SUBMITVERSION - Sustainable Strategy Assessment Brief M002LON BURBERRY BENJARAT ROJRUNG ID 6759302 Seminar Tutor MIKE ELKIN Submission Date 14 November

SUBMITVERSION - Sustainable Strategy Assessment Brief...

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Sustainable Strategy Assessment Brief M002LON BURBERRY BENJARAT ROJRUNG ID: 6759302 Seminar Tutor MIKE ELKIN Submission Date: 14 November 2016 Word Count: 1600
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Table of Contents EXECUTIVE SUMMARY ................................................................................................... 2 INTRODUCTION ............................................................................................................... 3 BUSINESS ENVIRONMENT AND STRATEGIC ANALYSIS ........................................... 3 P ORTER 5 F ORCES ........................................................................................................... 4 PESTEL A NALYSIS ........................................................................................................... 5 V ALUE C HAIN ................................................................................................................... 7 CRITICAL EVALUATION .................................................................................................. 9 SWOT & TOWS ............................................................................................................ 9 TOWS MATRIX ........................................................................................................... 10 CONCLUSION & RECOMMENDATION ......................................................................... 11 BIBLIOGRAPHY ............................................................................................................. 11 APPENDIXES .................................................................................................................. 14 1
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Executive Summary Burberry is founded in 1856 by Thomas Burberry. It is a luxury fashion house of British origin. Burberry is the brand that dresses the royalty in Great Britain. It is famous worldwide for its "raincoats" that were created for the high military ranks during the First World War but, later, it was commercialized to the public. It is also famous for its interior design of its products consisting of Scottish plaids. Burberry has achieved more than recognition as an anion brand in England and has ambassadors such as David Beckham, Harry Styles, Kate Moss or Cara Delevingne. Since 2011, it has had an exponential growth in the digital world making it the brand of clothing with virtual campaigns. Introduction In the 19 th century, Burberry got popularized by the introduction of outerwear trench coat. Since then, it has become an emblem of class and sophistication. As for many luxury goods companies, the past decade has not been the easiest. However, since 2006, under the leadership of CEO, Angela Ahrendts, the fashion house has passed a brand identity dilemma, a global economic crisis, and achieved its transition to the digital age. Ahrendts has proved more than capable, with annual sales estimated at up to $ 2.5 billion for 2011, an increase of 17% over the previous year ( Cavender and Kincade, 2015) . Burberry has strengthened and expanded catapulting one of their five major luxury brands. Business Environment and Strategic Analysis When Rose Marie Bravo in 1997, become the CEO of the ailing fashion house Burberry, people thought she was crazy. Burberry, more known as designer of raincoats 2
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was described as an outdated business with almost zero prestige in fashion. During her tenure at Burberry, she carried out a transformation of the company in a surprisingly sophisticated way and offered everything from raincoats to bikinis, and handbags to luggage in a riot of colours from pink to blue and purple ( Furukawa, 2016) . In less than a decade, Burberry had become one of the most valuable and luxurious fashion brands in the world. Bravo managed the transformation and explained that there was a hidden value in the brand which she released through creativity and constant innovation. Porter 5 Forces Bravo hired world-class designers to reinvent the boring design line of the brand, including Christopher Bailey, one of the best, to lead the design team. The marketing department worked closely with advertisers to develop ads that would attract a younger audience with good purchasing power. Promoters of the new line included supermodel Kate Moss, and also a high fashion photographer hired to capture their creations. The
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  • Winter '16
  • MANAGEMENT
  • Business, Management, ........., Luxury good, Luxury vehicle, Burberry

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