AESHM 340

Large Firm Marketing Project

Final Report: Burberry
Group 18

Group Members: Shonna Gainey, Arial Aarness, Kelli Schulte,

Madison Clifford, Emmaline McNeal, Hailey Warren,
Dixie Lauesen, and Marilyn Gasienica

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 Background: Our team will be analyzing Burberry Group Inc. The company is

headquartered in London, England, but has a global market which is conveyed in their business

model a distinctive global luxury brand. Burberry is a public company that belongs to the

luxury apparel industry. Burberry was established in 1856 by Thomas Burberry with a

specialization in outdoor attire. Thomas invented the Gabardine which changed rainwear forever.

1912 brought the patent of the Tielocken coat, which then lead to the infamous trench coat

during WWI. These first three versions of the trench coat were the start to the legend that is

Burberry. Burberry is now a luxury brand known for its trademarked Burberry Check. It was first

introduced as a lining to trench coats, but is now the signature print for the brand.

The company has grown from a company specializing in outdoor wear, to providing a

large variety of luxury apparel, accessories, and beauty products around the world. Burberry sells

mens, womens, and childrens clothing, as well as accessories such as handbags, wallets, belts,

umbrellas, scarves, and beauty products like makeup and perfume. The companys accessory

sector of sales generates the largest amount of revenue while childrens clothing generates the

least amount of revenue. Burberry is famous for the luxury products they sell, and are using their

power to create a brand that is known for customer satisfaction and bringing awareness to social

responsibility.

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 Burberry is positioned in the market not only as a luxury clothing line, but also a

functional one. Burberry Prorsum, meaning forward, is the brand design that provides the most

inspiration for the brand. These are the designs people see on runway shows. Burberry has

integrated both their online and offline experience into one, no matter where one is viewing or

buying Burberry, their customer service goes above and beyond to give the customer the same

experience. Being consistent is one of the qualities Burberry has adapted with its new image.

They began as an overpriced, bland, trench-coat-viewed company, but within the past 7 years

they have changed their image to be one of the biggest names in the fashion industry.

The mission statement explains the companys reason for existence. It describes the

company, what it does, and its overall intention. Burberrys mission statement says, Burberry is

a luxury brand which is recognized internationally with a worldwide distribution network. The

mission of the company is to maintain its integrity and vitality of their brand, at the same time,

continue to develop the business which remains relevant to ever evolving markets and consumer

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tastes (Lucio). The vision of Burberry is to keep the company united so that their brand is

successful and continues to succeed and grow. Burberrys vision is supported by the mission

statement. Both of these statements recognize the importance of the customers, employees, and

the community. Although the vision and mission statements are similar, the mission statements

purpose is to identify the what and who of the company, while the vision statement identifies

the why and how (Kolowich). The Burberry brand is strong, driven by a blend of heritage and

innovation, expressed through its iconic products and fashion.

Values create a moral compass for the company and its employees. As the Burberry

business continues to evolve in an ever changing environment, building and nurturing its

authentic culture is ever more important. Guided by its core values; protect, explore, and

inspire, Burberry is dedicated to fostering a distinct culture with a global team mindset and a

pioneering spirit, underpinned by a commitment to responsibility (Build Our Culture). While

the mission, vision, and values of a company all provide different information, they all help build

a companys culture. The brand image that they have created is more than the products that they

sell.

Competitive and Industrial Trends: The luxury apparel industry has made a huge

impact on the fashion world. With its constant innovation of apparel, it has drawn the eyes of

many throughout the world. People dream of going to Milan, London, and New York Fashion

Weeks to see what the top designers in the world have come up with. Competition to be the

brand that everyone wants to be wearing is very high. Designers are trying to differentiate

themselves from others. If they are not continuing to develop and create new and innovative

designs, their competitors will. The leaders of the luxury goods market that Burberry is a part of

are Christian Dior and LLP. This is not a large market because of the high quality of the products

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and the prices that the products are sold for. These companies can only market towards the high

income population which is only 7% of the entire world population. Compared to companies that

market towards middle to low income populations, this target market is extremely small.

