Burberry Recommendations

In: Business and Management

Submitted By Fana0409
Words 2263
Pages 10
Design 1 Assignment 2 The history and promotional strategy recommendations for Burberry |

Name: Shih Fen Tsao
Student ID: 26317419
Module Title: Design 1
Module Code: ARTD 6075
Introduction
Currently, promotion became a significant part of marketing as a result of its raising the consumer awareness of a brand and products, creating brand royalty and increasing sales. In this paper the author will focus on the case of Burberry. Burberry is one of the most important British luxury fashion brands. In the past few decades, the image of Burberry was from luxury brand to “Chav” and reborn in the early 21th. Burberry selected several marketing strategies to re-position it as a distinctive and unique luxury brand. The author will base on these promotional strategies and go further to give in depth recommendations.

The aim of this paper is going to demonstrate the promotional strategy recommendations for Burberry. The structure of this essay is as follows. Next part will introduce the brief history and marketing strategy of Burberry. The subsequent parts will discuss and present the recommendations on promotional strategies then conclude with the concise conclusion.

A brief chronology of Burberry
Burberry was established by Thomas Burberry in 1856 when he started running a small shop selling men’s outerwear in Basingstoke, Hampshire, England. In 1880, a new fabric called “gabardine” was introduced by Burberry and soon enhanced the reputation of brand. “Gabardine” is known for the feathers of hardwearing, waterproof, weatherproof but also breathable (Burberry, 2002).

In the early 20th, this fabric was particularly satisfied to military needs also made Burberry to design raincoat for the standard uniform of British army officers. More functional dimensions was added on raincoat by Burberry and named it as “Trench coat” on account of the strong connect…...

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