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Luxury Burberry’s Exclusive Marketing Strategy – A Case Study

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This luxury British fashion house makes, designs, and distributes ready wears, accessories, perfumes and is very famous for its trench coats. It is none other than Burberry. 

It has been associated with numerous contributions that have made it a leading name in luxury ready-to-wear clothes. Today, the name Burberry is synonymous with excellence and quality in the fashion world. 

In this case study, we would go through learning about the marketing strategy of Burberry in greater detail by going through its 4Ps of the marketing mix, its marketing and campaign strategies, along with digital marketing strategies. So, let us start by understanding about Burberry as a company in the coming section.

Digital-Marketing-MasterClass

About Burberry

Burberry is a luxury fashion brand that offers personal accessories, footwear, clothing, etc. It was established in 1856 by an Englishman Thomas Burberry. The company has come a long way from its manufacturing of waterproof fabrics to designing a luxurious, high fashion clothing line.

Marketing Strategy of Burberry - A Case Study - About Burberry

The luxury fashion house sells accessories, apparel, shoes, jewellery, small leather goods, handbags and also has other beauty businesses. 

It caters to the luxury market and manufactures, designs, and distributes its products all around the world. Its products satisfy almost all age and gender demographics. 

Headquartered in London, the company is listed on the London Stock Exchange and is a member of the FTSE100 index.

Now that we know about the company, let us go through Burrbery’s business activities further by going through its 4Ps of the marketing mix in the coming section.

 

Marketing Mix of Burberry

A marketing mix is the set of four different components that a company uses to promote its products to its target market in order to generate sales. The marketing mix is often referred to as the 4Ps, because of the four parameters: Product, Price, Place, and Promotion.

Let us see how Burberry has formulated its marketing mix strategy in the coming sections.

 

Product Strategy of Burberry

Burberry’s product strategy includes many business segments that cater to all age groups. Broadly, it sells apparel, handbags and small leather goods, shoes, and jewellery.

They have an extensive product line in different categories like women’s, men’s and outerwear, handbags, fragrances, sunglasses, etc.

All their products are manufactured by them at their Burberry factory keeping in mind the company’s aesthetic and fashion style. Each product the brand produces has its own story behind it.

The company is known in the international market because of its quality, durability & intricate designs and so it develops its products accordingly.

 

Price Strategy of Burberry

Burberry prides itself on its product-development culture. It invests heavily in research, development, prototyping, and production in order to make the best apparel for its customers.

It follows a premium pricing policy because they cater to a high-class elite zone as all the products are luxurious, based on excellent craftsmanship and innovative designs. The company is among the most expensive retailers in the world and they certainly know how to price its matters. This is how Burberry plays around its price strategy. 

 

Place and Distribution Strategy of Burberry

Talking about the place and distribution strategy of Burberry, being a multinational company, it operates on almost all continents except Antarctica. With 421 stores across the world, the luxury fashion brand has a strong presence in Europe and Asia. Its stores operate on the lines of providing the luxury store experience and elevate customer service. 

 

Marketing Strategy of Burberry - A Case Study - Marketing Mix - Place Strategy

Marketing Strategy of Burberry - A Case Study - Marketing Mix - Place Strategy

The company has also shifted its focus on selling through e-commerce mediums. The Covid – 19 pandemic has clearly shifted the focus of consumers towards digital channels and forced Burberry to rethink its physical distribution touchpoints.

 

Promotion Strategy of Burberry

Burberry’s promotion strategy revolves around conducting consistent promotional activities. It uses both traditional and modern methods to market its products and its name. Talking about its traditional marketing approach, it uses advertisement commercials, print, and outdoor advertising. 

 

Marketing Strategy of Burberry - A Case Study - Marketing Mix - Promotion Strategy

 

However, over the years, Burberry has been focusing primarily on promoting itself via digital channels. The company regularly comes up with new campaigns and events. 