Burberry has made a name for itself in the luxury fashion world. It is based in the United

Kingdom, which is the 6th largest luxury market in the world. In the report from 2014, Burberry

was reported the seventeenth luxury goods company in the market. Burberry was the only luxury

company in the UK of the five that surpassed $1 billion, with $3.2 billion in sales. In order to

stay competitive Burberry is creating new looks to stay up with current trends and further the

growth of the company. Within this luxury goods market there are a few major competitors that

include Moncler, Hugo Boss, LLP, and Christian Dior. All of these companies specialize in

luxury goods including mens, womens, and childrens apparel, along with accessories. Burberry

falls right in the middle of these companies, they do not have the largest share of the market but

they do not have the smallest.

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 Societal Trends: Companies are also being held to the standards of being socially

responsible. Many brands are linking themselves to charities and fundraising efforts. They are

bringing a positive light to their company by being an active member in their communities. The

apparel industry has seen a number of companies spring up that are helping provide clothes and

shoes to countries and communities that cannot afford to buy them. Toms is a company that will

donate a pair of shoes for every pair bought. Consumers love the idea of spending a little bit of

extra money to help bring shoes to people who need them. The company is not only getting

involved in social issues, but is helping consumers make a difference in a new way.

Burberry is taking the concept of social responsibility to a whole new level. Most of the

materials Burberry uses to produce its products are cotton, cashmere, and leather. Burberry is

making the problems with growing and producing these materials their responsibility. As the

demand for these materials increase, the conditions in order to produce them are becoming

harder for farmers to adapt to. They are currently partnered with Cotton Connect in order to help

implement training programs for cotton farmers. Burberry was also a founding partner of the

Sustainable Fibre Alliance which is helping preserve and restore the grasslands in Mongolia

affected by cashmere goat herders.

Technological Trends: The internet has changed the game for the apparel industry. Being

able to market to customers on the internet and allowing them to shop online has helped the

industry expand. Customers are now bombarded with advertisements all over the web. Not only

do they see these advertisements, but technology has enabled businesses to personalize their ads.

Advertisements that show up for customers are personalized by showing products they have

purchased before or stores they have recently visited. This allows companies to spark interest in

their customers by showing them something that they want to see. It also brings convenience to

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customers by allowing them to buy something with the touch of a button. Apparel companies are

using technology to allow customers to virtually visit their stores and browse their products

without having to leave the comfort of their home.

Burberry has become one of the most technological brands in the apparel industry. The

company started its journey into the world of technology in 2006 when former CEO, Angela

Ahrendts and chief creative officer, Christopher Bailey made an announcement that they wanted

the brand to become the first digital luxury company (Milnes). Burberry uses technology to

connect the world. They have experimented with multiple channels of social media and

redesigned their mobile site within the last few years. By doing so, they have given their

customers access to their brand in ways that could have never happened before. Their key is

consistency. The company is keen on making sure that their mobile site, social media, and in-

store experiences are all the same. They want their customers to achieve the same experience no

matter how they shop.

Economic Trends: The apparel industry has made a huge impact on the worlds

economy. According to Carolyn Maloney, fashion is a $1.2 trillion global industry. In the United

Kingdom, which is where Burberry is originated out of, $371 billion is spent each year when

looking at statistics such as direct and indirect spending (Oxford). The apparel industry provides

jobs ranging from manufacturers, retail workers, and fashion designers to teachers, advertisers,

and accountants (Maloney.) According to Oxford Economics, the UKs fashion industry

contributes to almost two times the size of car manufacturing and publishing companies. Studies

made within the past decade show that over 800,000 jobs are attributed to this industry.

Burberry underwent a seven-year transformation after coming to the realization that their

brand was not performing as they intended. When Burberry re-launched their brand, they made

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the decision to aim their product, experience, and brand at millennials because peers easily

influence them. The millennials are making a huge influence on the way people live today, so

appealing to them is something Burberry found important. Burberry continued to elevate the

brand across its distribution channels and leveraged the strong digital opportunities in this

market (Lucio) As the world is transforming into the age of the millennials, Burberry is

becoming a strong force in the apparel world. They are succeeding because they value change.

They are using it to their advantage, and know that change is always going to be part of the plan.

Burberrys brand has strong, developed values that keep the company true to who they are while

becoming adapt to the new times.

