Background History of Burberry Company - Assignment Example

Background History of Burberry Company Merchandising of Fashion includes all the activities that provide thecustomer with the necessary apparel fashion and accessories of their demand. When fashion merchandising is being conducted, there is need to consider place, time and affordable prices to the customers. I order to achieve this, there should be a well-designed business plans, developing and selecting merchandise, promotion and selling of the goods and paying much attention to the customers. Merchandising of fashion should include all the accessories and attires for men, women and children. However, there is a need to design home fashions, fragrances and cosmetics. Burberry Fashion Company started in 1856 by Thomas Burberry who was former learner of the country draper (Fragrancex Web). The 21 year old Burberry opened various outfit shops in Hampshire, England and Basingstoke. The business grew steadily making Burberry to be known as ‘emporium’ due to the development and increased focus of outdoor clothing’s to the sportsmen and local residents who made frequent visits to the store. The invention of breathable fabric gabardine was not only waterproof but it was extremely durable. The opening of London Haymarket in 1891 by Burberry became the Burberry’s corporate headquarters. Further, in 1901, Burberry was commissioned by the British War Office to scheme new service uniforms for British officers. Moreover, in 1904, the Burberry Equestrian Knight logo was developed and registered as a trade mark that led to more opening of the stores in New York and Paris (Fragrancex Web). Various scholars such as Captain Roald Amundsen and Ernest Shackleton were outfitted by the Burberry fashion for their visits towards the South Pole. In 1924, Burberry was checked and registered as a trade mark and introduction of the trench coats lining. The image of the Burberry could start to be seen almost in every fashion including the umbrellas, scarves and luggage in 1967 (Fragrancex Web). The mission of the Burberry was based on quality and unique production of various fashions for different outlets. In USA, the Burberry introduced various varieties of outlets that can be obtained online. Burberry produced quality laptop bags, jackets, leather hobo, winter storms bags, British fashion awards, and Bloomingdales. Various stores have been designed for selling Burberry products. Each store has its best supply variety (Fragrancex Web). The SpaceVip shop in Shanghai China provided brands such as Chloe, Fendi, Prada, MiuMiu, Bottega to the Chinese customers. The SpaceVip store is more to be compared with fashion shop since the store includes the VIP section for wine club, beauty parlor and tea house to customers. The Vakkorama as an Instanbul based store located in the Mall of Akasya. The Vakkorama provided cool and fresh brands with bright attractive colors that deserved to hype up most of the customers (Fragrancex Web). Some of the indoor exhibitions are made up of attractive colored glasses that create the products to be in harmony with the design. Moreover, the AzbukaVkusa store for kids in Moscow-Russia came into existence. The most significant design characteristic of the store was the lighting system.Each location offers different clientele for full range in Etudes Studio. Department Various departments selling Burberry products have been created to offer quality services to the customers. Production of various brands in most Burberry firms creates the formation of different departments to cater for various and specific issues that is related to promotion of the business (Fragrancex Web). Different departments foster communication and collaboration between the customers and the customers. The corporation that is created by different departments highly creates functional space that reinforces the vision of the Burberry. Each department has its specific area of specialization for easy time for both customers and the staffs. The fossil brand brought value and style to most customers by transforming the timekeeping concept from just functional fashion and stylish the wrist must have (Fragrancex Web). Further, over the years, the fossil has been credited to set and produce highest ideals from creative excellence to their customers worldwide. The fossil market and designs provides fashionable accessories to customers. The management continues to expand international markets to attract wide range of clients. Literature review Fashion industry and careers provides an overview of the global fashion industry with the main focus on the career paths that are available in each industry level. The realistic assortment planning for a specific market for product has developed a major mission in consumer environment in the present days. Valentine and Hunter (1995) started the associated problems related to merchandising of fashion. The two came up with more complex and basic merchandise that required sophisticated analysis of color trends and fashion. Achabal and Mcintyre(1993) and Kang (1995) made their focus on the consumers demand for fashion sensitive products with relation to time of seasons. The researchers mainly focused on the retail buyers. The Stock Keeping Unit (SKU) determines the retail buying for retailers in classification of the first order of the season in relation to the consumers demand. The retail buyer is required to have full control of size variation and determination that is based in dependent awareness. Sproles (1979) described clothing as the body covering of an individual that is made from fabric. Dressing is one of the idiosyncratic objects that create changes in the mind of an individual. Changes in thought of people in regards to changes in environment consciously and unconsciously expresses change through the appearance modification. In relation to this, it is necessary for the consumers to have right selection for purchase of clothing’s within the society. Clothing products that last for long period of time without changes are known as basic products while those that experiences frequent styling fashion changes are referred to as fashion sensitive products. The research provides several profits for academic arenas and retail clothing for buyers. The retail management executive for clothing examines important sales loss from undefined demand forecasts through ensuring the standard collection and planning systems. Further, I suggest that the clothing system should be of high quality, easily accessible and affordable to men, women and children globally in order to facilitate various fashionable designs in all level. The fashion week held on London last week had astonishing looks. The modern technology innovation greatly contributed to the marketing of the show that managed to become more impressive. The British fashion store and Topshop had an excellent work for using the power of the social media to make the advertisement. The “Social Catwalk,” made people of USA to have a live watch shows in the streets on the wall of the Oxford Circus shop. The live show streaming gave chance to the people who did not attend the show while on the streets. Burberry made top headlines on technology by being first to use twitter in advertising and marketing their products. Various