Why Burberry?

When people come across the trademarked checkered pattern, the brand Burberry often comes to mind. According to the CNBC article,” Burberry said its revenues rose to £574 million ($879.7 million), a rise of 22 percent in its fiscal third quarter”, while other brands like Prada, Gucci and LVMH have said to have decreased or kept constant in sales as compared to other years. What exactly has this company done in order for its sales to increase?  Does this luxury brand really attract more people than others?  Burberry has had a history since the early 19^th century and has continued to bloom ever since.  It is a brand that greatly emphasizes it long heritage, which can be visually seen on its website.  On the site a timeline is presented with years from when the brand was created till present.

I believe one of the reasons behind the success of the brand Burberry is the experience and atmosphere customers are encountering in the stores.  For example with the advancements in technology, Angela Ahrendts, the CEO of Burberry says that inside the 180 Burberry stores are Ipads, where customers are able to check right away for a certain item they may want.  By doing this customers have the capability to access the items in all circumstance and thus increasing the likelihood of a purchase.  As well, inside the store there is live streaming of the fashion shows in London, giving consumers the feel that they are physically at the show.  In this way, customers will want to stay in the store longer in the store.  By implementing the different technologies into the store, I think consumers will not only remember the name Burberry, but attached with the brand name is this pleasure and excitement they encountered when they were in the store.

Another reason that plays a role in the success of this brand is knowing who their target consumers are.  From the CNBC article Burberry understands that Asia plays a huge role in the high revenues and that “ Burberry has a long story, they are an Asia story and they have it figured it out. The Asian consumer loves a very traditional story.”   Burberry is continually investing into the flagship stores in China.  When companies understand what their consumers are looking for and are able to provide it, the brand has successfully attracted their customers to continually return.

Sources:

http://www.cnbc.com/id/46024993/What_Burberry_Is_Doing_Right_That_Other_Luxury_Retailers_Are_Not  

www.burberry.com

http://2threads.com/article/burberry-flagship-store-opens-in-sydney

 http://burberrytie.org/burberry-online-shop/