Luxury Brand Management: Luxury Brands & Creativity
Table of contents
I. Introduction
II. Overview of the Brand
Brand DNA
Product Portfolio Audit
Sustainability Profile
III. Scope of the Market Landscape
Competitive Analysis
Market and Design Trends
IV. Value Proposition
Overview of Brand Extension
Quality Descriptors of the Product
Target Audience
USP
Points of Sale
V. Critical Evaluation
VI. Concluding Remarks
VII. Bibliography
Executive Summary
This paper provides an analysis and evaluation of Burberry brand and heritage trench coat as a Burberry brand extension. The research focuses on company background and history, product portfolio, the brand, market
trends, the creative strategy and product stewardship. The findings note that the turning point in the history of Burberry was the invention of revolutionary fabric gabardine, which was lightweight, waterproof, resistant to tearing and breathable. Due to these features, gabardine suited military needs and was widely used for designing uniform. Today, Burberry heritage trench coat is an integral part of Burberry brand and is one of the major items in the product portfolio. In particular, product portfolio analysis indicates that heritage trench coat has both strong competitive position as well as strong market attractiveness, meaning that Burberry needs to continue developing it. The paper finds that in order to appeal to a wider customer audience, Burberry makes its runway fashion pieces available in stores almost immediately after the fashion shows are over, which is detrimental to limited accessibility as one of the major features of a luxury brand. However, the study indicates that Burberry brand has a unique selling proposition that does not rely on limited access as essential for customer value formation. Burberry perceives its heritage trench coat as a part of brand identity and maintains not only classic models, but classic set of color options as well. Recent improvement of original gabardine and …