This case study will explore the evolution of Burberry's brand, analyzing its marketing strategies, target market, and overall success in maintaining its position as a leading luxury brand. We will delve into specific periods of rebranding, marketing campaigns, and strategic decisions, examining both successes and challenges faced by the company.
Brand History:
Burberry's journey began humbly as a small clothing shop established in Basingstoke, England, in 1856 by 21-year-old Thomas Burberry. Initially focusing on practical outdoor clothing, Burberry's innovation lay in the development of gabardine, a durable and water-resistant fabric. This revolutionary material, patented in 1888, formed the foundation of the brand's success, enabling the creation of weatherproof outerwear that appealed to both outdoor enthusiasts and the burgeoning military. The iconic trench coat, born from this innovation, became synonymous with Burberry, its distinct design and functionality cementing its place in fashion history. The brand's association with the military, particularly during World War I, further enhanced its reputation for quality and durability. The distinctive check pattern, introduced in the early 20th century, also became a powerful symbol of the brand, quickly recognized and associated with luxury and heritage.
However, by the late 20th century, Burberry faced challenges. Overexposure and widespread counterfeiting diluted the brand's exclusivity and premium image. The once-coveted trench coat became ubiquitous, losing some of its prestige. This necessitated a significant rebranding effort.
Burberry Rebranding Case Study:
The late 1990s and early 2000s marked a crucial turning point for Burberry. Under the leadership of Rose Marie Bravo, then CEO, and later Angela Ahrendts, the brand embarked on a comprehensive rebranding strategy aimed at revitalizing its image and regaining its position as a leading luxury brand. This involved several key initiatives:
* Product Diversification: While retaining its iconic trench coat, Burberry expanded its product line to include ready-to-wear clothing, accessories, fragrances, and beauty products, catering to a broader range of consumer needs and desires. This diversification helped to attract a younger, more fashion-conscious demographic.
* Brand Revitalization: A key element was the deliberate effort to reclaim the Burberry check. The brand moved away from its association with mass-market appeal by strictly controlling its use, limiting its presence on certain products and focusing its application on more premium items. This strategy helped to re-establish the check as a symbol of luxury rather than ubiquity.
* Marketing and Communication: Burberry invested heavily in modern marketing campaigns, leveraging digital platforms and collaborating with celebrities and influencers to reach a wider and more targeted audience. This included innovative digital marketing initiatives, showcasing the brand's heritage while projecting a contemporary and stylish image.
* Retail Experience: The brand focused on enhancing the in-store experience, creating luxurious and immersive environments that reflected the brand's heritage and premium positioning. Flagship stores were redesigned to be more sophisticated and inviting, creating a sense of exclusivity and desirability.
This multifaceted approach proved highly successful. Burberry successfully repositioned itself as a modern luxury brand, appealing to a younger, more affluent clientele while retaining its loyal base of customers who valued its heritage and quality.
Burberry Marketing Strategy Case Study:
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