Burberry
Summary :
Table of Contents
- Burberry's identity before the revival plan.
- History.
- Burberry's identity.
- Situation in 09/2002.
- Evolution and future.
- Burberry's revival with Rose Marie Bravo.
- A new brand design.
- A new brand identity.
- Distribution strategy revisited.
- Expectation and challenges of Burberry.
- Challenges.
- SWOT analysis.
- Specific case of Japan and Asia.
- Bibliography.
Abstract
A distinctive luxury brand with international recognition and broad appeal. Design, source, manufacture, and distribute high-quality apparel and accessories. Great-Britain & position as the authentic British lifestyle brand. Repositioning of the brand: change of name, creation of distinctive advertising campaign, opening of flagship stores, renegotiation and acquisitions of licenses. Turnover of £273.7m (around €390m) for the first 6 months of 2002. Operating expenses increased to 35.6% due to expansion and investment across the businesses. Total retail sales increased by 32% in the first half to £85.6m boosted by the acquisition of 4 stores, 49 concessions and an outlet in Asia. During the first half, the company opened 5 stores, including a flagship in Barcelona, three burberry stores in Heathrow, HK, and Florida, and one outlet store.
See similar documents : Business strategy
1
Decisions of investments in the Stock Exchange - The case study of Burberry
Case study | 05/14/2009 | en | .doc | 5 pages
Latest in the category : Business strategy
4
Differences in outsourcing operations overseas and manufacturing domestically
Term papers | 11/12/2009 | en | .doc | 2 pages
5
Bridging the two ends of a facility chain through empowerment: The context of external and internal customers of the aviation industry
Presentation | 11/09/2009 | en | .ppt | 18 pages
Most downloaded in the last 30 days : Business strategy
1
Strategic analysis of VSM (Viking Sewing Machines) group
Term papers | 09/29/2009 | en | .doc | 9 pages
Change Currency
Our guarantee :
How it works?
Quality guaranteed
Refunds
Secure payment
Who are we ?