Target Market: Burberry has a very unique concentrated target market. The company

markets towards a person who wants the luxury look of clothing but also wants it to be

functional. The main goal of Burberry is to market to younger male and female consumers in

order for them to build a customer base. For instance, they used the example of wanting their

mens products to appeal to a 25-year-old male going on his first interview and wanting to wear

something hot while still appealing to a 60-year-old banker that wants quality and a modern,

classic appearance (Jones). Burberry targets many markets with their wide variety of products.

Market segmentation divides broad target markets into smaller groups which then helps them to

implement strategies to better target and serve their customers. This approach is also used to

further define the target market for the company. The company has positioned itself in two

different segments of the luxury market and has succeeded. Burberry offers both luxury apparel

and luxury accessories, creating their own segment in the luxury goods market. Burberrys

strategy is to drive growth and productivity in the future.

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 Life Cycle: Revenues in the 2002-2003 Fiscal Year were 536.9 million Pounds, while

they had increased to 2,523 million Pounds in the 2014-2015 Fiscal Year. This is an increase of

almost 2,000 million Pounds. Just within one fiscal year, from 2013 to 2014, they had increased

revenues by 8% and have not seen a loss since this company has started up. Burberry seems to be

in the growth stage of their companys life cycle. Burberry continues to evolve into a company

that is not just clothing, but is targeting many different markets with their clothing, accessories,

fragrances, etc. They have developed into a company who earns continues to increase revenue

year after year to maintain their status as a top luxury brand.

Challenger Industry Role: Burberry plays the role of challenger in the luxury apparel

industry. Burberry is taking the fashion world by storm by trying to reinvent retail. The brand is

constantly trying to find new ways to challenge the fashion industry. They are not sticking to the

norms. They are thinking above and beyond to change the shopping experience forever. During

Burberrys London Fashion Week September 2016 show, they turned heads with the new see

now, buy now trend. I think this can be seen as significant in the sense that when Burberry said

it was going to do this, it was essentially rewriting how things are done [in fashion] and the point

of a traditional catwalk show said Graeme Moran, head of content at the fashion-industry bible

Drapers (Wood). The luxury fashion industry has been accustomed to the wait game. Buyers are

introduced to the high end products during Fashion Weeks, but then typically have to wait six

months before they are able to buy the designs. To this, Burberry said not anymore. Their

Spring 2017 collection was available to purchase during their show. This allowed customers see

the pieces and buy them instantly. This lets Burberry make a better connection with their

customers. They are able to give them what they want, when they want it.

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 Burberry has been in the fashion industry for 160 years and continues to be a leader. They

were one of the first luxury brands to embrace the digital world. The company has been

expanding their technological existence ever since. According to their 2015-2016 Annual

Report, one of their key marketing focuses on making Burberrys runway shows digital. They

wanted their customers to be able to experience their fashion shows even if they couldnt be

there by streaming content on SnapChat. By doing so, they generated over 200 million views on

SnapChat for their September 2015 show, with more than 700 million views across various

digital platforms during 2015. By focusing on the experience they are giving customers, they can

satisfy more than just needs and wants, but create memories for their consumers.

Being able to enhance the shopping experience is what customers are looking for these

days. Burberrys digital mindset is a fundamental and integral part of the brand and way of

thinking across the organization. Burberry again finished the year as one of the most followed

luxury platforms on social media, with a 30% increase in followers for the year reaching over 40

million across all the brands social platforms (Burberry Inc). The brand refers to themselves as

a young, old brand in which they stick to their heritage and values, but continue to push

innovation and limits. Burberrys constant attitude to embrace change has placed them among the

top five luxury brands globally for unaided brand awareness and made them a leader that is hard

to follow.

Key Strategic Initiatives: Burberrys key strategy is to stay focused on their core

themes; product, process, and property. The team continues to improve their product offerings

across all categories, engage consumers with more innovative digital marketing activities, and

extend Flagship Stores to expand Burberrys existence in gateway cities. With these initiatives in

place, Burberry was recognized by a variety of mediums. Interbrand named Burberry in its list of

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the worlds 100 most valuable brands, Fast Company magazine named Burberry second in its

ranking of the worlds most innovative retailers, and LinkedIn voted Burberry as the 29th most

in-demand employer globally.

