illustrated report€¦ · Not only the little black dress make a big profit for Chanel but also the Chanel No.5 perfume which is an endless product of the brand. Therefore, Chanel

Abstract This is an illustrated report focusing on Chanel 2.55 flap bag to perceive the marketing of company in the future. By using the marketing mix tool, product, price, place and promotion to illustrate the trend of the luxury market. In addition, in order to know about the marketing environment, the PESTLE analysis will be also covered in this report. In this way, this report might be helpful to get a conclusion that would be an opportunities or challenge for Chanel to consider in following three year.

Name: Szu-han Wang (Celeste) Student ID: 25156306 Tutor: Amanda Bragg-Mollison

Module: Principles of Fashion Marketing Date of submission: Friday, 20th January 2012

University of Southampton- BA Fashion Marketing Level1- Academic year 2011/12

Illustrated Report Chanel 2.55 Flap Bag

Illustrated report Szu-han Wang (Celeste)

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Table of Contents

INTRODUCTION 3

PESTLE ANALYSIS 5 POLITICAL 5 ECONOMICAL 5 SOCIOLOGICAL 7 TECHNOLOGICAL 7 LEGISLATION 8 ENVIRONMENTAL 8

SECTION ONE: CUSTOMER PROFILE AND MARKET RESEARCH 9 CUSTOMER PROFILE 9 MARKET RESEARCH 10

SECTION TWO: PRODUCT AND PRODUCT LIFECYCLE (PLC) 13 PRODUCT 13 CORE PRODUCT 13 TANGIBLE PRODUCT 14 AUGMENTED PRODUCT 14 POTENTIAL PRODUCT 15 PRODUCT LIFECYCLE 15 NEW PRODUCT LINE 17 PRICING 18 PLACE 19

CONCLUSION 21

BIBLIOGRAPHY 24

WORKS CITED 25


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Introduction

Chanel bag is the one, which was every woman desire to have; especially the Chanel

2.55 flag bag. Chanel brand was established by Gabrielle Chanel who started from a

hat business in Paris around 1910 and expanded her business to clothing, perfume and

accessorises. In the mid-1920s the “little black dress” creates a new look for the

women and became a remarkable design of Chanel. (Astrologo and Schiffer 2007,

p.90) As famous of the little black dress that Chanel gradually found its position,

which are elegance and exclusivity so the prices of the Chanel’s products are high.

Figure.1 Chanel, her life


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Not only the little black dress make a big profit for Chanel but also the Chanel No.5

perfume which is an endless product of the brand. Therefore, Chanel will be look as a

high end and luxury market. This report will be narrow down to the accessorise

market focusing on bag, Chanel bag become popular in 1950s because women in that

period wanted to express a different femininity to the austere war years. As a result,

the iconic Chanel 2.55 bag was birth in that period with the idea of the practical

shoulder bag, which is easier for women to carry on the street. (Cox 2007, p.74) Thus,

the Chanel bags became another target for the fashionable women and gain a high

amount of income for the company. Then by using the PESTLE analysis to illustrate

the micro marketing environment of Chanel 2.55 flag bag in below.


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PESTLE analysis

Political

Nowadays, the fashion market starts to spread to aboard so in order to protect there

own fashion brand so that some countries are still having a high imported tariff such

as China. However, there are may international brands open their boutiques in China

recently that it has already become a biggest luxury market all over the world.

According to the report that Chinese people to buy luxury good in the Europe market

is nearly $50 billions, which is four times sales in China. (Dyson 2011) Therefore, the

high tariff might influence the total sales in China, also like other Asian countries.

The taxes issue might also affect the western countries, for example, the 50p tax rate

in Britain could let the wealthy people to decrease spend on the luxury objects. There

is a journal said that the 50p tax might be cancel after 2015 but before this policy

abolish the high end market still might be impact on it. Generally, the high tariff and

tax rate could halt down the luxury market because those expensive products are

bought by those wealthy people, if they don not get the proper and sensible tax on it,

they might not spend more money on those luxury products. Therefore, it might be a

trend to let those having high tax policy countries to reduce their tariff on the luxury

product.

