营销策划 -BURBERRY 品牌延展手册【奢侈品】

TableofContents

Introduction/History 3

CurrentProducts 4

Ownership 5

Revenue 6

ChannelsofDistribution 7

MarketSize 8

SWOTAnalysis 9

KeyCompetitors 10

TargetCustomer 11

Products 12

PricingStrategy 18

PlacementStrategy 19

Promotion 20

People 26

Sources 27

Burberny,pre-fall2019

2

IntroductionandHistory

BurberryGroupPLCisaBritishluxuryfashion

househeadquarteredinLondon,England.

Establishedin1856byThomasBurberry,original-

lyfocusingonthedevelopmentofoutdoorattire,

thefashionhousehasmovedintothehighfash-

ionmarket,developingafirstofitskindfabric

calledGabardine,whichiscompletelybreathable

andwaterproof,andexclusivelymadeforthe

brand

Theirpattern-basedscarves,trenchcoats,and

otherfashionaccessoriesareunique.

ThefirstshopopenedintheHaymarket,London,

in1891.

Burberrywasanindependentfamily-controlled

companyuntil1955,whenitwasreincorporated.

In2005,itcompleteditsdemergerfromGUSplc,

thecompany'sformermajorityshareholder.

Burberny,Spring2001

3

THEMONOGRAMCOLLECTION

MonogramStripePrintNylonBomberJacket

S1.390.00

THEMONOGRAMCOLLECTION

MonogramStripePrintCottonOversizedT-shirt

$480.00

THEMON00RAMcouFcnon

MorogramStripePrintNylonCarCoatS1,990.00

EWi

eobdptChtDetalCotton

5t990.00

THEMONOORAMCoLLECTION

MonogramStripePrintCottonOversizedPoloShirt

8520.00

THEMONOGRAMCOLLECTION

MonogramStripePrintCottonTreckpants

5760.00

THEMONOGRAMCOLLECTION

TheMonogramStripeE-canvasBarrelBag

8960.00

EWi

AnimalPrintCottonCorCost83,490.00

THEMONOGRAMCouLECTION

MonogramStripeE-canvas

Sneakers$490.00

CurrentProducts

Burberry'smainfashionhousefocusesonanddistributes

trenchcoats

ready-to-wear

outerwear

fashionaccessoriesfragrances

Burberry,Website

sunglassescosmetics

4

RiccardoTisci,Burberny

CurrentOwnership

BurberryGroupPLC

Isapubliclimitedcompany

Structure:

79.85%-institutionalownership

18.64%-bythegeneralpublic

.21%-privatecompanies

RiccardoTisci-CreativeDirectorDr.GerryMurphy-Chairman

MarcoGobbetti-Chiefexecutiveofficer

JulieBrown-Chiefoperatingandfinancialofficer

FabiolaArredondo-non-executivedirector

lanCarter-non-executivedirector

JeremeyDarroch-Seniorindependentdirector

RonFrasch-non-executivedirector

StephanieGeorge-non-executivedirector

MatthewKey-non-executivedirector

SameCarolynMcCall-non-executivedirector

OrnaNichionna-non-executivedirector

5

CurrentRevenue

2,733masof20182,766m-2017

2,515m-20162,523m-20152,330m-2014

BurberyMonogramcampaign

6

ChannelsofDistribution

Retail=2,177b(2,861bUSD)81.84%

Wholesale=453m(595mUSD)17.03%

Licensing=30m(51mUDS)1.12%

MobileTransactions=40%(1.09bGBP,1.43bUSD)70%ofsalesinfluencedbydigitalmarketing

#ofstores-240

155-Concessions(64.58%)

54-Outlets(22.5%)

46-Franchisestores(19.16%)

RiccardoTisci,FirstBurberrycampaign

7

LuxuryFurnitureMarketShare(%),ByGeography

ChannelsofDistribution

Sizeofthemarket-

ThesizeoftheLuxuryfurnituremarketisnowaround25billion

Asof2017,itwas23.05billion

Itisexpectedtobeat31billionby2024

NorthAmericaholdsthelargestpercentageofmarketshares

Europe

Asia-Pacific

SouthAmerica

NorthAmerica

MiddleEast&Africa

8

SWOTAnalysis

Strengths:

Longhistory(since1856)-Thelonghistoryofthe

brandgivesthemagoodreputation.

Recentlogochangetoappealtoayoungeraudi-

ence-Widerrangeofcustomersandopportuni-

tiestoselltoyoungeraudiences.

Highlyrecognisablepattern-Thepatternisself

marketingbecauseitisrecognizable.

Digitalpresence(40%ofallsalesweremobile

transactions,70%influencedbydigitalmarket-

ing)-Moremarketingopportunitiesthrough

highlypopulateddigitalchannels.

Weaknesses:

Highprices-Onlyacertaindemographichaveac-

cesstotheproducts.

Newtothefurnitureindustry-Noestablished

reputationinfurniturecomparedtootherhigh

endfurniturebrands.

Opportunity:

Expandingproductlines-Widerrangeofprod-

uctswillincreasesales.

