Customer Analysis Of Burberry

Burberry Research dossier

Eleanor Sell

Contents

Brand overview

Customer Analysis

Media channels and communication methods

PR timeline and tracking

SWOT

Future Trends

Visual Trends

Evaluation

Brand Overview

Burberry is a British bespoke brand founded by Thomas Burberry in 1856. It’s distinctive tartan pattern has become one of the most common imitated trade mark patterns. Burberry is most famous for it’s trench coat, which was made by the founder Thomas Burberry and the Burberry prorsum horse logo.

The Burberry trench coat was made as an alternative to the heavy serge greatcoats worn by the British soldiers in the First World War. Thomas Burberry was the inventor of the gabardine fabric, which he used in lots of

A faithful Burberry customer that has grown up with the brand may only like some of what the luxury brand has to offer such as bags, scarfs and classic trench coat. According to Pinterest research Burberry customers are in the age band of 25-35 and have high paid jobs with a high income to be able to afford Burberry, this is backed up in a Mintel report saying most customers who buy luxury brands are aged 25-34 (Mintel Report, 2014).

Mintel did some consumer market research in November 2011 on what people think a luxury brand is and who mainly purchases luxury goods. This surprised me as the study showed that 43% of adults buying luxury brands are under 25 years of age (Mintel Report, 2011). This shows that the majority of Burberrys customers could be under 25. In the report Mintel asked 2,000 internet users aged 16+ ‘what defines a luxury brand?’. It is suggested that the majority of people think a luxury brand is defined by ‘the use of higher quality materials and craftsmanship.’

Media Channels and Communication Methods – Infographic

This proves that Burberry is a very successful business and has high awareness as a well-known luxury British company. Burberry’s check tartan pattern and logo is easily recognisable as well as the infamous trench coat, which help keep the brand with its roots and heritage which makes their products unique in comparison to other luxury brands. This also makes the brand easily recognisable within the fashion industry. Nevertheless, this makes the companies infamous products easy to copy. High street stores such as Topshop, French Connection and John Lewis have interpreted their own versions of Burberrys trench coat. The bad side to this is these brands are more easily accessible and have a larger audience due to the fact that they're more affordable. Where as Burberry has a smaller clientele which means they can charge more for their luxury products. Their classic trench coat is selling at £1,295 where as Topshop’s is selling at £75 and John Lewis is selling at £189 (Prices directly taken from retailer’s websites December