The story of Burberry started in 1856 when Thomas Burberry, a 21 year old draper's apprentice, opened his own store in Basingstoke, Hampshire. In 1880 he invented the famous gabardine now associated to the Brand's name in customer's unconscious. Burberry was an independent company until 1955, when it was bought by Great Universal Stores (GUS), owners of UK High Street retailers Argos and Homebase. The brand lost its family independence and also its image of innovating house. But in December 2005 Burberry became a part of the Burberry Group that trades today on the London Stock Exchange under the ticker symbol BRBY. "Burberry is now a luxury brand with a distinctive British sensibility, strong international recognition and differentiating brand values that resonate across a multi-generational and dual-gender audience.?
[...] The Burberry action doubled between 2001 and 2005, which represents a considerable advantage for the shareholders (primarily Legal and General, majority shareholder). Source : http://uk.finance.yahoo.com/q/pr?s=BRBY.L 12 Conclusion Burberry is a unique luxury brand. Its famous trench-coat became a mythical object. The company set out again like never and its sales turnover exploded. A new breath has been given and a resolutely renovated image defines now the Burberry brand. The brand announced closing its factory of sports shirts in Treorchy in March small city located in Wales, thus delocalizing 309 employment in China. [...]
[...] So we can say, it has a multi-channel distribution. At the same time there are 260 directly operated stores and concessions thirdparty operated retail locations opened around the world and the brand also sells through a network of wholesale customers. In the financial year March 2006, the Group generated total revenue of £743m across its retail, wholesale and licensing channels. For that period, the Group estimated that the total retail value of products sold bearing the Burberry brand was in excess of £ 2.7 billion. [...]
[...] The woven fabric label created a strong link to the brand's London fashion collection Marketing strategy Using a star: Rachel Weisz is an elegant, modern and intelligent British beauty. The London born actress perfectly embodies the spirit of the Burberry London Woman. Advertising campaign: The images captured Rachel Weisz and Ioan Gruffudd against a backdrop of the city of London. Print layouts included single, spread and three page options. An in-store video was available for use at point-of-sale. Television and cinema spots were available during the fourth quarter. [...]
[...] The wholesale channel allows Burberry to extend its reach to consumers who prefer to shop in multi-brand stores. The group select markets where it doesn't want to invest directly and chooses wholesale partners to operate. Licensing The licensing partners are important in Japan, where the Brand offers a broad range of apparel, accessory and home products. Using this channel, the brand can enhance its positioning in this market. These activities are conducted to improve product quality and design, elimination of products that are incompatible with long-term brand positioning, transition of selected categories to global licensing partners and upgrading distribution in terms of number and quality of points of sale. [...]
[...] This campaign has taken Burberry into a very modern dimension, expressing a new energy. The sales increased significantly, the moment the advertisement appeared The example of Burberry London launch: Burberry's news fragrance for woman. Launch strategy The strategy was based on the idea of launching a new women's fragrance that defines Burberry's London fashion collection and enduring English style. Therefore, the brand decided to capitalize on Burberry's strong association with the city of London and Offer consumers a Burberry product that uniquely merges with fashion and fragrance. [...]
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