BURBERRY

1 Timeline2 Brand Identity model3 Background4 Repositioning Move5 Stylistic Identity

5.1 Iconic Products5.2 Core Products5.3 Inspiration

6 Retail Identity7 Comunication Identity8 Conclusion

Agenda

1856

Thomas Burberry founded Burberry

1879

Invention of gabardine

1914

Producing trench coats to the army

1920

Creation of the iconic Burberry check

1955

Burberry was awarded a Royal Warrant by Her Majesty Queen Elizabeth II

1910

Women's clothing lines added

1970

Burberry opened a New York flagship store at East 57th Street.

1909

Opening of the Burberry store in Paris at 8 Boulevard Malesherbes

2001

Cristopher Bailey New Creative director

1997

Rose Marie Bravo, joined Burberry as chief executive

1904

The Equestrian Knight logo was registered as a trademark

2003

IPO London Stock Exchange

Timeline

British Lifestyle, British fashion culture.

The Trench coat, Black and Beige Check

Trademark, The logo, Craftmanship, Innovation

RETAIL IDENTITY: CONTEMPORARY BRITISH STYLE

ICONIC BRITISH LUXURY BRAND

COMMUNICATION IDENTITY:Contemporany British

lifestyle,high digital focus

Est. 1886, Invention of the Gabardine,

British Army, Outdoor sports, Royal Family

endorssement

Brand Identity Model

BACKGROUND

Background – The authentic british lifestyle brand

All Burberry products containg the quality, credibility, craftsmanship, distinctiveness and inovative apparel characteristics since the creation of the brand. The tradition of the brand goes beyond the invenction of the Gabardine and conection with outdoor sports, explorers and aviators but was able to represent the image of the British elite style.

Repositioning Move

“Expanding the Brand while nurturing its roots” Rose Marie

Bravo

• Clean up of licences• New Marketing and

Merchandizing Structure• Launch of Men`s and Womens

Prorssum line• Fashion Forward and Modern,

iferent forms, collours and Fabrics

90`s - Reinvention or renunciation

• Brand “Hijacking”: Association with hooligans and “chavs”

• Counterfeits• £37m Decrease in sales in

1997• Highly affected by Asion

Economic downturn• Narrow product strategy

Stylistic Identity- Iconic Products

Old Style New Style

- Strong masculine colors representative British

- Monochromatic neutrals: black, brown, gray, white

Colors

- Inclusive of softer, brighter feminine colors representative of a diverse “one world” character

- Wide use of colors depends on seasons

- Waterproof, durable materials- gabardine

- Cashmere, wool, tweed

Fabric

- Silk, raffia, line, linen

- Leather, suede, wool

- Canvas, denim, cotton, washed and gabardine

Massive use of check Patterns

- Different colors and usage of check

- Stripes, plaid, tweed blanket stitch

- Military and sports-inspired designs

- Conservative cuts

Forms- Contemporary and

fashionable design- Ruched chiffon

Burberry historic icons: The trench coat, trademark check, Prorsum knight logo

Stylistic Identity- Core Products

.

DESIGNED BY Christopher Bailey, Spring 2002 – Present Roberto Menichetti, Spring 2000 - Fall 2001COLLECTION TYPES RTW, Menswear, Pre-Fall, ResortSTYLES British, Fashion, LuxuryCHARACTERISTICS No use of check, new fabrics and patterns

DESIGNED BY Christopher Bailey, Spring 2002 - PresentCOLLECTION TYPES RTW, Menswear, ChildrenSTYLES Contemporary Classic British (for weekdays)CHARACTERISTICS Use of check, classic colors and patterns

Prorsum

DESIGNED BY Christopher Bailey, Spring 2002 - PresentCOLLECTION TYPES RTW, Menswear, ChildrenSTYLES British Causal (for weekend)CHARACTERISTICS Modified outwear, use of young colors

DESIGNED BY Christopher Bailey, Spring 2002 - PresentCOLLECTION TYPES RTW, Menswear, ChildrenSTYLES SportyCHARACTERISTICS Functionality, use of technical materials

