Burberry

11 important questions on Burberry

What happend in 2001?

Christopher Bailey appointed new creative director

What are the 3 core site of burberry?

product design
brand management
brand distribution

Explain the core site product design?

C Bailey developed coherent design strategy. there were new brands: Burberry Prorsum, Burberry London, Thomas Burberry
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What did burberry by product design?

they were competing in luxury segment without begin priced out on the high street

Explain the core site brand management?

new brand logo and packaging, boosting of fashion cachet: flagship store, presence at fashion weeks, emphasis on editorials.

What is the message of the editorials of burberry ?

visual identity not only mark a product for the shake of distinction but incarnate a certain philohophy in the form of : concepts, values, emotions and narratives.

Explain core site distribution?

limited reliance on licenses: buyback of spanish licenses, renegotiation of japanese licenses

What decisions made burberry to change distribution strategy?

1. closing of all European stores deemed unprofitable or non-core
2. opening of showrooms in all major shopping destinations
3. distribution rights bought back in hk, singapore, australia and korea.

In what is burberry a frontrunner?

with digital retail growth strategy to facilitate unique brand/consumption experiences online

Which models use the photographer of Burberry?

Kate Moss and Stelle Tennant, plotting of new advertising strategy

Who was hired to get everything back in place?

Rose Marie Bravo in 1997

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