„Burberry“ Individual Case Study Analysis Relating To Marketing Problems Facing Business

Introduction. Analysis of Burberry’s position in the market. Impacts of Burberry going up-market on the positioning map. Two methods of Burberry repositioning. Relevance and implications of positioning and repositioning due to Burberry’s successful up-market move. Conclusion. References.

A whole new identity based on the trench coat was created by Christopher Bailey, who turned Burberry from “an ailing rainwear label into a global luxury brand”. The strong position was achieved by applying positioning strategy – process referring to the concept of creation or occupation certain place in consumer’s mind within the specific target market by differentiation the offerings and giving customers a reason for purchase (Baines et al., 2017). In fact, Burberry is a concern on both elements: tangible attributes, design and efficient delivery through the communication channels the new proposition to the same market. Changing the perception of the consumers increased sales: Burberry positioned itself as a successful luxury brand in the Fashion Accessories Industry in 2017 (Mintel, 2018). Due to existing demand for luxury accessories on the market, Burberry made its next move based on “differentiation highlight primarily the symbolic value and appeal to customers’ psychological need to associate themselves with brands that are high on the social hierarchy”. The Burberry brand was framed as a glossy, romantic, modern version of Britishness. Cartner-Morley ( 2017). According to Mintel (2017), 36% of UK customers, especially male consumers would be put off if a luxury brand is too widely available. This is why the element of exclusivity is important when the brand has chosen to focus its strategy on moving more upscale.