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Casey Huth Chelsea Yocius Sarah Sherman Liz McHenry
BURBERRY PRESENTATION
Casey Huth ➵ Chelsea Yocius ➵ Sarah Sherman ➵ Liz McHenry
Products and Services • The brand offers womenswear, menswear, childrenswear, accessories,
footwear and licensing. • Womenswear is the largest department of the brand by 36%. • The Burberry signature item is the trench coat for both genders. • Services offered to the customer are online view of the brand,
catalogue, Burberry gift cards, sending gifts, warranty on product, and returning policy.
Distribution Channels • Retail • Wholesale Licensing Channels
• Fragrance • Eyewear • Time Pieces
• Retail is Burberry’s primary channel of distribution.
• The wholesale channel
concentrates on key customers.
Burberry’s Distribution Channels
• The Burberry brand is offered in North America, Europe, Asia Pacific, and South America.
• In 2006, Burberry had sales of $1292.3 million and net income of
$185.1 million. • The company expanded to 4,651 employees’ leading to a 12.6%
employee growth.
Distribution
Burberry’s Brands
• Burberry Prorsum – The foundation brand.
• Burberry London – fashion
forward business wear. • Burberry Brit – The most
accessible of the Burberry brands, with entry level pricing.
• Burberry targets traditional individuals as well as the new fashion conscious customer.
• The customer is an individual who is interested in the British style of clean, smart traditional apparel.
Burberry Menswear
Womenswear
Featured Womenswear Price Point
Featured Womenswear Price Point
Fragrances -Women
• Burberry Brit is the iconic perfume • Featured on the website constantly • Brit & Body are still in competition
with each other • Both priced the highest
BURBERRY BODY
• Highest priced perfume • $115 • Created in 2011 • EAU DE PARFUM
INTENSE 85ML
“Top notes of green absinthe, exquisite peach and refined freesia Floral heart notes of natural rose absolute and iris enriched with
warm sandalwood. Sensual base notes of woody cashmeran, creamy vanilla, seductive amber and musk.”
Fragrances -men
• Burberry Brit for men was created a year after the womens
• $88
“Heart notes of cedar wood, nutmeg and wild rose add a rich and spicy tone. Grey musk and Tonka smooth out the scent
for a charismatic, effortless scent.”
Burberry- The beat
• Burberry Beat came out S/S 2012 • Less expensive cologne in terms of volume/
price ratio
“A blend of geranium and aromatic white thyme composes the fresh heart notes for a spiced, masculine scent.”
Sunglasses
• All categories average $200-$280
Categories Spark Square Cat-eye Round Aviator Visor
Spark collection
• Most expensive pair • $280 • Only pair that can folded
Burberry Watches • Both mens and womens highest ranked/priced watches both belong to “The Britain”
collection • Both mens and womens lowest priced both fall into the same collection called “the
city” collection
The Britain collection (women’s watches)
• $3,995 • Highest priced watch • Swiss Made • Sapphire crystal face • Nude sunray dial • Three-hand LumiNova movement • Rounded octagonal stainless steel case • Set with 124 diamonds, 0.68 carats • Alligator strap in iconic trench colour
• Two year international warranty
The Britain collection (men’s watches)
• $1,895 • Sapphire crystal face • Matte black dial • Three-hand LumiNova movement • Chronograph and date functions • Rounded octagonal black-plated stainless
steel case with polished bevelled edge
• Curved stainless steel case back • Rubberised alligator strap in matte black
Women’s shoes
men’s shoes
men’s shoes Women’s shoes
PRICE POINTS //
Hand bags
Hand bags
Company Structure: Product lines
• Luxury Fashion House: men,
women, and children
• Fashion accessories
• Licensed fragrances
• Beauty
Company Structure
KPI: Total Revenue Growth
Appeal of brand to consumers
Spring/Summer 2007
Fall/Winter 2007
Spring/Summer 2008
Fall/Winter 2008
Spring/Summer 2009
Fall/Winter 2009
Spring/Summer 2010
Fall/Winter 2010
Spring/Summer 2011
Fall/Winter 2011
Spring 2012
Fall/Winter 2012
Spring/Summer 2013
Fall/Winter 2013
• h3p://www.fashionadexplorer.com/l-‐burberry-‐-‐c-‐ad-‐campaign
• h3p://www.brandchannel.com/home/post/2013/06/19/Burberry-‐Kisses-‐061913.aspx
• h3p://businesstoday.intoday.in/story/burberry-‐social-‐media-‐iniEaEve/1/191422.html
• h3p://www.vogue.com/voguepedia/Burberry • h3p://en.wikipedia.org/wiki/Burberry