Burberry is a famous fashion house highlighting the British lineage and heritage. This public company deals with fashionable and luxurious items like accessories, clothing, sunglasses, fragrances and cosmetics. Burberry was founded in the year 1856 by Thomas Burberry in Hampshire, England and has its headquarters in London. The brand name of Burberry is associated with class and style and it has the distinction of being awarded “Royal Warrants” by the Queen Elizabeth II and Prince of Wales. It comes under the 100 most trusted brands of the world. Some of its competitors are as follows
Burberry specializes in fashionable clothes that are appreciated worldwide because of its distinctive designs and exquisite materials. Its Tartan pattern is unique in its design and is associated with Burberry. The trench coat that was designed by the founder himself is still its best selling item. The brand is known for its smart thinking as in1880, the brand introduced “Gabardine” that was a water resistant and breathable fabric. The quality and the durability of the product along with its intricate designs is what make Burberry the best products in the international market.
Burberry collections include Burberry London, Burberry Prorsum, Burberry Golf, Timepieces, children’s wear and cosmetics. The fragrance collection includes Burberry, Burberry Touch, Burberry Weekend, Burberry London and Burberry Brit. Nearly 20% of the sales and revenues are dependent on Menswear whereas the majority is concentrated towards women. Special attention has been given to fabrics and details. The accessories include leather goods like bags for women and wallets for men. Women wear is definitely their main section as half of the revenues are generated from it. The outerwear for children is equally popular amongst the customers.
In essence, the major factors for the success of product in the marketing mix of Burberry is its style, design and quality which makes it a long term successful brand.
Place in the Marketing mix of Burberry
Burberry stores are located in at least five hundred locations spread around the world in fifty countries. The products are sold through global franchises and branded stores and through third party dealers. Their motto is “One Brand, One Company’ and they have effectively utilized their brand assets by coordinating all their stores with efficient and latest available technology. The locations of the stores are very important and influential and prominent areas are chosen so that the premium customers can easily frequent them.
Burberry products are also displayed at many premium departmental stores and outlets. As the boutiques and outlets are very few the company has ties with various online organizations. Some famous online shopping sites have the license to sell the products. Burberry has their own official websites where all the products are displayed and detailed information is provided about them. Interested customers can place their orders that are dispatched at the earliest. The distribution channel is fast and efficient so that no mistakes are made.
Price in the Marketing mix of Burberry
As all the products are luxurious items with excellent craftsmanship and innovative designs, the pricing has to be premium because they cater to a high-class elite zone where money does not matter. What matters is that the quality that cannot be compromised at any cost. The pricing policy of the brand is dependent many factors. Burberry is both a luxury brand and a global company and hence its prices have to be consistent around the world everywhere because price discrimination will result in diluting its brand image. The global marketing team of Burberry is responsible for the pricing strategies after heavy evaluation about the product demand, market research and competitor’s prices.
Promotions in the Marketing mix of Burberry
Promotional activities have always been a core part of Burberry. In 1911, they outfitted Roald Amundsen, the first individual to reach South Pole and later they outfitted Ernest Shackleton and George Mallory. Since earlier time’s, special emphasis have been given on promotional activities. High-class magazines have been selected so that ads can be placed in them and the visual media has been utilized to launch and highlight their products.
In the newest, add campaign, “Romeo Beckham’ has been signed again for the Festive campaign of Burberry. This is a huge scoop for the company and sales have already started climbing up. Last year Romeo Beckham who was then ten year old featured in the Burberry ads with British models Charlotte Wiggins, Edie Campbell, Alex Dunstan, Cara Delevinge and Max Rendell.
The famous photographer Mario Testino photographed the Spring/summer Burberry collection. Earlier some of the famous models for the Burberry promotions are Felicity Jones and Callum Turner, the British actors and the models Jake Cooper and Jourdan Dunn. The famous teenage actor Emma Watson has also been a part of Burberry collections. The promotions have resulted in giving the brand name a global platform.