Non-apparel Product Lines:Beauty, Eyewear, Fragrances, Home, Bags, Shoes, Underwear

Burberry total look- Outwear (Menswear, Womenswear, Chilldrenswear) Leather goods (Bags, Shoes)

Stylistic Identity- Design InspirationLong-term: Burberry heritage and British cultureShort-term: Seasonal inspiration and innovation +

Fall 2012 RTW

“Town and Field”

Spring 2012 RTW “Handcrafts Celebration”

Fall 2011 RTW

“Early Sixties”

Spring 2011 RTW “Heritage Bikers”

Fall 2010 RTW

“Uniforms and Cadet girls”

Spring 2010 RTW “Heritage nostalgia- Military”

Fall 2009 RTW

Spring 2009 RTW

“The arty intellectuals (20’-30’)

“Garden Girls”

Image items

High margins Exclusive

materials Highly emphasized

seasonal stylistic codes: patterns, fabrics, shapes

Stylistic identity – Collection architecture

Burberry Prorsum Women’s coats

Burberry Women’s bags

Core items

Medium margins Seasonal evolution

of iconic designs Wide range of

colors and sizes

Basic items

Entry price Minimum

seasonality/carry over approach

5% 1300

-1800

65% 2000-3000

30% 3200-5000

10% 2000

-1500

0

60%800

-1000

30% 400-600

Stylistic Identity and Distribution channels

.

Image items

Core items

Basic items

Prorsum

Burberry channel mix includes retail (DOS, concessions, outlets, online store) wholesale (multi- brand, travel retail, franchises), licensing

Flagship

Outlets

Onlinestore

Conce-ssions

Image items

Core items

Basic items

Image items

Core items

Basic items

Single line DOS

Travel retail

Travel retail

Franch-isees

Licen-sees

Multi-brand

Standard DOS

Category

Category Other Product Lines: Beauty, Eyewear, Fragrances, Home, Underwear

Top price

Middle price

Entry price

Retail identity

Design: directly controlled by Chief Creative Officer addresses to heritage through British materials and

themes is adapted to the location – totally glocal contemporary with a use of hi-tech materials and extensive lightingVisual Communication: cutting-the-edge digital signage inside and outside the

store no printed POS materials shopping bags transmit the “welcome” message

Burberry currently operates 174 stores, 199 concessions and 44 outlets and leverages 56 franchise stores in 52 countries

Space planning: large shop floor surface circulation concept several doors approachMerchandising: merchandising techniques

drag attention to all lines image items and core

accessories have the highest level of visibility

layout encourages customer to “experience” the product

creative details

Service: iPads to provide

instant information on the inventory

democratic sales assistance approach

Communication Identity

Advertisement Fashion Shows Editorial PlacementFocus on share iconoclastic British

image

Campaigns show a mix of products that present the overall brand image

Underline the luxury status of the brand and generate press coverage

Burberry Prorsum catwalk presented on London Fashion week

Create Brand awareness and establish and reinforce a luxury

positioning

Proactive public relations strategy to maximize the world-wide

coverage and ensure frequent product placement.

Social Media33,454 Subscribers12,575,975 Video Views

1,486 Tweets 902,671 Followers

12,147,155 Likes 232,269 Talking about

WebsiteBurberry world launched in 2010 to provide the complete expression of Burberry, as well the ultimate online luxury shopping experience through a personalized customer service offer that includes the ability to Click to Chat and Click to Call in real time

Contemporary Brand Identity

2010 and 2011 historic years for the company with record revenue, margins and profits…

CEO Angela Ahrendts Burberry 2011 Anual Report

Old and snobby brand with very narrow

products

• Burberry is the leading luxury brand in FacebookBurberry 2011 Anual Report

• Listed on the 50 world’s most innovative companiesFast Company Magazine 2011

• Listed on the 100 Best Global BrandsInterbrand 2010

An Iconic British luxury brand with more

democratic and a wide range of products

• Burberry won the award for Digital InnovationBritish Fashion Awards 2010