Highdemandforluxuryforsocialmedia-Risein

demandforluxurygoods,especiallywithrecog-

nizablelogos.

Sellinginnewcountries-Largerdemographicand

moresalesopportunities.

Threats:

Otherhighendfurniturelineswithmoreexperi-

ence-Luxurybrandswithanestablishedreputa-

tioninthefurniturewillthreatensales.

Counterfeitcopies-Fakeswillthreatenthesales

andexclusivityoftheline.

Quicklymovingtrends-Largerlikelihoodfor

itemsgoingoutofstyleandbecomingirrelevant.

BurberryCampaign

9

10

KeyCompetitors

Fendi

Armani

Versace

RoveConcepts

Vipp

PRODUCTCATEGORY

PriceRange

PriceRange

PriceRange

PriceRange

PriceRange

Couch

$1,200-$16,000

$3,000-$5,000

$1,750-$5,000

$1,000-$5,000

$10,000-$12,000

CoffeeTables

$5,000-$13,000

$2,000-$5,000

S1,000-$4,500

$500-$2,000

$2,000-$3,000

Rugs

$3,000-$10,000

$6,000-$27,000

$500-$2,000

$500-$1,000

N/A

Lamp

$1,200-$3,000

$1,500-$3,000

$1,000-$2,500

$100-$500

$250-$600

Dressers

$4,800-$10,000

$2,500-$6,000

N/A

$1,000-$2,000

$3,00-$4,000

TargetConsumer

Gender:Female

Age:30

Income:200,000

Education:YaleUniversitygraduate

Lifestyle:Brunch,Tennis,Golf,Boating,Fashion

Work:Surgeon

Belief:Labelsareimportanttoher,themoreex-pensivethebetter,givesintothehype,doesitfor

theinsta,likestoflex

Car:2019Mercedes-BenzG-Class

SocialMedia:Instagram,Snapchat,Facebook

Shop:LuxuryBrands,Hypeditems

11

Couch1

Products

ColorWay3

ColorWay1

ColorWay2

12

Couch2

Products

ColorWay1ColorWay2

ColorWay3

13

14

Products

CoffeeTable1

那愿

形愿

Dresser1

Products

愿

愿

愿

愿

愿

15

Rug1Rug2Products

16

Lamp1

Products

17

18

PricingStrategy

Fendi

PRODUCTCATEGORY

PriceRange

Couch

$1,200-$16,000

CoffeeTables

$5,000-$13,000

Rugs

$3,000-$10,000

Lamp

$1,200-$3,000

Dressers

$4,800-$10,000

Couch1$12,000

Couch2

$16,000

CoffeeTable1

$7,000

Dresser1

$9,000

Rug1

$6,000

Rug2

$6,000

Lamp1

$3,000

Lamp2

$2,500

PlacementStrategy

Whereandhowitwillbesold

InBurberrystoresandonline,customizable,madetoorder

Justification

TheBurberryhomelinewillonlybeavail-

ableinspecificlocationstoupholdtheex-

ThomasBurberrMonogramprojectedontoGlobalHarbor,shanghai

clusivereputationofthebrand

Positioning

Exclusive,highend

BrandFit

Theexclusivityfitstheexistingbrandiden-tity

EstablishedRelationships

CustomersalreadyloyaltotheBurberrybrand

19

PromotionStrategy

Howwilltheconsumerknowabout

theproduct?

Thelinewillbeadvertisedthroughsocialmediaposts,printads,displayedin-store,

celebrityambassadors,andtheBurberry

room.

In-storesignage

Digitaladsinstore

Productswillbedisplayedinstore

Socialmediamarketing

Photosofproductswillbepostedandalso

showninlivingroomsettings

Instagram-stories,postsSnapchatFilter

Webpage

Newtab/sectionforBurberryhome

AdvertisingthenewlineonthehomeScreen

WindowDisplay

Furnituresetupinthewindow

“Livingroom”setup-replicatingthe“Burb-

erryroom”

20

Website

BURBERRYWOMENMENCHILDRENBAGSRUNWAYHOMEARTICLESTHETRENCHCOAT0O凸0

BURBERRYHOME

LONDONENGLAND

SHOPNOW

21

In-Store

BURBERRY

BURBERRYHOME

LONDONENGLAND

OShutterslock/Sorbis

22

In-Store

23

24

Ad

BURBERRYHOME

LONDONENGLAND

Instargram

Verizon

Verizon

19:33

19:33Verizon19:33

burberry

stagzam9nstagyam

14.6M

wcburberry

3431

posts

1

followings

wburberry

followers

BURBERRY

EditProfile

LONpowtuNO

burberry

Shopthe#burberryhomecollection

www.brby.co/7xe

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25

26

People

TheBeckhamfamilyandGigiHadidwill

bothbethebrandambassadorsfortheex-

tensionline.

RomeoBeckhamhasbeenaBurberrymod-

elinthepastandGigihasrecentlystarted

modelingforthecompany,soitwillbea

nicecombinationoftheoldandnewBurb-

erry,appealingtobothaudiences.

Sources

/indus

-try-analysis/furniture-market

/PDF/

press-release/W0_July17_PR.pdf

/content/dam/

burberry/