营销策划 -BURBERRY 品牌延展手册【奢侈品】.pptx

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

TableofContents

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,

thecompanysformermajorityshareholder.

Burberny,Spring2001

3

CurrentProducts

Burberrysmainfashionhousefocusesonanddistributes

trenchcoats

ready-to-wear

outerwear

fashionaccessories

fragrances

sunglasses

cosmetics

THEMONOORAMCoLLECTION

MonogramStripePrintCotton

OversizedPoloShirt

8520.00

THEMONOGRAMCOLLECTION

MonogramStripePrintCottonTreckpants

5760.00

THEMONOGRAMCouLECTION

MonogramStripeE-canvas

Sneakers

$490.00

THEMONOGRAMCOLLECTION

MonogramStripePrintCottonOversizedT-shirt

$480.00

THEMONOGRAMCOLLECTION

MonogramStripePrintNylonBomberJacket

S1.390.00

EWi

eobdptChtDetalCotton

5t990.00

a

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o

e

ar

La

ng

re

r

o

e

n

THEMONOGRAMCOLLECTION

TheMonogramStripeE-canvasBarrelBag

TH