It has also signed country-wise brand ambassadors to promote its products and increasingly focuses on extensive digital campaigns.

Now that we understood how Burberry presents its offerings to the target audience, let us now go through the marketing strategies of Burberry that it has undertaken over the years to market itself.

 

Marketing Strategy of Burberry

Marketing Strategy is a set of approaches to communicate with the target market, develop a strategy, and determine the company’s goals.

Burberry, being a global brand, has incorporated many different marketing strategies in order to reach its goal of getting customers to purchase its products. So, let us go through the marketing strategies it has implemented to promote its luxury products.

 

Brand Ambassadors of Burberry

Brand Ambassadors are the stars of any successful brand. We live in a faster, more mobile world. Communication is instant and very personalized. Brand Ambassadors act as a bridge between a company and the customers. They also help drive traffic, create buzz, and build trust in their niche communities.

 

Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy

 

In Burberry’s brand ambassadors strategy, the company has signed young artists and sports celebrities at the country level. These influencers promote their products to the masses, and it has proven to be a successful move.  

The celebrity team consists of Manchester United’s star forward Marcus Rashford, Korea’s Lucas Wong, and popular Chinese actress Zhou Dongyu.

 

Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy

Marketing Strategy of Burberry - A Case Study - Brand Ambassador Strategy

 

Video Games – Digital Marketing Strategy of Burberry

Burberry’s growth strategy has always been rooted in the core of its culture, which is to continuously challenge itself and others. A key element of this strategy has been the ability to innovate – both on-premise innovations and on digital campaigns like the launch of mobile games. This concept was a part of Burberry’s digital marketing plan.

 

Marketing Strategy of Burberry - A Case Study - Digital Marketing Strategy - Video Games

Marketing Strategy of Burberry - A Case Study - Digital Marketing Strategy - Video Games

These games, B Bounce and RatBerry have accelerated the consumers’ engagement with the brand both, at retail outlets as well as interacting online with friends, family and fellow consumers throughout the world through this game.

 

Pop Up Store Strategy of Burberry

When a brand opens pop-up stores, it serves two purposes. Firstly, the popups offer brands the chance to engage with customers and inform them about their products and services. Secondly, it provides a way for brands to show off new products without requiring physical store space. 

Burberry’s trendsetting pop-up stores are using a unique kiosk-like rollout to introduce their products to consumers in select locations. As usual, they strive to be the best in class when it comes to delivering the perfect customer experience.

 

Marketing Strategy of Burberry - A Case Study - Pop Up Stores

 

Marketing Strategy of Burberry - A Case Study - Pop Up Stores

 

Marketing Campaigns of Burberry

There is nothing more powerful than a brand that is marketing to increase its brand awareness and brand preference. In a very short period of time, any company can see its market popularity and reap benefits from getting involved with various campaigns and events. 

In Burberry’s case, the company takes an active part in creating new campaigns, both digital and offline, for its audience at the country level. 

 

Voices of Tomorrow – Burberry x Marcus Rashford Campaign

Burberry has introduced a unique campaign called “Voices of the future” to encourage young people to speak their minds. Through this campaign, the brand hopes to create a change in the youth culture and bring communities closer. 

 

 

It has collaborated with Marcus Rashford to promote this campaign. With this campaign, Burberry represents the longstanding importance of supporting the community as the luxury fashion house pledges to support the voices of tomorrow to build a better future. 

With this we have come to an of this case study, let us summarise everything in the final section of this case study.

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Conclusion

Burberry is one of the most influential fashion brands in the world. Since the company’s creation, it has been a prominent name among fashion critics and buyers, setting its niche really into the high-end customer.  

However, in this rapidly digitizing world, the company has been doing its best to adapt to newer and newer changes with the passing. From recently being in the news for setting up digital stores to incorporating creativity with artificial intelligence, Burberry has all bases set in the right places.

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle. 

Until then, see you next time!

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

Aditya Shastri

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