In 2012 Burberry set five year targets that aligned with the companys core strategy to

Pursue Operational Excellence. Again, Burberry targeted their three main categories: product,

process, and property. Within these areas they had three to seven sub-targets to reach by 2017. As

of 2012, four of the sub-targets had made good progress, nine of the targets were just getting

started, and two of them had not been started yet. Some of the targets that had been in progress

are: reducing impact of Burberrys three main materials, 100% of packaging will be sustainable,

all new buildings will be sustainable, and 75% of lighting in stores will be LED or energy

efficient. In 2012 the targets that they started to make progress on included: eliminate chemicals

that have a negative impact, reduce energy used in manufacturing by 25%, work with suppliers

to reduce their manufacturing energy use by 20%, help to reduce mills water consumption by

20%, reduce energy used by distribution by 10%, use renewable energy to power stores and

offices, and 30% of construction waste is recycled. Lastly the two projects that had not been

started are: 60% of office products should be sustainable and 30% of wood and steel should

come from recycled materials.

By the end of the 2015 period, Burberry reduced their waste by 54%. Solar panels were

distributed in the United States and used to reduce energy consumption. From April 2010 until

April 2015, Burberrys recycling partner used 130 tons of extra materials to make car door

insulation. Also, in April of 2012 Burberry, was given an award for their sustainability and low

carbon usage called Carbon Trust Standards certification. The Senior Leadership Team reported

the status of the 2017 targets in 2015. Packaging, distribution centers, construction waste

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recycling, and LED lighting targets were ahead of the plan. The latest targets are raw materials,

chemical use in manufacturing, transport, renewable energy, build certifications, and sustainable

construction materials. Some of the initiatives that are behind schedule include: internal

manufacturing, suppliers, mills, energy use reduction, and sustainable consumables. Plans were

put in place to ensure that these targets are being brought up to date and implemented.

New Marketing Strategies: As Burberry wants to continue to move forward, they may

want to think about new marketing strategies. Another way to gain a new audience and extend

brand awareness is by collaborating with the top influencers in your industry. (Newlands). In

this day and age professional bloggers and influencers have a huge role on social media. Brands

are turning to social media outlets to gain popularity and reach out to millennials. Customers

want authenticity from the brands they interact with. When marketers equip influencers with an

entire experience to share about a brand or product the posts are more engaging (Social Media

Influencers). Burberry would benefit greatly from building relationships with professional

bloggers and influencers. This marketing strategy would reach out to a new and younger

audience.

One important marketing strategy for luxury, retail, and hospitality industries is sensory

branding. Sensory branding uses the senses to appeal to its customers on an emotional level and

can be used in many different ways. This can help set Burberry apart from other luxury brands

and add to its uniqueness. A couple examples of luxury brands using this method are Prodiguer

brands, Rolls Royce/Eton shirts, and Soundwich. Managing Partner Noel Shu said Brands that

employ components such as touch and aroma in addition to rich visual image are poised to create

a stronger emotional attachment in the customers they serve. By incorporating more than just

one of a customers five sense, a company can create an extraordinary experience.

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 Another strategy Burberry can continue to evolve is their appeal to the online market.

Technology is a huge part of customers everyday lives. As digital marketing is becoming more

and more necessary for a company, not understanding the best way to drive your business

forward can really hurt your chances of success (Lake). Creating a Burberry app would create a

more convenient and easy way for their customers to view their products and shop online. To

make the app more appealing to consumers, Burberry could also offer direct benefits to the

customer such as promotions and discounts on products by downloading the app and/or by being

frequent users. By offering different promotions and discounts specifically for using the app,

Burberry will be giving users a reason to want to shop with the app.

Promotional Activities: At the year ending March 2016, Burberry recognized advertising

campaigns as one of their key promotional activities. Throughout the year, they launched two

different advertising campaigns over social media outlooks. According to their strategic report,

Burberry not only launched an advertising campaign live through Snapchat, but they were also

the first brand to do so. Burberrys second major advertising campaign was in February. It again

was a live campaign, but this time was launched on Instagram. The latest campaign for the Brit

fragrance collection was photographed and published live by Brooklyn Beckham throughout the

day as part of his takeover of Burberrys Instagram account. (Marketing Mix of Burberry).

Burberry is changing the advertising game by not just sharing the ad but also sharing the behind

the scenes and creative processes that goes into their campaigns. The use of live campaigning is

a way to connect with the millennials. Using both Snapchat and Instagram, two social media

platforms where younger generations are the majority of users, reaches out to these younger

audiences. They are using these platforms to reach more customers and in turn will generate a

wider target market. These live video advertisements truly shows what Burberry is all about

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because you can see multiple angles to their product, not just a single print ad. These also help

with an increase in brand recognition.

