Burberry is a leading luxury fashion house headquartered in London, United Kingdom. The brand boasts of a rich and glorious history with a heritage of over 160 years. Its product lines span from ready to wear outerwear, fashion accessories, sunglasses to beauty products and fragrances.


Furthermore, the brand’s timelessness, elegance and craftsmanship has made it one of the most sought after brands in the world. Burberry being a luxury brand maintains a high pricing strategy which eliminates a lot of lower-end completion. The brand aims to offer  great service and comfort to all their customers and focuses on keeping them happy and loyal to them.


Burberry has always been a leader in innovation and retail technology when compared to its competitors. With various campaigns (The Art of the Trench, Burberry kisses, inventory sharing), the brand makes sure it stays connected to its customers as it considers digital technology a priority.A major risk for the brand would be an economic downfall. This could steer customers away from buying Burberry products which could put the brand in a financial risk at all times.


In this report, an analysis of the brand, two decades from now is being considered. This report focuses on how Burberry can re-emerge itself after two decades,  with technological advancements and an ever changing fashion industry. A promising brand extension proposal for this luxury house is being executed.




© 2018 Rutuja Mahajan

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