Burberry Report - Research Proposal Example

Burberry Report The brand Burberry was founded in the year 1857 and is an international brand for women, men and children. The main office of Burberry is located in London; however its multiple shops are located all around the world. The brand is famous for its coats but now its offering has expanded from coats to perfume, accessories and glasses. Burberry is now considered to be a leading luxurious clothing brand having a large global business and known for its modern classic style, unique British Heritage and integrity of outwear that is dependent on the principles of quality (Burberry Group PLC (BRBY.L)). Burberry has a number of competitors in the market such as Polo, Armani, Gucci and Coach.

However the firm has successfully positioned itself in the minds of the consumers. The competitive positioning of Burberry is considered to be effective for a long-term (About Burberry). Where the brands like Polo and Armani are focusing more on the apparel market and Gucci and Coach are focusing on accessories; Burberry has successfully penetrated in both the apparel as well as the accessories market. Burberry has established different lines of product within its original brand. This allows them to sell high-end products and also the products that can be purchased by general population (Dakers).

The performance of Burberry in the international market for the past eight to nine years has been tremendous. There has been a progression in the performance of Burberry and that is what’s interesting about it (Evaluation Of Business And Strategy Analysis Burberry). Each year has added to the international incremental success of Burberry. The next few years indicate that the performance of Burberry will be the same or probably much greater in the international market (Burberry sales rise on demand in US, Asia).

The Burberry’s team states that they are focusing more on flagship markets. There are 25 international markets that help Burberry to generate their 60 percent of the retail sales which include London, Paris and Hong Kong (Ruddick). There are several constraints faced by Burberry with the changing trends in the market place. All the big brands such as Gucci, Coach, Polo and Armani are in competition with Burberry (Burberry Group Plc in Luxury Goods). High income people possess the ability to shop everywhere, whereas the middle class people have also started to shop for the luxurious brand names.

There is a completely new customer base that is looking towards Burberry which may be considered dangerous for alienating old customer base or it can be an opportunity for it to open itself to a whole new market (Jacobson). Although the new management of Burberry is trying hard to overcome these problems but the growing competition has made it difficult to cope with the increasing challenges (Obrein). The reason I selected Burberry for this report is because it is an established name in the apparel and accessories market.

Burberry has successfully maintained its legacy in the rapidly changing environment and it is operating in quite a competitive market with big names like Gucci, Coach, Armani, Louis Vuitton and Polo but still has positioned itself in a unique way by offering quality and design that is offered by no one else (Market Analysis). Works Cited About Burberry. 2014. 15 October 2014 . Burberry Group PLC (BRBY.L). 2014. 15 October 2014 . Burberry Group Plc in Luxury Goods. 2014. 15 October 2014 . Burberry sales rise on demand in US, Asia. 2014. 15 October 2014 .

Dakers, Marion. Burberry posts 14pc rise in revenues. 2014. 15 October 2014 . Evaluation Of Business And Strategy Analysis Burberry. 2012. 15 October 2014 . Jacobson, Lauren M. Burberry Case Study. 2012. 15 October 2014 . Market Analysis. 2014. 15 October 2014 . Obrein, Liam. Fashion world in shock as British clothing giant Burberry issues profit warning amid difficult conditions for middle market brands. 2013. 15 October 2014 . Ruddick, Graham. Luxury brands under pressure from weakening market. 2014. 15 October 2014 .