BURBERRYLONDONENGLANDFURNITUREBrandExtensionLenore.TL.Emerson.Adeline
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Table of Contents3Current Products..Ownership.Market Size.SWOT Analysis.KeyCompetitorsTarget Customer.Products.ngPricingStrategy...PlacementStrategyPromotion....People.Sources
Introduction andHistoryBurberry Group PLC is a Britishluxury fashionhouse headquartered in London, Englandlyfocusingonthe development of outdoor atirethe fashion house hasmovedinto the highfash-ionmarket,developing a first of its kind fabricand waterproof, and exclusively made for thebrandTheir pattrn-basedscarves, trench coat, andotherfashion accessoriesare unique.The firstshopopenedin the Haymarket, London,in1891Burberrywasan independentfamily-controlledcompanyuntil1955, whenit was reincorporatedIn2005, it completed itsdemergerfromGUS plt,the company'sformermajorityshareholder.rberrySpring2001BURBERRY
CurrentProductsBurberr'smainfashion house focuses on andtrench coatsouterweafashion accessoriesfragrancessunglassescosmetics
CurrentOwnershipBurberryGroupPLCIsapublic limitedcompanyStructure:79.85%-institutionalownership18.64%-bythegeneralpublic.21%privatecompaniesRiccardoTisci-CreativeDirectorMarcoGobbetf-ChiefexecutiveofficerJulie Brown-Chief operating and financialofcerFabiolaArredonda-non-executivedirectormeyDarroch-SeniorIndependentdiector原Ron Frasch-non-executivedirectorMathewKey-non-executivedirectorSameCarolynMcCllnon-executvedirectorOraNichlonna-non-executive director
3gangCurrentRevenue2,733masof20182,766m-20172,515m-20162,523m-20152,330m-2014
ChannelsofDistributionRetal=2,177b(2,8616U5D)81.84%Wholesale=453m(595mUSD)17.03%70%of salesinfluenced bydigtalmarketing,BURBERRY#ofstores-240155-Concessions(64.58%)54-Outlets(22.5%)46-Franchisestores(19.16%)Riccardo Tind,frst BurberryCampal
Luxury Furniture MarketShare(%), By GeographyChannelsofDistributionSizeofthemarket-Thesteoftheluxury funituremarketisnowaround 25 billionAsof2017,itwas23.05 bllionIt isexpected tobeat31lbllinby2024NorthAmericaholdsthelargest percentageofmarketsharesMEurope#Asia-PacificSouthAmericaMiddleEast&.Africa
SWOTAnalvsisStrengths:Opportunity:Long history(since 1856)-The longhistoryof theExpanding productlines-Wderangeofprod-uctswillincreasesales.Recent logochange to appeal to a younger audiHighdemand forluxuryforsocialmedia-Risein,nce-Widerrangeofcustomnd opportuni-demand forluxury goods, especially with recog-tiestosell to youngeraudiencesHighlyrecognisable pattern-The patternisselfSeliginewecounties-agerdemogaphic andmarketing because it is recognizablemoresales opportunities.Dightalpresence(%ofallsalesweremobleThreats:transactions,70% influenced by digital market-Other highendfurniture lines with more experking)-Moremarketing opportunties throughence-Luwury band swth an etablshed reputa- tlonin the furniture will threatensales.Weaknesses:Couterfetcoies- akes wl hreaten theslesHighprices-Only a certain demographlc have ac-and exclusivity of the line.cesstotheproducts,Quickly movingtrends-Largerlkllhlod forNew...
