Fashion Identity and Communicating with Brand of Burberry - Case Study Example

Fashion Identity and Communicating with Brand of Burberry Introduction The ability to reach specific target markets is one which requires planning and marketing communication. When examining the trends and attitudes of the fashion design of Burberry, it can be seen that specific approaches are taken to reach the market. The target market examined is of individuals between the ages of 18-25 in the UK. The behavior of the consumers creates a specific response of the market segmentation and positioning that is used for the fashion designs. There are several elements that have allowed Burberry to work into this market, all which is based on the ability to create a specific attitude and behavior in relation to the fashion trends, sense of identity and the overall trends in the industry. The marketing approach which has been used has led to the overall success of the corporation, specifically because of the segmentation that is used. This creates a sense of communication to the consumer about identity and style which creates an emotional response to find a unique identity while creating a continuous appeal to the fashion that is displayed through Burberry. Consumer Behavior The trends in the UK for the 18 – 25 year age group are one which depicts the concept of fashion sense and demands within the society. The focus that is used with fashion trends is first identified by the concept of consumer emotion, specifically which leads to a positive response in the clothing. The clothing used specifically has to comply with the sense of identity that one carries. The identity relates to one having a unique look as well as the ability to fit into a specific social setting. At one level, this consists of the fashion forward thinking that the youth in the UK carry, as well as the changes which occur with those between the ages of 18-25. The identity is based on the emotions as well as the activities that create the specific response of emotions. These each lead to different fashion senses and trends that becomes prevalent in society (Cho, Lee, 17: 2005). The trends that Burberry carries can be seen as a direct response to the consumer market of youth and those that are thinking with fashion forward styles and emotional responses. The collection of items by Burberry consists of coats, seasonal wear and collections divided by sportswear, looks for London, looks for the Brit and other types of fashion products for activity. Most activities link directly to the association with creating a festive look while having a unique approach to the overall style. The consumer trends are further identified by creating a specific look that draws the consumer age of 18-25 in the market. The models used all look younger and have a fashion sense that is based on the activities of going out for leisurely activities or work (see appendix A) (Burberry, 1: 2010). When looking at the ads, it can be seen that there are two main styles which are used. The first is for work and going out for formal occasions. The second shows products that are brighter in color and which are more active, specifically which can be associated with the youth lifestyle and emotions that are displayed by the color and design of the fashion looks. Segmentation There are several segments that Burberry uses to draw the main appeal of fashion to the market. The first is based on the sense of national pride that is a part of every age group. This is first seen through the brand identity, which consists of a coat of arms that is unique to Britain. This is followed by the styles that are directly associated with the national identity, including the clothing designs of Brit and London. The main approach is to create a sense of identity by communicating the concept of nationalism in the different wear. This is based on the concept of globalization and the movement toward many who are going into fashion forward designs that incorporate different regions. Burberry’s approach is to create a segment that is unique to the UK and to Britain, which specifically shows a divided sense of factors that attract those to the product. The concept then allows those who are looking at the fashion to have an emotional response that is based on a sense of pride and comfort with the national identity created through the fashion brand (Rocha, Hammond, 380, 2005). The second concept which is used in regards of segmentation is the approach of different lifestyle needs that are in Burberry. Sports activities, parties, events and formal events, such as work, are all seen in the different fashion styles. This is represented by the models activities that are communicated in the images and pictures and is also portrayed in the different segmentations of the fashion wear. Sports clothing, evening wear, cocktail dresses and formal work wear are all displayed through this fashion designer. Each of these are used specifically for those interested in these types of activities, not only in response to needing leisure wear for specific occasions. More important, there is the need to create an understanding of emotional responses that makes one who is a part of these activities feel comfortable and trendy when buying these specific clothes. Segmenting the fashion styles through the designs then provides a different outlook to those who are interested in the emotional approaches to the fashion (Guedes, 1, 2005). The third segment which is a part of the market is through the age group which is defined. The ages of 18-25 are the main area which is looked into while there are secondary markets for older or younger men and women. This is seen specifically through the designs that portray activities which are consistent with this age range. The fashion includes high heel boots, colorful trends, accessories for beauty and looks that are more fashion forward. This is the main objective of Burberry and is seen in the different clothing and models that are a part of the developments and innovations (Burberry, 2010). When looking at this component, it can be seen that there are sociocultural approaches which associate with age and the way in which most look at the fashion trends that they are a part of. The marketing communication that is used is required to show how the social aspects, as well as the cultural elements, create a sense of identity among those that are in a specific age group. The age segment becomes one which is specifically identified by developing a sense of identity and the ability to create an individual and social response that can interact with the fashion products used by the company (Bucholtz, Hall, 585: 2005). Brand Positioning The brand positioning of Burberry is another aspect which is providing the target market and segmentation to remain successful. The two concepts which are used by this company are based on being luxury items and creating unique appearances that aren’t offered through any other company. The luxury items which are associated with this company are marketed and communicated with high – end fashion shows, ability to add into the boutiques in malls and other shopping areas that are known for luxury and by the pricing model that is used. The pricing ensures quality over the price, which attracts those that are interested in specific, high – end items. The uniqueness is created through the several collections which are a part of the company, all which are based on creating an identity in every situation and through various activities. These are defined by attracting consumers in two types of markets. The first is through the wholesale stores that provide the past trends and which allow consumers to get the same high quality value at a lower price. The second is through the larger stores that are being added at a global level, such as New York