Burberry SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 20082
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SWOT Analysis of Burberry with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Burberry

Parent Company

Burberry

Category

Apparel and Accessories

Sector

Lifestyle & Retail

Tagline/ Slogan

Burberry

USP

It is a brand with a distinctive British sensibility, strong international recognition and differentiating brand values that resonate across a multi-generational and dual-gender audience

STP

Segment

Elite fashion for males and females in the premium segment who appreciate the British clean, smart and timeless classic style.

Target Group

Middle aged men and women from upper class

Positioning

Brand showcasing quality, style and elegance where beautiful craftsmanship is contrasted with form and function

SWOT Analysis

Strengths

1. Huge network of retail, wholesale and licensing channels globally
2. One of the biggest fashion houses in UK offering clothes, perfumes, beauty products etc

3. Granted Royal Warrants by Queen Elizabeth II and the Prince of Wales.

4. One of the most valuable companies in the world owing to its legacy
5. Good advertising and brand presence in Europe specially England
6. Associations with international celebrities to reach out to the customers

Weaknesses

1. Due to Burberry’s positioning it is very much accessible in the high-street, and has a low couture presence.
2. The brand can diversify into youth everyday fashion as currently the apparels have too much of English appeal.

Opportunities

1. After collaboration with other brands, the brand hopes to make fashion more affordable.

2.More advertising and marketing would increase visibility

3. Global expansion would help the brand grow worldwide

Threats

1.The brand faces threat from other competitive everyday brands in terms of pricing as well as availability

2. The customers have a higher bargaining power and low switching costs

Competition

Competitors

1.Louis Vuitton
2.Gucci

3.Prada



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