry an exclusive brand in order to increase their net worth and luxurious factor.

Advertising was also a huge part of the change in Burberry. Bravo spent extensive time and money in order to properly advertise the brand. She brought in Kate Moss to be the face of the brand in order for it to gain the attention it deserved. This new demographic that followed models like Kate Moss were getting more interested in the brand and that is when Burberry decided to create accessories that would allow younger demographics to enter the brand in order for them to be able to purchase less expensive items from the brand.  This allowed everyone to have a taste of the brand.

The points of difference that Burberry has are that it is luxury, aspirational and functional. The brand wanted to be known in the industry as accessible luxury. Burberry is known for the classic items like the trench coat that have been popular since the very start of the brand. However in addition to these classics, Burberry has created different collections in order to show their variety as a brand. Burberry London, Blue and Black, Thomas Burberry, and Burberry Prorsum are the different lines within the brand that all have a clear vision and different target market in mind.

Burberry has grown into one of the most known and popular mid-luxury brands in the world. Bravo is a big reason for this success as she turned the brand into success.

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