City, which continues to identify the aspects of luxury by the location of the stores (Burberry, 2003). Marketing Mix There are four concepts that apply to the marketing mix, including price, product, place and promotion. The marketing mix which Burberry uses is able to provide specific approaches to creating the target market desired while incorporating specific changes within the company. The first is with the pricing that is used with the main store. Burberry has developed a unique pricing system that allows the clothing and fashions to remain a luxury brand; however, it is also able to provide more segments in the market. The pricing starts as luxury items, all which are priced higher. This communicates that the quality of the products are higher and that they are able to give consistent quality that can be used for a longer period of time. This is followed with the pricing that is displayed in high – end fashion shows and through luxury type stores. However, the price is one which is altered with wholesale stores and which offers collections that are no longer a part of the season at discounted prices. This opens the segment and market to youth that are interested in the products but don’t have the same budgetary considerations that are a part of the market. The second concept which is used is based on the product that is used within Burberry. The strategy which has been used is to develop several product lines, all which are able to cater to different groups of individuals. This is first divided into women, men and children’s groups. These are further divided by socio – cultural associations, such as the Brit and London line for nationalism and the sports line for other concepts. These are able to continue with selecting items that show a fashion forward approach and which attracts those who are interested in creating a unique identity within society, specifically which is based on a fashion forward approach within society. By doing this, there is the ability to associate with the products in each of the market segments while creating primary and secondary target markets based on both activities and social identity which many carry. The place is the next concept associated with Burberry. Currently, the location is based in the UK, London area. However, expansion has moved throughout Europe and into the United States. The importance of this is based on the placement that is defined by luxury items which are available and trendy to various groups. The concept of target market by age and activity becomes the primary component with the places that are defined, specifically with the associations with New York stores that have high end products and which are located on the main strips for those interested in luxury fashion. The main concept with place of Burberry is to create an association with the identity of luxury, specifically with the way in which the fashion is displayed in society. This is furthered by the wholesale placement, which consists of smaller stores that are attached to other fashion forward trends and which are able to provide a different segment with the ability to get high – end and quality items, even though there is not the direct association with luxury from the market. The promotion is the last concept which is used and is based specifically on the brand identity for luxury that has built its name into the UK market. The promotion is based first on releasing new products at the beginning of each season and displaying these in the high – end fashion shows in both Europe and the United States. Basic communication and advertising is used with this, such as print ads, billboards and other physical locations that display the Burberry brand identity. The promotion is furthered with the online presence which is seen in the website that has been created as well as the marketing which is used for online products. There is a separate place to shop online for those that are interested in the products which is able to provide a virtual placement that immediately expands the Burberry market. Marketing Mix and Success of Burberry The one element that is helping Burberry to move into target markets and to define success is the product line which has been created. Most fashion designers are known to segment their market by one activity or unique ideology. For instance, fashion that is focused on weddings or formal gowns may be the approach that several make. There are also segments that are based on the concept of marketing for one age group or leisure activity. Burberry has an extended product line for different occasions, specifically which is divided by looks for socio cultural associations, combined with the segments that are divided specifically by product lines that make a statement about identity. As the trends and changes continue within society among different groups of people, is the ability for Burberry to expand their product lines and to react to the changes according to the season. The result is the ability to grow with a continuous life cycle that is consistent of the trends and fashion forward approaches in society. The advantages of the product line are one which is not only important because of the diversity that is used but also is able to grow because of the identity made with each of the statements. The segments which have been created are also able to show an overall appeal to the fashion. The different concepts of the brand first begin with an approach to the market divided by luxury and quality to the items. Even if one doesn’t associate with a specific identity or trend, there is still the appeal and emotional response to those who are looking for high – end fashion. This is followed by the different segments of products that are specific to identity. However, the relationship to fashion allows Burberry to continue to expand in terms of communication by identifying trends that relate to one’s emotions and identity within a given culture. By doing this, there is the ability to focus on several elements that are a part of the product line in Burberry. Conclusion The associations with product line in Burberry have led to continuous success in the UK and in other regions of the world. The segments which have been created by the fashion designers begin with unique identities that are defined by luxury and a sense of creating a unique image. The brand has also approached segments in relation to national identity of unique looks for the UK as well as identity which relates to leisure activities that many take part in. The socio – cultural aspects of this then relate to the leisure activities as well as the understanding of identity from different age groups. The display of clothing, advertisements methods and the communication used with models show a fashion forward sense that is attractive to younger groups in society and which create trends that are based on identity. References Bulcholtz, Mary, Kim Hall. (2005). “Identity and Interaction: a Sociocultural Linguistic Approach.” Discourse Studies 7 (4), 585-614. Burberry. (2003). “Burberry Continued to Build on its Unique Positioning as the Authentic British Luxury Brand.” Burberry Annual Report. Retrieved from: http://www.investis.com/gus/reports/ar03/html/pdf/cer_b.pdf. Burberry. (2010). Shop Burberry. Retrieved from: http://uk.burberry.com/fcp/departmenthome/dept/women. Cho, Hyun – Seung, Joohyeon Lee. (2005). “Development of a Macroscopic Model on Recent Fashion Trends on the Basis of Consumer Emotion.” International Journal of Consumer Studies 29 (1), 17-33. Guedes, Graca. (2005). “Branding of Fashion Products: A Communication Process, a Marketing Approach.” The Association of Business Communication (May). Rocha, Mav, L Hammond. (2005). “Age, Gender and National Factors in Fashion Consumption.” Journal of Fashion. 9 (4), 380-390. Appendix A – Burberry Fashion Read More