Burberry SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Burberry analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Burberry SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Burberry to benchmark its business & performance as compared to the competitors and industry. As of 2020, Burberry is one of the leading brands in the lifestyle and retail sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Burberry competitors and includes Burberry target market, segmentation, positioning & Unique Selling Proposition (USP).

Burberry SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Burberry Brand Analysis
Parent Company



Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan



Burberry 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

Burberry STP
Burberry Segmentation

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

Target Group

Middle aged men and women from upper class

Burberry Positioning

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

Burberry SWOT Analysis
Burberry Strengths

Below are the Strengths in the SWOT Analysis of Burberry:

1. Burberry has a huge network of retail, wholesale and licensing channels globally

2. Burberry is 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 makes Burberry a prominent brand

6. Associations with international celebrities to reach out to the customers

7. Close to 10,000 people are employed with Burberry company

8. The brand has its presence in more than 50 countries & 500+ stores

Burberry Weaknesses

Here are the weaknesses in the Burberry SWOT Analysis:

1. Due to Burberry’s positioning it is very much accessible in the high-street, and has a low couture presence.

2. The brand has to constantly fight with cheap imitations

Burberry Opportunities

Following are the Opportunities in Burberry SWOT Analysis:

1. After collaboration with other brands, Burberry can try to make fashion more affordable.

2. More advertising and marketing would increase visibility

3. Global expansion would help the brand grow worldwide

4. Effective use of ecommerce can make Burberry reach out to more customers

Burberry Threats

The threats in the SWOT Analysis of Burberry are as mentioned:

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

3. Intense competition in the segment can reduce Burberry's market share

Burberry Competition

Below are the top 11 Burberry competitors:

1. Chanel

2. Christian Dior

3. Gucci

4. Ralph Lauren

5. Prada

6. Gucci

7. Louis Vuitton

8. Hugo Boss

9. Hermes International

10. Versace

11. Valentino S.P.A

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Burberry. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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