Burberry Brand Positioning Case Study

4026 Words17 Pages

MN341A&B
Autumn Repeat
2014-2015

Burberry Brand Repositioning

Introduction

Founded in 1856, Burberrys story began when Thomas Burberry opened his first men 's outfitters in Basingstoke, England. By the First World War, his business was thriving as Burberry earned a contract to provide the British army with their trench coats. Burberrys contribution to the national cause greatly improved the brands reputation. The ‘Burberry check’ was introduced in the 1920s and became extremely fashionable among the British middle to upper classes. Then when audiences saw it worn by celebrities like Humphrey Bogart in Casablanca and Audrey Hepburn in Breakfast at Tiffany 's, the Burberry trenchcoat gained widespread appeal, among the upper-class in particular. In 1955 they were bought by Great Universal Stores. Burberry’s immense popularity that had run from the 1940s to the 1970s was fading by the 1980s. Society no longer desired to dress like the upper-classes and Burberry’s brand prestige began to fall in the UK. This was partially offset by a surge in sales to the newly rich Japanese and other …show more content…

Dress codes have reflected social attitude of an individual. Appearance is an integral part to how they regard themselves.
Technological:
The effectiveness of the company’s advertising and marketing is heavily changed due to latest technological trends in current advertising. Various new uses of the internet and television that incorporate special effects for advertising may make some products look more attractive than others to consumers.
An introduction into the digital sphere and web in the the current era bring with it new and different ways of doing business. Burberry needed to impose an online presence to compete in the current market.
Through the use of technology Burberry, would need create a platform on social media to integrate into new online communities of

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