Economical

Due to the recession in recent years, many businesses have been a slump, however,

the luxury market did not have a big drop in this recession because of the emerging

economies, particularly in Asia. For instant, LVMH has reported a big jump in profits

thank to the luxury goods that there is a high request from emerging economies

countries. (BBC News 2011) Although the economic recession did not impact so


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much on luxury brands, the inflation it is exist because of the oil crisis and the

developing countries, which might affect the luxury goods. It has been shown from

the Graph.1 that the luxury price inflation is incredibly higher than the overall price

inflation in China. As a result, the consumers might not buy those luxury products,

especially for those middle class generations. (Graph.2) On the other hand, it is also

possibly that like Chinese people those who did not because of the high price to stop

buying luxury goods. As the inflation they would like to put their money on those

”valuable” product also could keep it worthy so they might decide to invest the

brand’s stocks or buying luxury products like Chanel bag.

Graph.1 Luxury Consumer Price Index vs. national CPI over last five years Graph.2 Luxury sales difference between top-class and middle-class


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Sociological

Increasing number of countries have turned into aging population society, so there are

more senior in the world especially Europe. “People aged 60 and over make up nearly

25 percent of the European population, compared with 16 percent in the US.”

(Okonkwo 2011, p.608) It might be a problem for those geographers but not for the

luxury market. Since those seniors have high disposable income so they could spend

more money on luxury products. In addition, for Chanel itself it original target

customers are in the age 40s above so will not have a big impact on the brand also it

might cause a positive influence because of the emotional connection between those

seniors and young generations that might give younger consumers a special view of

point toward this luxury brand. Despite of the aging population, the multi-culture also

became another social trend, as the huge Chinese millionaires and the rising Indies’s

market, more and more luxury brands are toward to the Asia marketplace. It might be

a big change for Chanel because it might need to create and fuse some oriental

elements that let Asian more acceptable. However, Chanel bag may not face this

problem because the design of Chanel 2.55 bag is unique and timeless.

Technological

In this century, the social media is massive also it is an important bridge between

company and the customers. First, the magazines are an vital part of the fashion but

nowadays there are more people are using blog, Facebook and Titter to express their

idea when they have any comment on those fashionable product they are promoting it

at the same time. Likewise, Chanel has its own official website giving all the basic

information for the costumers but it is not enough. The customers now are eager to

know more about inside such as the idea of the creation so the Chanel News come for

it. Besides, the common of the smart phone that more customers fancy for getting


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quite click on their phone so Chanel also has its own application for those 3G addict.

Moreover, the online shopping is also another new trend recently and the future but

Chanel have not got an official online shopping link on its website which might be an

extra element needs to be improved.

Legislation

“Trade policies have had the most significant impact on the growth in international

trade and the geography of production.”(C.Mead 2011, p.302) After China reforming

their trade policy, many companies which including Chanel start to relocate their

textile industry in China because of the cheaper manufacturing and shipping costs.

Apart from the cheaper costs, the prosperity of the Asia that the factories developing

into the main market is necessary. However, there is another concern as well,

including the qualities and environmental issue. Additionally, as many factories are

migrate to China led to high-unemployed rate in the developed countries such as

Mexico and Europe. Therefore, Chanel should keep examining their products to

ensure the best quality.

Environmental

It is important to save our energy and material in this day and age so the sustainable

environment became a vital conscious and the responsibility for all of the business

and human. As a result, Chanel launched its “Winted software” for the use of

packaging companies to operate in the cosmetic market that it could reduces the half

of the emissions. (Doran 2011) While it showed that it is for the cosmetic market, it

could be applied in the packaging of the accessories. In addition, increasing of luxury

brands began to create more eco-friendly products; for example, Chanel had released

a shopping bag for customers. Moreover, the Chanel bags are timeless and

exclusivity, which is very lasting so it would not be too waste material.


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Section one: customer profile and market research

Customer profile

Chanel is an international designer brand, which has been well known in 1950s.

Chanel had a high reputation and qualities in its product so the price and is obvious

high that Chanel should be categories as haute couture fashion. (Graph.3) Beside, the

brand identity of Chanel is elegance and classic led to the fact that appealing to

consumers who seek to become more graceful. It has been said by Coco Chanel that

elegance means being beautiful both on the inside and out that is central concept of

the brand; in addition, there are many design was inspired by the femininity as the

rising of the women’s right. As a result, their original target customers might be

middle-aged woman having a reasonable income also independent. However, since

Karl Lagerfeld has been the chairman of Chanel, they expended their customer to

slightly younger. For example, there are many celebrities like to wear Chanel bag to

express their unique style. From those celebrities segmentation could found that the

Graph. 3 Positioning map


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target consumers have expended to modern and fashionable women. (Figure.2) In

addition, Chanel already has long history of the brand so it developed it could keep it

initial market and catch the consumers’ loyalty, therefore, it also mean that it possible

become to have some relationship in the heritage consequence which is more mentally

affect.

