INVESTIGATION ON BURBERRY

2019.05.26 Sunday Burberry, Yorkdale

Burberry is one of a famous luxury brand that sells fashion items such as trench coats, luxury clothes, leather bag, scarves, accessories, etc. Consumers who are shopping are usually female with high income. They are also wearing other luxury brands products. It mainly targets families with wealthy backgrounds

Burberry claims to be specific for being luxury. In fact, Burberry has become an iconic luxury British brand. It has also gone luxury using digital marketing. They pull consumers through mass media and digital marketing. Besides marketing, the most famous products of Burberry, which has also turned Burberry one of the most luxury brand were their check pattern and the water-resistant trench coats.

Animal fur would be one of the hottest topics for most of the luxury clothing brand all the times. For Burberry, it is now working as a vegan brand. It has just announced that it would not be using real fur in its products, and it will be phasing out any existing products that are made from real fur: stop working with angora rabbit, fox, mink, raccoon fur, etc. However, shearling and leather will continue to be approved materials. Recently, Burberry has put much effort to be “socially and environmentally responsible”.

Through observing the stores, the mannequins used in the stores are assembled with high fashion senses as well. Each of the mannequins is placed with different poses, and are assembled with Burberry’s newest or most popular items. Also, there are not only one gender mannequins but with both genders and kids as well.

As mentioned previously, Burberry has been working so well on their social media marketing. Its advertisement is done with high quality as well. It has its own YouTube Channel, new advertisement are often uploaded, each with a different topic. Besides media advertisement, posters advertisement are also frequently seen at malls or inside the stores. They all look fancy and noble, with elegant colours like gold, black and silver.

Inside the stores, it is quiet but there are always consumers inside. It has very good consumer services: each employee is serving for each client. Sometimes when there are too many consumers visiting the stores, lining up outside the stores is required. I can also smell a faint fragrance. I assume that it is the perfume products sold by their brand.

I can see the elegant colour like gold, silver, and brown. Looking through the window, it contains art elements of colours. The design principles are balance, repetition, proportion, and rhythm. This type of window allows clients to have an entire view of the store. Most of the clothing items contain the texture of wools, twills, leather and cotton.

The environment of the stores is very calming, with very soft music. It makes people very relaxing when shopping in the store. The predominant materials used in the store are bricks and glasses. With using these two materials, it makes the store more resplendent and magnificent.

Reviewing the brand’s online presence, Burberry uses premium pricing strategy to sell its products. Being a luxury brand Burberry does not compete directly on price in its marketing mix with its competitors. Looking at their product’s quality, I do not think that the premium pricing matches the product’s quality. The pricing could be a bit cheaper. But since Burberry is a luxury brand targeting at high-income consumers, I think it makes sense.

This is the label from one of the Burberry clothing items. The label says that it is made in England and 100% cashmere. Through researching, there are two main Burberry manufacturing in the UK: Castleford & Keighley Mill. The Heritage trench coat is handmade made in Castleford, Yorkshire. While Keighley Mill is where Burberry produce the check lining fabrics used in the Heritage trench coat, as well as fabrics for accessories such as shoes and bags. Yet, these are not the only Burberry’s manufacturers. The UK is only the foundation, but there are also other products that are produced in other countries: Burberry line of Golf is made in China, some hats are made in Romania.