Another promotional mix element that Burberry is known for is celebrity endorsement.

They use celebrities in their advertisements to connect with their customers. Some of their

famous models are Felicity Jones, Callum Turner, Jake Cooper and Jourdan Dunn, Charlotte

Wiggins, Edie Campbell, Alex Dunstan, Cara Delevinge, Max Rendell, and Emma Watson.

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Burberry is very critical in who they chose to endorse their products. Since they are a company

based on rich traditions and preserving heritage, they use mainly British actors and models for

their advertisements. The Burberry brand has a strong British background and they want that to

be reflected in their campaigns. Although, many of their endorsers are British, they are

celebrities known globally.

Having celebrities endorse Burberry can influence consumers purchasing. If they see

their favorite model or actor modeling for this brand, they will be more compelled to buy the

product. Consumers have the attitude of If the product is good enough for her, it is good enough

for me. (Smallbusiness). People love dressing the same as their favorite celebrity, so having

these celebrities in advertising gives a leg up to Burberry because consumers will be more

willing to buy.

New Promotional Strategies: Customers see a countless amount of advertisements and

promotions each day. Companies need to make sure that their promotions stick out and are

remembered. Burberry can attract customers attention by holding customer appreciation events.

At these events there might be free refreshments or snacks along with door prizes and raffles.

Some of the items or raffles should be free or purchasing shouldnt be necessary to be part of the

event. You dont want customers to think you are only holding this event just to get them to buy

more of your products. Focusing on the appreciation part of the event is important in this

strategy because it makes the customers feel like their business matters. This is also a good event

to hold because it draws in current customers as well as draw in potential customers.

Burberry could also choose to hold promotional contests and/or social media contests

online. This would engage customers that are not located near a store and give them the chance

to be involved in promotional activities. Not only will customers get the chance to win

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merchandise, prizes, or discounts, but it will also create a sense of excitement and remembrance

of this particular brand. Social media contests are a great way to promote the brand because it

pushes people to enter the contest by sharing Burberrys information and creates traffic on their

webpage.

Another strategy Burberry could implement would be Point-of-Sale Promotion. This is

when the store features new products or products that they need to sell quickly near the point of

sale area, leaving customers with a possible last minute impulse to buy that product

(Chron.com). Burberry could utilize this strategy by placing items near the check out that

customers will be drawn to while standing in line. Some potential point of sale merchandise

could be accessories, wallets and card holders, beauty products and gifts such as Burberry key

chains, scarves, fragrances, etc.

Performance Analysis: In 2010 and 2011, Burberry had an outstanding year with record

revenue, margin and profits. These results reflect the brands last five years of strategic

accomplishments. In terms of strategy, they had strengthened their non-apparel categories

consisting of 40% of retail/wholesale revenue which is the brands main route of distribution.

The brand increased its revenue growth of 102% from the past five years as well as growth in

retail and wholesale operating profits of 128%. Between 2010 to 2015, total revenue was positive

each year, but the largest increase was in 2010 to 2011 with a total revenue growth of 27%.

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 Over 2015-2016, Burberry has experienced a downfall in most of their financial accounts.

The following amounts will be expressed in pounds, not dollars because Burberry is a British

company. One dollar computes to 0.82 British pounds. Burberry reported 314.6 profit for the

year, down 26.5 from their 2015 profit, 341.1. Other stats include revenue down 8 million,

adjusted profit before tax down 35 million, adjusted diluted earnings per share down 7 million,

and capital expenditure down 1.8 million. The main accounts that increased from the 2014/15 to

the 2015/16 fiscal year are net cash (increased by 8 million) and dividend per share (increased

by 1.8 million). Burberry generated a total revenue of 2,515 million, therefore a 8 million

loss is not a major concern. Revenue has been increasing for the past few years and 2015/16 is

the first year they have seen a decrease for awhile.

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 Burberry realized that some of the numbers in their

2015-2016 financial report might be concerning to their

investors and creditors. In order to explain their financial

situation, Burberry included a video on their website about their annual report. Burberry has

stated that although numbers were down this year, Burberry has a strong and healthy foundation.

