Strengths In The SWOT Analysis Of Burberry

Improved Essays
Strengths in the SWOT analysis of Burberry
Iconic fashion Brand: Having 156 years of long history, Burberry brand remains synonymous with British fashion. However, the company’s more recent fortunes have become more influenced by the tastes and aspirations of the Chinese market. It’s a manufacturer of Clothing, fragrances & fashion accessories. Burberry has always been known for providing high quality & long lasting garments for the customers.
Distinctively checkered pattern – Instantly recognizable: Burberry’s distinctive check pattern is one of the most widely copied trademarks in the world. The brand is also well known for the creation of the trench coat primarily for the 1st world war, which became popular after that.
Focused branding
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Burberry sells its products to the end consumer through both retail & wholesale channels. For fy 13-14 Retail accounted for 70% of the revenue & wholesale 27%. Burberry also has licensing agreements in Japan & globally.
Reinvented itself from a mere manufacturer to lifestyle brand: Burberry’s management has made smart decisions in investing in revamping its brand as well as expanding it. The company started offering trendy fashion goods along with its regular products. Over the years, Burberry’s design has become prestigious, serving as an icon of cult status, class, tradition, and
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Developing emerging markets: Entering into new potential markets like Thailand, Turkey, Mongolia, Egypt and many other potential countries will be the only way to succeed in the future because developed economies are already having high competition. EMEIA (Europe, Middle East, India and Africa) & Asia Pacific has a growth rate is 17-18% (2014) only. Penetrating in these markets can increase their revenue.
Expansion in product line: Expanding its product line will open a new set of opportunities while at the same time it can differentiate itself from the competitors.
Increasing demand of premium products: If we only consider the Indian market then there is a growth rate of 33% in demand of premium products this tells us the future opportunity & expanding market size of these high range products in the developing nations.
Threats in the SWOT analysis of Burberry
Competition from the other players: Intense competition from other players in Players like Gucci, Louis Vuitton & Prada having presence worldwide possess serious threat to the existence of

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