Essay on Burberry Fashion Industry

4212 Words May 6th, 2012 17 Pages
CRAM Exclusive
Essay Sample
World Leading Fashion Brands Burberry, Louis Vuitton, Gucci, Prada, Calvin Klein, Christian Dior, Chloe, Emporio Armani, Ferragamo & (Appendix 4) are some of the numerous global luxury brands. They all have experienced abundance in sales growth and margin profits within the last decades, but they almost shutter in between world financial crisis (2008 up to date). They even see themselves included in several financial products such mutual funds, ETFs or be part of financial Indices

middle of document…

What issues had to deal with?
Positioning selected, means that Burberry’s direct competitors are not Gucci or LV or Prada but rather Calvin Klein, Ralph Lauren/Polo, Chanel, Christian Dior, DKNY, Valentino, YSL, Cavalli or D&G. Not totally relevant but supportive argument to the same direction could be
the total value of the company in prices of 2008 as depicted (Table 6). The distinction between old and new Burberry (Table 7) is the outcome of the multiple brands launched after 2001.

Table 6 Value in Thousands € for Most Luxury Brands in 2008

Source: Hermes (2009)

Table 7 Positioning –Perceptual Maps

Source: Solomon et al. (2009)

Its target market is still wealthy affluent consumers, label conscious shoppers.
However it runs through many socio-economic groups. Burberry is worn not only by royals and aristocrats but also by hip hoppers or hooligans. Due to this reason over the past few years Burberry has encountered a serious issue.
Burberry lost its prestige and prominent qualities as well as its core customers saw the iconic Burberry check have been consumed by a style tribe called the ‘Chavs’. This demographic is young, male and female,
CRAM Exclusive

Related Documents

  • Analysis of the Fashion Industry Essay

    The fashion industry is a “size zero” culture. Fashion designers will often only use very young, very thin models in fashion shows to show the clothing that has been designed and created. The demand for such thinness among models encourages unhealthy eating habits and substance abuse, behaviors that can cause serious health problems. This contributes to a toxic environment that the fashion industry is often thought to be. Some believe that the fashion industry’s thinning ideal has led to the rise

    Words: 1016 - Pages: 5
  • Analysis of the Fashion Industry Essay

    complicated to understand why a product of a fashion industry sells while others are not. Companies perform various efforts to enhance their selling capabilities. Conducting a marketing analysis, that is, reviewing the strengths of an organization, its weaknesses, opportunities it can capitalize on for maximum profits, and the threats to achieving its full potential provides very invaluable information to the organization about the market and understanding the industry, as well. The analysis is used to define

    Words: 1309 - Pages: 6
  • Innovation in the Fashion Industry Essay

    created  a  window   for  new   competitors  in  the  fashion  industry.  By  acting  upon   these  environmental  changes  and  using  them  to  their  own  advantage,  the  new  competitors  in  fact  reinforced  the  developments  already  occurring.   A  number  of  companies  were  not  looking  to  acquire  the  label  of  haute   couture,   but   instead  made  the  most  of  their  marginal  position  and  created  an   entirely  new  industry:  the   luxury  ready­to­wear  (Djelic  and  Ainamo

    Words: 6995 - Pages: 28
  • Prejudice and the Canadian Fashion Industry Essay

    important city for the fashion industry as well. (Routh, 1993) The Canadian fashion industry was virtually stunted, and any small changes that were made still came originated in fashion capitals like Paris. The whole situation proved that the Canadian fashion industry was not at all a priority; neither for the public, nor for the government. There was no more reason to scrimp and ration in 1946, so in the third era of the 20th century, which lasted until 1967, fashion was in fashion again. In order

    Words: 874 - Pages: 4
  • Consumerism and Consumption in the Fashion Industry Essay

    expressing myself. The materials, transportation and production that are involved in the fashion industry all have an impact on the environment. Many synthetic materials are derived from petroleum, while many more natural materials are grown on land that could be used for food production. One type of fashion that helps the environment, and maybe what some people look for in terms of quality, is something called “Eco-Fashion.” It is clothing made from environmentally friendly materials. Materials that are

    Words: 1758 - Pages: 8
  • Is the Contemporary Uk Fashion Industry Sustainable? Essay

    production and are released directly into the body organs of the lifetime users of the garments (Hethorn, 2015 p. 167). In my opinion, every individual consumer products have an impact on the environment and the fashion industry is not an exceptional business field. The textile industry in the United Kingdom shares various natural fibres such as wool, linen, silk, hemp and cotton which and man-made fibres. Man-made fibres emerging from these materials such as polyamide and acrylic are made from petrochemical

    Words: 1576 - Pages: 7
  • Relation of Fetishism to Today's Fashion Industry Essay

    can drudge up the necessities required to perform and complete a sexual act with a woman. In relating these theories to contemporary fashion, it is evident that today’s fashion industry glorifies fetishist objects and outfits, on the basis that these are sexy, and will spice up anyone’s bedroom life. ‘Kinky’ is now the new ‘common’, due to the fashion industry being such a strong influence on its own. However, it is hard to accept the idea that all people are aware of and influenced by Freud’s

    Words: 2657 - Pages: 11
  • A Career in Fashion Industry: Personal Experience Essay

    Meanwhile, I continued to produce fashion shows, but shortly it began to feel redundant. I had been a constant admirer of beautiful things, watching garments on the runway as someone would observe art in a gallery. However, I desired a more comprehensive and informed view of fashion. Unfortunately, the scope of my interests did not match the depth of my fashion knowledge so, I began research for prospective opportunities for serious scholarly investigation in fashion. Not wanting completely to disregard

    Words: 1064 - Pages: 5
  • The Negative Impact of the Fashion Industry on American Teens

    the skinnier the better, some would say. For female editorial/high fashion modeling, the standards for models are currently set at a height of 5’8 to 6’0 and the weight range is 90 pounds to 120 pounds (Requirements for Being a Model). In fact, the majority of models are forced to diet relentlessly, exercise nonstop, and participate in other radical methods of achieving a – in some cases – cadaverous appearance. Obviously, the industry isn’t promoting a healthy or even practically possible standard

    Words: 1226 - Pages: 5
  • Burberry Analysis Essay

    different lines of product within the Burberry brand allows for more high-end goods that would be feasible for purchase by the general population. Burberry’s positioning of functional luxury is extremely competitive and should sustain well over the long-term. Even since her arrival at Burberry as CEO in 1997, Rose Marie Bravo incorporated a slew of changes which, for the most part, mitigated Burberry’s risk profile.  Bravo’s goal was to “transform Burberry from a tired outerwear manufacturer into

    Words: 883 - Pages: 4