Burberry Case Analysis

Background: Burberry is regarded as one of the leading luxury brands of today's words. 1856: 21-year-old Thomas Burberry opens in Basingstoke, Hampshire, and sells rural clothes to the countryside. 1880: A patented waterproof gabardine invented in 1888. 1895: The first dress of the British Army unified by the officer in 1901. 1900: The first logo released 1914: The British War Bureau asked Burberry to produce a waterproof jacket with a military trench coat with Epolette and D ring.

Burberry group plc, mainly known as Burberry, is a luxury fashion store from the UK. The company was founded in Thailand by Thomas Burberry in 1856. It began with Basingstoke, now based in London. Burberry has three brands including Burberry Prorsum, Burberry London and Burberry Brit. Chanel is a French private company founded in 1909 by Coco Chanel. Today, the company is owned by Alain and Gerard Wertheimer, the grandson of the first business partner. The head office is in Paris. This brand is known for the finest luxury goods, including the trademark of Chanel 5 de Chanel.

The Burberry Group is a high-ranking manufacturer representing the UK. The Burberry Group was founded in 1856 and has reached the history of 150 years recently. This year we announced the closure of the factory in Wales. We will conduct PESTEL analysis to evaluate China's external environment. This will support the operation of the business in host country. SWOT analysis also plays an important role in identifying corporate goals and identifying internal and external factors that are not useful for achieving this goal. In order to enter the Chinese market and recruit the management team, the company employs a geocentric approach. This approach will help find the best and experienced employees for the company.

We analyze the characteristics of the market through various models, including analyzing five powers of Porter's competitor analysis. Here we will look at Burberry's market positioning through competitor analysis. Burberry products have "continuous products" with a product life cycle of several years and "fashion products" designed to cope with fashion trends. Therefore, the positioning of the Burberry market is unique in that it aims at fashion and classic customers. Burberry is targeting all customers through a common theme of "functional luxury". Burberry's main competitors are coaches, Armani, Gucci, polo etc, all of which are the top fashion brands in the UK and the world. While both coaches and Gucci are focusing on fashion accessories, Polo and Armani are focusing on clothes, but all products have products in the category of apparel and accessories.