Burberry in china case study

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Burberry in china case study

No comments Burberry Group Plc is a British luxury fashion house that distributes clothing, fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks.

Burberry is most famous for its iconic trench coat, which was invented by founder Thomas Burberry. The company has branded stores and franchises around the worldand also sells through concessions in third-party stores.

This number is expected to grow to in less than five years. Communication budgets of Burberry are smaller than those of leading luxury brands, but Burberry has a very strong and positive reputation.

Burberry has also benefited from the expertise of Ogilvy, the PR and communication leader in China.


Burberry is hardly present in Chinese magazines and displays. Communications efforts are mainly focused on areas of strategic locations, such as airports, shops in famous shopping malls and especially on Internet shopping websites.

In order to create new communities of interest, the brand has established a leading presence across different social media platforms. For instance on Facebook, Burberry is the leading luxury brand with over one million fans.

It uses these social media platforms to promote the flagship-store opening of the brand.

Burberry in china case study

The outlook in the future for the Group is to increase investment in areas such as digital commerce where the focus is to build a global platform for online sales and enhance digital marketing and content capabilities.

Pricing strategy Apart from its promotion strategy, Burberry also adapts a unique pricing strategy. The most exclusive luxury line is Burberry Prorsum. Considering the growing middle class in China that still receive a limited monthly income, Burberry Brit is a more affordable option for Chinese consumers.

Then Chinese consumers can trade up to buy London Prorsum when they are at the top of their career.Methodology This case study is base on the framework of Burberry’s Revival can it sustain article written by Doris Rajakumari John.

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The leading source for e-commerce news, strategies and research. Including webinars, blogs and e-retailer rankings, Top Established and registered as a charity in England and Wales “Helping young people realize their dreams through the power of creativity” Dedicated to supporting young people, helping them to realize their full potential Encourages employees to volunteer their time and.

GlaxoSmithKline plc (GSK) is a British pharmaceutical company headquartered in Brentford, London. Established in by a merger of Glaxo Wellcome and SmithKline Beecham, GSK was the world's sixth largest pharmaceutical company as of , after Pfizer, Novartis, Merck, Hoffmann-La Roche and Sanofi..

Emma Walmsley became CEO on 31 March and is the first female CEO of the company.

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