Burberry

Type :

Presentation

Slides :

47 slides

Format :

.ppt

Published date :

01/19/2009

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Summary :

 
 

Table of Contents Burberry Table of Contents

 
  1. Burberry's identity before the revival plan.
    1. History.
    2. Burberry's identity.
    3. Situation in 09/2002.
    4. Evolution and future.
  2. Burberry's revival with Rose Marie Bravo.
    1. A new brand design.
    2. A new brand identity.
    3. Distribution strategy revisited.
  3. Expectation and challenges of Burberry.
    1. Challenges.
    2. SWOT analysis.
    3. Specific case of Japan and Asia.
  4. 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.

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