Burberry 品牌延展手册【奢侈品】【品牌手册】.docx

BURBERRY

LONDONENGLAND

FURNITURE

BrandExtensionLenore,Tj,Emerson,Adeline

1

TableofContents

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

Burberny,pre-fall2019

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.

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Burberny,Spring2001

3

THEMONOGRAMCOLLECTIONMonogram

THEMONOGRAMCOLLECTION

MonogramStripePrintNylonBomberJacket

S1.390.00

MonogramStripePrintCottonOversizedT-shirt

$480.00

THE

THEMON00RAMcouFcnon

MorogramStripePrintNylonCarCoatS1,990.00

eobdptChtDetalCotton

5t990.00

THEMONOORAMCoLLECTION

MonogramStripePrintCottonOversizedPoloShirt

8520.00

THEMONOGRAMCOLLECTION

MonogramStripePrintCottonTreckpants

5760.00

THEMONOGRAMCOLLECTION

TheMonogramStripeE-canvasBarrelBag

8960.00

EWi

AnimalPrintCottonCorCost83,490.00

THEMONOGRAMCouLECTION

MonogramStripeE-canvas

Sneakers$490.00

CurrentProducts

Burberrysmainfashionhousefocusesonanddistributes

trenchcoats

ready-to-wear

outerwear

fashionaccessoriesfragrances

Burberry,Websitesunglassescosmetics

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