Burberry

1E master finance et audit.

Burberry

Burberry has several opportunities:

The range of targeted customers are receptive;

There was a niche for Burberry between labels, for example, Polo Ralph Lauren and Giorgio Armani in apparel, and between Coach and Gucci in accessories.

Moreover the team has the possibility of expand their range of products by creating new “luxury products” or developing a collection for younger people.

Even if had a lot of weaknesses in the 90s, Bravo's team have fixed almost all of them.But the team have also met some threats:

The marketplace and current trends are constantly changing

Everyone is a competitor, even Target.

High-income people shop everywhere and lower income people are starting to shop for more affluent brand names

Burberry is starting to find out that their brand in becoming very popular in the hip-hop and urban youth community. These emerging customers will push away the core customers and change the brand’s image.

Burberry is wedged between lifestyle represented by Ralph Lauren and fashion represented y Gucci

How to solve it?

Based on this analysis, I would suggest Burberry to develop a product line responsive to trends and also to start repositioning the brand to attract young customers while still appealing to current core customers. Many brands target different types of customers, from youth to old, you just need to give them what they research.

I think Burberry should also create a less-expensive line for children and young people. Like this they will have access to the Burberry‘s brand and its heritage without the big price tag.

-> For me, keeping up with trends and appealing to people of all age would be the best way to saturate the brand.

In this way you won’t need to alienate your loyal customers and you will attract more kind of customers. If Burberry develops a way to appeal to a broad customers base, they will be successful.

Moreover, Burberry established its points of sale in...