Burberry Case Study

The Burberry brand has grown in leaps and bounds since its inception in 1856 to it currently being perceived as one of the top brands in the fashion world. However in spite of the numerous accolades, the Burberry brand leaves a lot to be desired when it comes to establishing itself as the number one Fashion and Lifestyle brand in the world. Today, Burberry is facing numerous challenges in terms of managing their various product categories including new possible inclusions into their already existing wide product portfolio. Another major problem is association with non-targeted customers like Hip-Hop artist which are not part of their original target market and could tarnish their reputation of Burberry being a brand mainly for the higher elite class. A final problem exists with the ubiquity of their trademark Check which has varying result in terms of sales from their wide range of products. However the major problem is how does Burberry manage the growing popularity of their brand without drowning in their own success?

From the various sales figures and statistics, it is pretty evident what is causing the various problems Burberry is facing. Even though Burberry has got the ‘ Who's who' in terms of fashion designers, their lack of product categories has led to having only a 5.2% market share in the luxury good market, 4% in accessories market and a mere 3% in the Apparel market. Variance of consumer tastes and lack of clear target markets has led the brand to have very unstable and irregular sales in all product categories in terms of the appearance of their check on products. The growing popularity of the brand has also influenced non targeted customers to use the brand which Burberry fears could tarnish the elite reputation of the brand.

In terms of solutions, Burberry could enforce a variety of options to enhance its sales and growth into the foreseeable future. They could start by have a product line extension like ‘Burberry Trendz' or ‘Burberry