Market research

Furthermore, Chanel brand image for the consumers are classic, exclusivity and

quilted lining that might attract more wealthy customers, which could represent their

good taste on fashion. Beside, many Chanel customers are desire to purchase beauty

and high quality living standard which might regard as in high-class society. However,

Chanel bag did not only focus on fashion trend but it also remain its original design

that make it become so timeless. Just as Gabrielle Chanel had said “above all a style.

Fashion passes, style remains.”

In order to get a useful marketing plan so choosing two different companies’ 2010

annual report, which are Burberry and LVMH because these two companies are

Katy Perry, age: 28; Vanessa Hudgens, age: 24; Kirsten Dunst, age: 30 (left to right) Figure.2 Chanel 2.55 with celebrities


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belong to luxury level as Chanel’s competitors that having the similar target

customers. However, there is a big different from these two companies that LVMH is

a group of corporative company including many brands such as Louis Vuitton, Dior,

Fendi and so on. Basically, the character of these reports is quite different that the

report of LVMH is an overview of all group business but according to the Tabel.1, the

fashion and leather goods got the highest profit that might indicate that Chanel could

more devote to investing their products on accessories section than cosmetic. On the

other hand, in the Burberry report contains more detail on their clothing section.

(Table.2) Although, it might be slightly different in these two reports, it has showed

the similar concept to encourage more investors and attract more shareholders to

support them. (LVMH 2010) (Burberry 2011)

In addition, it must be recognised that the overseas market has become a significant

change in these two reports. (Table.3) As this table point out that the retail network

Table.1 LVMH 2010 revenue by business group Table.2 Burberry 2010 Retail and wholesale revenue by product


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will be expanded into other regions not only in the western world especially in the

Asia market. However, comparing to the data could discover some interesting

phenomenon that the total market of Burberry are mainly in the west as the Burberry

has a strong heritage of Britain but LVMH are more in others market; for example,

the totally revenue of LVMH have 16% in Japan because they have designed and

combined the oriental element into their products. Therefore, it is a tricky point for

Chanel to develop new regions because the company should consider about the

culture difference to create their product more acceptable for the new customers.

The reports have expressed a similar viewpoint that the multi-media channel and

sustainable environment will be a direction for companies to make efforts in it in the

future. Hence, Chanel might aim to develop its online shopping and offer much more

convenient location access for consumers. Even though these two reports have

different PR style to promote their company, it have remained accurate figure to

support their future planning in order to make the company more valuable.

Table.3 Burberry and LVM Revenue by geographic region


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Section two: product and product lifecycle (PLC)

Product

The original Chanel 2.55 flag bag was made in February of 1955 so called 2.55.

Nevertheless, the original have been a little changed after 1980s by designer Karl

Lagerfeld. The notable difference is that the lock on the Reissue is the original lock,

which is called “Mademoiselle Lock”, but the Classic one is the “double C” lock. In

order to commemorate the 50th anniversary of the 2.55 so Karl Lagerfeld re-made it in

February 2005. (Dusil 2007) Whatever Reissue 2.55 flap bags or Classic one, it keeps

the legend and value of Chanel to be a global best seller until now.

Core product

2.55 flag bag is an iconic product of Chanel has a high commemoration, which is the

first shoulder bag so it is convenient to carry when women go shopping. In addition,

making a 2.55 bag require a delicate manufacturing process that means it should in a

best quality to stratify the need of customers. Moreover, as the 2.55 flag bag has been

sell over fifty years so the customers might have an exceptional attach with the brand.

Figure.3 Chanel Reissue 2.55 flap bag (left); Chanel Classic 2.55 flap bag (right)


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Tangible product

Perceptibly, the branding is a big reason for customers to buy it because of the high

reputation of the brand. Besides, the design feature might be another justification such

as the quilted leather and the chain shoulder straps, which are a signature of Chanel

products. Also the iconic locking with the trademark gives it tangible value. In

addition, multi-layer pockets inside of the bag let it become more functional.

