Summary: Tab Fashion Burberry
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1 burberry
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What happened in 1998?
A bankrupt business about to close it doors. Burberry is one of the leading luxury brands -
When was burberry founded and by who?
burberry was founded in 1856 by thomas burberry. the reputation is based on development of garbardine: tear-resistant, waterproof and breathable fabrics -
what happened during the 40s and the 50s?
the trenchcoat became associated with hollywood film stars. the coat became more populair when audrey hepburn, humphrey bogart and cary grant wearing them. it became slowly an fashion item -
by who was burberry acquired and when
by GUS conglomerate in 1954 -
in which land became the tartan a status symbol?
japan -
Global expansion primary based on?
licensing and distribution agreements -
what was the result of going haywire and give an example?
burberry got ransacked by its own iconicity, leading to tarnished brand image.
Example: lots of products with burberrys name but made by other companies, bad quality. brand image disappears. -
where was the biggest market for burberry and when changes this?
in japan, this changes in 1990s after stock market crash -
what happend in 1997?
the revenues dropped from 62 to 25m pounds -
give internal and external challenges?
internal:
- heavy reliance on narrow base of core products
- retail network in non-strategic locations
- under-investment in corporate infrastructures: marketing, merchandising and product development.
external:
poorly controlled licensing strategy, inconsistencies in pricing, design and quality control.
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