nail color for females were made available for purchase as they came down for runways. Following the Fall (2014) color trends, the colors people wear simultaneously reflect the season. The color changes the moods and shape of look. According to the Michele M. Granger, the textile designer creates image patterns, textures, colors, knits of the fabrics we wear and use (Granger 30). Textile colorist helps in choosing appropriate colors in creating textile design. The colorists have frequent travels to fashion markets. Each color plays a significance role in each occasion held worldwide. In connection to this, the fashion of an individual should vary with reference to circumstance taking place. Color describes the some roles an individual is playing within an organization. The arrival of fabrics knowledge contributed to quality production of market requirement for fashion. In big organizations, the fashion designers produce sketches and specification sheets that comprises of the fabrics, colors and fashion styles. External Factors Most of the business firms have been affected by different kinds of factors including the cultural, internal and external factors. These factors contribute to the growth and decay of most business firms. The study of external factors affecting the business firms examines the effectiveness of different kinds of fashion, analysis and marketing strategies (Journal of Database Marketing & Customer Strategy Management 294). Moreover, the study determines the consumer behaviors and response towards the purchase of commodities. In order to achieve best, the retailer should ensure and come up with various strategies of coming up with possible solution that might be affecting the business either positively or negatively. Customer Profile Customer satisfaction and service plays a major role in every business premise. In most cases, every business firm loses 10%-20% of the customers annually. About 4% are lost through death or migration, 5% are always not willing and interested and unhappy about the services being provided to them, 9% are snatched way by your competitors simply because they are not impressed with the services and products provided while the 68% finds their way out due to poor treatment or receives the products they are in need of (Market@Work Web). In order to achieve best, the fashion merchandising firms should ensure the provision of great customer services and products. Good written customer service policyshould be well explained and available to customers. Further, the customer relation programs for appreciation with an aim of retention of customers should be conducted. Customer personality should be known by the clients. Without the customer, there can be no business transaction; therefore, there is need for the business firms to create good relationship with their customers by providing them with best and quality services and products, quick response to their problems and establish customer rewards and acknowledgement programs. Economy When it comes to adapting economic swing, the small businesses have more advantage over the large businesses since the small businesses have small decision making that is based in terms of leadership (The small business trends Web). The economic slowdown of small businesses experiences a number of challenges due to the concern of stability of various jobs by being careful concerning the expenditures that results to decreased small business owners. Government Regulations Various methods the government uses in the business premises adversely affect businesses positively and negatively. Reduction of government regulation to small companies also leads to increase in employment (The small business trends Web). It is therefore, necessary for the government to involve in every business premise to ensure safety and security of the product reaching the public. However, the government also ensures that the measures and weight of various commodities in the markets are of the right quantity making the customers to get quality and quantity. Moreover, the government regulations contribute small business to become less competitive against foreign competition (The small business trends Web). The government involvement in the business creates inefficiencies in the structures of various American enterprises. The uncertainty is also contributed by the government involvement in most business areas making the small business to stop investing and hiring. These are caused by the delay in buying capital equipment since few are in a position of predicting the scope and the outcomes. Finally, the unintended consequences to business firms by the government through starting of new healthcare laws that needed the owners of the business to file payment forms to a single recipient annually is high (The small business trends Web). The unrelated tax that imposes heavy compliance costs is a major threat to most business owners. Competition In every field where success is to be achieved, there must be competition. Competition allows for more improvement in various levels depending on the area of specialization. In order to be successful in competition, there must be some well stratified strategies that can leads to attraction and retention of the customers. However, the quality production can be the main key to success in every competition field (Market@Work Web). The Burberry should therefore, ensure that their customers are well fed by quality products of all kinds and sizes in every place to ensure quick accessibility. On the other hand, good customers’ relation should be maintained in every business level to foster the retention and increase of customers. Weather In order to satisfy the customers, the business firm should ensure that all their products reach their customers at the right place, time, quality, price and assortments (Vishwa 20). With reference to the Burberry Company, there is a need for the company to provide quality wears for both sunny, rainy and all weather clothing’s for their customers. The seven RIGHTS should be achieved including the right of product, place, quantity, quality, price, assortment and time should be achieved. Appendix Background and History of Burberry company Provides all the information’s from the beginning. Merchandising of Fashion includes all the activities that provide the customer with the necessary apparel fashion and accessories of their demand. Department Covers all the areas of supply and roles to the customers. Literature review Tackles how various scholars have discussed about fashion merchandising, their views and additional information concerning the fashion. External factors Covers all factors affecting the most of the business firms. Hey includes, customer profile, government involvement, weather and competition Works Cited Fragrancex. “history and background of Burberrys,” 23 April 2015. Journal of Database Marketing &Customer Strategy Management (2011): 286–307. Doi:10.1057/Dbm.2011.33 Marketing@Work. “Grow Market Share And Revenue By Not Losing Customers To Your Competition.” 2015 Small Business Trends. “Small Business’s Problem With The Government Regulation,” 31 Jan. 2011. Web Vishwa,Varun. “Retail Merchandising Strategy For Fashion Merchandise,” Amity School of Fashion Technology. 25 Jun. 2014. Read More