Burberry Case Study

Casey Huth Chelsea Yocius Sarah Sherman Liz McHenry

BURBERRY PRESENTATION

Casey Huth ➵  Chelsea Yocius ➵  Sarah Sherman ➵  Liz McHenry

Products and Services •  The brand offers womenswear, menswear, childrenswear, accessories,

footwear and licensing. •  Womenswear is the largest department of the brand by 36%. •  The Burberry signature item is the trench coat for both genders. •  Services offered to the customer are online view of the brand,

catalogue, Burberry gift cards, sending gifts, warranty on product, and returning policy.

Distribution Channels •  Retail •  Wholesale Licensing Channels

•  Fragrance •  Eyewear •  Time Pieces

•  Retail is Burberry’s primary channel of distribution.

•  The wholesale channel

concentrates on key customers.

Burberry’s Distribution Channels

•  The Burberry brand is offered in North America, Europe, Asia Pacific, and South America.

•  In 2006, Burberry had sales of $1292.3 million and net income of

$185.1 million. •  The company expanded to 4,651 employees’ leading to a 12.6%

employee growth.

Distribution

Burberry’s Brands

•  Burberry Prorsum – The foundation brand.

•  Burberry London – fashion

forward business wear. •  Burberry Brit – The most

accessible of the Burberry brands, with entry level pricing.

•  Burberry targets traditional individuals as well as the new fashion conscious customer.

•  The customer is an individual who is interested in the British style of clean, smart traditional apparel.

Burberry Menswear

Womenswear

Featured Womenswear Price Point

Featured Womenswear Price Point

Fragrances -Women

•  Burberry Brit is the iconic perfume •  Featured on the website constantly •  Brit & Body are still in competition

with each other •  Both priced the highest

BURBERRY BODY

•  Highest priced perfume •  $115 •  Created in 2011 •  EAU DE PARFUM

INTENSE 85ML

“Top notes of green absinthe, exquisite peach and refined freesia Floral heart notes of natural rose absolute and iris enriched with

warm sandalwood. Sensual base notes of woody cashmeran, creamy vanilla, seductive amber and musk.”

Fragrances -men

•  Burberry Brit for men was created a year after the womens

•  $88

“Heart notes of cedar wood, nutmeg and wild rose add a rich and spicy tone. Grey musk and Tonka smooth out the scent

for a charismatic, effortless scent.”

Burberry- The beat

•  Burberry Beat came out S/S 2012 •  Less expensive cologne in terms of volume/

price ratio

“A blend of geranium and aromatic white thyme composes the fresh heart notes for a spiced, masculine scent.”

Sunglasses

•  All categories average $200-$280

Categories Spark Square Cat-eye Round Aviator Visor

Spark collection

•  Most expensive pair •  $280 •  Only pair that can folded

Burberry Watches •  Both mens and womens highest ranked/priced watches both belong to “The Britain”

collection •  Both mens and womens lowest priced both fall into the same collection called “the

city” collection

The Britain collection (women’s watches)

•  $3,995 •  Highest priced watch •  Swiss Made •  Sapphire crystal face •  Nude sunray dial •  Three-hand LumiNova movement •  Rounded octagonal stainless steel case •  Set with 124 diamonds, 0.68 carats •  Alligator strap in iconic trench colour

•  Two year international warranty

The Britain collection (men’s watches)

•  $1,895 •  Sapphire crystal face •  Matte black dial •  Three-hand LumiNova movement •  Chronograph and date functions •  Rounded octagonal black-plated stainless

steel case with polished bevelled edge

•  Curved stainless steel case back •  Rubberised alligator strap in matte black  

Women’s shoes

men’s shoes

men’s shoes Women’s shoes  

PRICE POINTS //

Hand bags

Hand bags

Company Structure: Product lines

•  Luxury Fashion House: men,

women, and children

•  Fashion accessories

•  Licensed fragrances

•  Beauty

Company Structure

KPI: Total Revenue Growth

   Appeal  of  brand  to  consumers  

Spring/Summer 2007

Fall/Winter 2007

Spring/Summer 2008

Fall/Winter 2008

Spring/Summer 2009

Fall/Winter 2009

Spring/Summer 2010

Fall/Winter 2010

Spring/Summer 2011

Fall/Winter 2011

Spring 2012

Fall/Winter 2012

Spring/Summer 2013

Fall/Winter 2013

•  h3p://www.fashionadexplorer.com/l-­‐burberry-­‐-­‐c-­‐ad-­‐campaign  

•  h3p://www.brandchannel.com/home/post/2013/06/19/Burberry-­‐Kisses-­‐061913.aspx  

•  h3p://businesstoday.intoday.in/story/burberry-­‐social-­‐media-­‐iniEaEve/1/191422.html  

•  h3p://www.vogue.com/voguepedia/Burberry  •  h3p://en.wikipedia.org/wiki/Burberry