Although the original 2.55 bags only have four colour but nowadays there are more

choice of colour and sizing for the Classic 2.55. The packaging keeps it simple using

black and white to decorate it that still remains its own sense of quality. (Figure.4)

Augmented product

Chanel is regarded as a luxury brand so it should have high-class serving. In addition,

it is must to have a warranty period that could get the customer loyalty because of the

guarantee. It also give customer knowledge to protect from buying the counterfeit

product through the website. Apart from those services, we can find the new creation

and information through the website or smart phone.

Figure.4 Packaging of Chanel


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Potential product

Even though the Classic 2.55 bags already have had different colour, the Reissue 2.55

only have four colour so it might be an potential to make more colour in Reissue 2.55.

Moreover, it should establish its official online shopping website that makes customer

more convenient to buy the Chanel bag in fear of the counterfeit.

Product lifecycle

It is generally recognised that there are four stages in the PLC diagram. (Graph.4) The

first stage start from launching a new product and then because of the promotion and

popularity that will rapidly make a huge profit in stage two. However, in the end of

the stage three, as the competition and products become unfashionable that the sales

begin to decline and will be gone and make no profit in stage four. It is very true in

most of the product practically in the fashion market but it did not apply on Chanel

2.55 bags. The reason why it did not apply on Chanel 2.55 that Chanel bags making

with a sophisticated process so it will not make a huge stock, therefore, it could

remain it value in high price. (Figure.5) In addition, 2.55 bag is classic and suit for

Profit

Sales

Pre-launch Innovators

Early Majority

Late Majority

Laggards

Time

Sale

s and

Pro

fit Stage1 Stage2 Stage3 Stage4

Graph.4 Product lifecycle diagram


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any type of wearing. It is clear that Chanel bag will be exclusive and did not fit in the

PLC diagram also have good sales for over fifty years.

Figure.5 The 7 steps of making a Chanel handbag


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Section three: new product pricing and channel distribution

New product line

Although Chanel 2.55 bag will not become a laggard, it is still important for Chanel to

launch a new product line because it is very competitive in the fashion industry.

Besides, the fashion trend will be change every season so that the companies should

adopt the new trend to create new product in order to keep ahead of the fashion. For

example, Chanel launched a new product line called “Mademoiselle” in Spring 2011.

This product line remains the quilted leather, which is the iconic feature of Chanel but

also design to be a bowling style bag that makes the bag looking edgy and modern.

Apart from the character of the product, Chanel employed an American actress, Blake

Lively to be their new brand endorsement. Chanel is quite brave to use a young

actress to be their new face because launching a new product line has had potential

risk such as investment cost. Furthermore, Chanel wants to expend their target

customers to younger generation like Blake Lively who is only 25 years old. Whereas,

during the economic rescission it is under high risk that younger generation might not

have extra money to spend on the luxury goods. On the other hand, the brand

Figure.6 Chanel Mademoiselle Bag Campaign


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reputation and designer effect could still get the customer’s loyalty. As a result,

pricing is a significant strategy to a new product line.

Pricing There are many types of pricing strategies for a new product such as prestige pricing,

premium pricing and price skimming. (Kotler et al. 2005, p.688-701) In the Table.4

could find that the same type of bag due to different material and brand having a wide

range of pricing. Especially for the high-end brand like Chanel, the company should

keep their pricing higher and stocking in lower volumes to maintain their exclusivity.

Likewise, the material is play an important part in it which could be seen from the

Table.4 that the leather product will be more expensive than the polyurethane one; in

particular the lambskin leather is much more valuable so that the Chanel bag fixed

their price over 1,500 pounds. Moreover, making a Chanel bag needs high-quality

material and huge artificial skill so the manufacturing costs will be slightly higher

which is the prestige pricing strategy because the high standard could catch the

customers’ loyalty. Also the branding could added “premium” value to the customers

led to Chanel could make their price at 2,100 pounds.

Table.4 Comparing to the different blowing bags


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Place

In spite of the pricing, placing is another element in the marketing mix. Therefore, the

anticipation of the store interior and windows display should be gracious and elegant

in Chanel boutiques matching to its brand identities. Undoubtedly, walking into

Chanel boutique is nice and comfortable because of the considerate service and

exquisite decoration. Before going inside the boutique, the strong black and white

colour with it symbolic logos and fonts might catch the customers’ attention. In

addition, the window display of Chanel is creative and also expressing it

manifestation of classic fashion. Though Chanel did not have an official online-shop

website, it offers customers an E-brochure to catch the new released products.