Over the year, they continued to make strategic and operational progress. They are focusing on

their four primary themes; brand first, famous for product, customer centric, and productive and

responsible. It was a challenging year overall for the luxury brand industry, but Burberry believes

that it was an important year in the revolution of the brand. Right now, there is not much

concern in Burberrys financial statements. The 2016 - 2017 annual report will help determine if

the company is going to need to make any changes due to lower profits or other areas of concern.

They wanted to reassure their investors, creditors, and customers that they should not be

frightened or concerned with this years numbers. Burberry is staying positive about the

challenges they have been facing and looking toward a strong future.

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 The challenges in the financial statements of Burberry have been seen across many of the

industry leaders because the luxury goods industry is seeing changes in their markets. The

United States continues to be the spending leader of luxury goods worldwide. Boosted by a

strong dollar, the Americas emerged as the biggest global region for personal luxury goods

purchases. The US alone accounted for 79 billion of the 85 billion regional market, but China

is beginning to play a great role in the market share of the industry. Chinese consumers are

playing a primary role in the growth of luxury spending worldwide (D'Arpizio, Levato, Zito, De

Montgolfier). Whereas the U.S. has been spending a large amount of money on luxury goods,

China is just now beginning to see this trend. They are making an impact on the growth of the

industry.

Instead of trying to increase sales in just a certain area of the world, Burberry is trying to

equalize their distribution by having their complete inventory available online. This will help

combat the issues of trying to stay ahead of consumer spending habits. China is helping grow the

industry, but how long will it stay that way? Burberry doesnt want to take any risks by focusing

just on Chinas distribution channel. They want to reach everyone in the world and the internet is

making it easier to do so. Burberry is continuing to evolve Burberry.com. They believe that by

strengthening their online stores, it will give better access to their products. Burberry.com was

the fastest growing retail channel this year for the company, servicing over 40 countries in 11

languages. As people around the world are buying more in some areas and less in others, the

online store can serve as a medium to equalize between high performance areas of the world and

low performance areas.

Future Outlook: In the coming year Burberry has big plans to clean up their brand.

Chief Creative and Chief Executive Officer Christopher Bailey announced that Burberry will be

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working on fashion show scheduling, product assortment, and internal operations in the coming

year. Last year sales were down 1 percent and profit down 10 percent. First, Bailey pointed to

the brand's well-known digital strengths: E-commerce sales were up in all regions, and

partnerships with companies like Snapchat, WeChat and Google helped drive a 30 percent

increase in social media followers, he said. And his plans for increasing Burberry's

productivity, saving money and driving growth will leverage that digital prowess while

streamlining things overall, in line with already-announced decisions like showing men's and

women's collections together in a see now, buy now format and consolidating all of its labels

into one (Fashionista). Burberry sees the most potential in is improving existing products such

as outerwear and handbags. The brand will also relaunch Burberry.com and introduce a new

mobile app, since 50 percent of e-commerce growth last year was fueled by mobile

(Fashionista). Reworking the website and establishing a mobile app will draw a younger

customer to the luxury brand. Overall Burberry has created a plan to reinvent the brand which

will reduce complexity and simplify how they work.

In a challenging environment, Burberry has still managed to reach their targeted payout-

ratio of 53% for 2015/16 showing that there is confidence in the companys future growth. This

being said, Burberry is a strong brand with many opportunities ahead although they are facing

some changes in the industry. Their strategy is to reevaluate the way they work, speed up their

productivity and efficiency agenda, look into optimizing future organic revenue growth

opportunities, and have also found opportunities to grow within their existing channels, products

and regions. Chief Executive Officer Christopher Bailey has also strengthened the senior

management team by bringing in new employees with varying backgrounds and experience over

the past year creating even more opportunities for growth.

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 A possible risk that Burberry could face is losing their staff to competitors whom highly

seek their skill and dedication. This leaves Burberry with the challenge of paying their staff

competitively enough to keep them while also expecting rewarding performances. My suggestion

would be to incorporate bonuses for exceptional work or overtime and implement rewarding

incentives for long-term, committed employees. Burberry has taken steps to keep this situation

from arising by setting standards of performance to decide the outcome of the staffs pay. When

the business performs well, it will impact the way the staff is paid. I think this is a good way to

go about the situation because is creates a motive for the staff to work their hardest for the

companys success as well as get what they deserve in return.

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