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Burberry SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 01, 2023Read time:

Here is a detailed SWOT analysis of Burberry covering strengths, weaknesses, opportunities and threats.

Burberry Strengths

  1. Burberry is a leading fashion brand and has a huge network of retail, wholesale and licensing channels globally
  2. Burberry has a wide product range, offering clothes, perfumes, beauty products etc.
  3. The brand has been granted Royal Warrants by Queen Elizabeth II and the Prince of Wales
  4. It is one of the most valuable companies in the world owing to its legacy, since it started in 1856
  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 has benefitted the company
  7. Close to 10,000 people are employed with Burberry company
  8. The brand has its presence in more than 50 countries through more than 400 stores
  9. The Burberry website offers its entire product line for online shopping and once a customer purchases these goods, they are delivered to them directly
  10. The brand has focused on digital marketing to spread awareness via social media campaigns, online ads, video content etc.

Above are the strengths in the SWOT Analysis of Burberry. The strengths of Burberry looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Burberry Weaknesses

  1. Intense competition from other premium fashion labels leads to lower market share growth
  2. The brand has to constantly fight with cheap imitations, which hurts its brand image

These were the weaknesses in the Burberry SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Burberry Opportunities

  1. After collaboration with other brands, Burberry can try to make fashion more affordable and yet maintain its niche
  2. More advertising and marketing would increase visibility specially via fashion shows, international events etc.
  3. Global expansion to major international hubs would help the brand grow worldwide
  4. Effective use of ecommerce can make Burberry reach out to more customers

Above we covered the opportunities in Burberry SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Burberry 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
  3. Intense competition, economic recession & higher taxation in the segment can reduce Burberry's business

The threats in the SWOT Analysis of Burberry are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Burberry SWOT analysis.

About Burberry

The table below gives the brand overview along with its target market, segmentation, positioning & USP

Burberry Overview
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

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


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

This article has been researched & authored by the Content & Research Team which comprises of MBA students, management professionals, and industry experts. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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