Figure.7 Chanel boutique at 31 rue Cambon, Paris

Figure.8 Window display at Harrods, London


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As an immortal brand, the distribution channel of Chanel used is indirect marketing

channel but it is a fairly different from high street brands. (Graph.5) As Chanel holds

the principle of giving the best service for customers; it did have too many emerging

retailers to sell their product (exclusive the cosmetic market that has franchise). In

fact, the accessories products only sell in own specialty store and some specific

department store such as Harrods and Selfridges due to Chanel do not want to over

expose the brand to keep their brand value as classic.

Manufacturer Retailer Consumer

Department Store Specialty Store

Overseas Branch

A retail store that carries a narrow product line with a deep assortment within that line

A retail organization is managed by specialist buyers or merchandisers.

Graph.5 Channel of distribution


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Conclusion

According to previous sections, it is fairly certain that the marketing mix elements

have a strong linkage with each other that includes the 7Ps (product, pricing, place,

promote, process, physical evidence and people). Owing to get the competitive

advantage that a brand should acquire its position including the customer

segmentation and target market which have been mentioned in section one. Added to

this, in section two revealing how a product to be characteristic because it is important

for a brand, product or service to be differentiated in a unique way from competitors.

(Posener 2011, p.60) In spite of the product, the marketing strategies for launching a

new product and place element will affect sales and market that have been discussed

in section three. That is meant to be more consumers based that it is important for a

fashion brand to concern more about the consumers need and want. In conclusion, it is

Figure.9 Chanel iPhone application


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important for Chanel to do a marketing strategy and planning in order to adopt the

new trend. In this way, based on the SWOT analysis (Table.5) Chanel might face

some challenge and opportunities in the future.

Table.5 SWOT analysis

STRENGTHS WEAKNESS

1. Prestige of the brand 2. Metal connection with the brand:

loyalty 3. Designer endorsement: Karl

Lagerfeld in charge of the campaign

4. Advertising: using new face of the celebrities

5. High qualities of the product 6. Strong management and design

1. The risk of the new product line 2. Lack of the official online

shopping 3. Not too many distribution

channel: most of the boutiques are located in the mega city

4. In shortage of the human resource: need professional seller

OPPORTUNITIES THREATS

1. Developing new market to emerging countries

2. Opening trade policy could bring more marketplaces

3. Expanding consumer group: middle class women and enlarging age level

4. Marketing innovation: fashion show, social media and website

5. Devoting to the suitable environment: eco-packaging and secondhand market

1. High imported tariff in emerging markets

2. Highly competition with the big companies such as LVMH

3. Overseas problem: diversity culture led to different need and want

4. Currency and cash flow

First, as the globalisation Chanel has been expanded it international market but it

conceals many potential risks such as different shopping behaviour and customs

duties. Although it contain many points need to be considered, Chanel could start

from introducing historical prestige of the brand and combining the local character to

promote their product and increase their overseas market. Second, technology

advanced quickly so the digitalisation certainly became a part of our life; therefore, E-

commerce it is necessary for Chanel that they could get the consumer patterns through

it. Also the revolution of new media might impact on the commercial strategies; for

instance, iPad and Smartphone become popular that consumer might change their


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shopping habit to buy the product through the technology, which is instant and

convenient. However, in order to keep exclusivity of Chanel brand value that it might

not launching on-line shopping website because it regards to the services and product

quality. Chanel could fuse the music and high-tech making an interactive program to

appeal more consumers. Last but no least, the consumer trend has been changing

recently, in that case, consumer groups need to be observed and kept updating.

Besides, consumers in luxury market became more complicate and cross over age-

level widely so customisation is suit for the prospects of Chanel. To sum up, Chanel

must have a clear brand position and target that will not give up their exclusive and

classic statue because of the brand value but it still need to accept the environment

change and new fashion trend. If Chanel can put those points into practice, it will

surely hold its place in luxury market and become more successful.


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Bibliography Astrologo, A., and Schiffer, N., 2007. High Fashion Handbags: Classic Vintage Designs. Schiffer Publishing Ltd. BBC News. ,2011. LVMH profits from luxury goods demand. Retrieved 9 January,2012 from BBC News: http://www.bbc.co.uk/news/business-14301013 Burberry. ,2011. Burberry plc - 2011/11. Retrieved 9 January, 2012 from Burberry official website: http://www.burberryplc.com/bbry/images/icon_pdf.gifB C.Mead. ,2011. Trade policies. In L. Welters, & A. Lillethun, The fashion reader (2nd Edition ed., p. 302). Oxford: Berg. Cox, C. ,2007. Bags: an illustated history. London: Aurum Press Ltd. Doran, S. ,2011. Luxury, Sustainability, PPR & Chanel. Retrieved 9 January, 2012 from Luxury Society: http://luxurysociety.com/articles/2011/03/luxury-sustainability-ppr-chanel Dusil, V. ,2007. Chanel Classic Flap Bag vs. Reissue 2.55. Retrieved 9 January,2012 from PurseBlog: http://www.purseblog.com/chanel-bags/chanel-classic-flap-bag-vs-reissue-255.html Dyson, J. ,2011. Chinese luxury good import tariff change set to boost cashmere market. Retrieved January,2012 from http://ei.wtin.com/article/B67ZAmVSFLY/2011/11/25/chinese_luxury_good_import_tariff_change_set_to_boost_cashme/ Kotler, P., Wong, V., Saunders, J., & Armstrong, G. ,2005. Principles of Marketing (4th Edition ed.). Essex: Pearson Education Limited. LVMH. ,2010. LVMH financial report. Retrieved 9 January,2012 from LVMH: http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/LVMH_RA_2010_GB.pdf Okonkwo, U. ,2011. Luxury fashion branding. In l. welters, & a. lillethun, The fashion reader (2nd edition ed., p. 608). Oxford: Berg. Posener, H. ,2011. Marketing Fashion. London: Laurence King Publishing Ltd., p.60


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Works Cited Figure.1: Picardie, J. ,2011. Chanel, her life. Retrieved 9 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/coco/ Figure.2: Retrieved 10 January, 2012 from blogs: http://www.igeekpurses.co/chanel-2/katy-perry-looks-classy-and-sophisticated-with-chanel-255-purse# and http://instantbeauty.wordpress.com/2007/12/25/my-new-love-chanel-255-purse/ Figure.3: Retrieved 10 January, 2012 from Chanel offical websit: http://www.chanel.com/fashion/7-fashion-accessories#7-bags-chanel-accessories-1,1 Figure.4: Ivy 2009. Retrieved 10 January, 2012 from blog: http://tw.myblog.yahoo.com/jw!tEwngKuLBRSmAEEoVxuHn1G3/article?mid=47006 Figure.5: Retrieved 10 January, 2012 from blogs: http://fashionpearlsofwisdom.co.uk/2009/11/the-chanel-2-55-handbag-history-facts-fakes-and-the-find-of-a-century.html Figure.6: Retrieved 10 January, 2012 from Chanel offical websit: http://mademoiselle.chanel.com/en_GB#/campaign Figure.7: Retrieved 10 January, 2012 from Chanel offical websit: http://www.chanel.com/ Figure.8: Saillant O. ,2011. Outside Harrods. Retrieved 9 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/the-places/ Figure.9: Retrieved 16 January, 2012 from Chanel News: http://chanel-news.chanel.com/en/category/the-places/ Graph.1: Retrieved 9 January, 2012 from Businessinsider: http://www.businessinsider.com/china-luxury-market-inflation-2011-7#ixzz1TILnt0zH Graph.2: Retrieved 9 January, 2012 from economist: http://www.economist.com/blogs/freeexchange/2009/09/march_of_the_handbags Graph.3: Self-made diagram Graph.4: Self-made graph

Graph.5: Self-made diagram

Table.1: LVMH. ,2010. LVMH financial report. Retrieved 9 January,2012 from LVMH: http://www.lvmh.com/uploads/assets/Com-fi/Documents/en/Reports/LVMH_RA_2010_GB.pdf


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Table.2: Burberry. ,2011. Burberry plc - 2011/11. Retrieved 9 January, 2012 from Burberry official website: http://www.burberryplc.com/bbry/images/icon_pdf.gifB Table.3: Self-made comparing table

Table.4: Self-made chart

Table.5: Self-made table