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Istituto Marangoni London
30 Fashion Street · London E1 6PX · United Kingdom
t +44 (0)20 7377 9347 f +44 (0)20 7377 9314 · london@istitutomarangoni.com
Istituto Marangoni limited registered office: 30 Fashion Street · London E1 6PX · Registered in England & Wales no. 4551096
registered v.a.t. no. gb 810274857
Engaging with the changing Consumer and adapting media and digital
strategies: What does it mean for Burberry?
Keeping up with the latest fashion trends and showing off your newest designer purchases
typically correlates to social events and being out and about. Luxury Stores are designed to take
consumer interactions on social channels and bring them to life through traditional retail stores
(Digital Media Solutions, 2020). Consumers throughout the luxury market are accustomed to
above-average experiences from start to finish. This combination of integrated social media,
shopping, and payment platforms has had a dramatic impact on consumer behaviour and
expertise. Video content has become more critical, with shorter, highly engaging formats growing
disproportionately in relevance (Jing Daily, 2020). It is vital for luxury brands to balance their digital
strategies, adapting to new digital marketing trends, and speaking to their customers through
capitalising on the synergies of using social channels.
CASE STUDY GUIDELINES/REQUIREMENTS
Learning Outcomes:
LO 1 Evaluate how luxury brands design, develop and implement marketing strategies to
deliver superior and sustainable value to their customers.
LO 2 Assess the effects of various innovations and creative approaches in marketing on how
luxury brands adopt communication strategies.
LO 3 Identify systematic and creative solutions for luxury marketing problems, through a critical
scrutiny of theories and current practices in the industry.
LO 4 Evaluate how Luxury marketing practices will evolve in the context of technology
developments, sustainability and changing consumer trends.
Burberry: Company Background
Burberry is founded in Basingstoke by draper Thomas Burberry. His original focus was outdoorready attire, which was favoured by Lord Kitchener and Lord Baden Powell. In 1891, Burberry
opened its first store on Haymarket, London. In 1914, and in the First World War, the Burberry
trench was worn by British officers in the trenches. Designed for the military, each unmistakeable
detail of the Burberry trench coat was introduced to serve a purpose. It was known as the
“Tielocken” and featured a belt with no buttons and protected the body from head to toe. In 1920,
Istituto Marangoni London
30 Fashion Street · London E1 6PX · United Kingdom
t +44 (0)20 7377 9347 f +44 (0)20 7377 9314 · london@istitutomarangoni.com
Istituto Marangoni limited registered office: 30 Fashion Street · London E1 6PX · Registered in England & Wales no. 4551096
registered v.a.t. no. gb 810274857
Burberry became a publicly quoted company for the first time. In 1940’s during the Second World
War, Burberry supplied the British Army with a range of military apparel and accessories, including
the trench coat. Burberry also catered for various other divisions of the British Armed Forces,
including the Royal Air Force (RAF), the Royal Navy, the Royal Pioneer Corps, the Officer Cadet
Training Unit (OCTU), and the Auxiliary Territorial Service (ATS) – including the women’s division.
In 2000, Burberry opened the first store on Bond Street, London, reflecting the brand’s status as
an iconic, global luxury brand. In 2011, Burberry.com launched. It is now available in 44
countries, in 11 different languages and is optimised for iPad, iPhone and other mobile devices.
2012 witnessed the opening of 121 Regent Street, London, delivering the most digitally
advanced brand experience, bringing every aspect of burberry.com to life in a physical
environment for the first time. In 2017, Marco Gobbetti was appointed as Chief Executive
Officer, while in 2018, Riccardo Tisci was appointed Chief Creative Officer, followed by Burberry
launching a new brand logo and refreshing Thomas Burberry monogram with Peter Saville. In
Sep 2018, Burberry announces a ban on burning all unsold products and the use of fur in
manufacturing (Burberry.com and GQ Magazine, 2020). Today, in October 2021 Jonathan
Akeroyd has recently been appointed as the new CEO with exciting times awaiting and his
appointment completes the British Luxury Brand’s turnaround and new position.
Assignment Task
You are asked:
• To research the growth of the Burberry along with the brand external and internal
(business environment) factors and consumer trends.
• To understand the current market segments of Burberry and to identify a gap in the
market that hasn’t been targeted yet. This could be supported by primary research of
their consumers.
• To implement a feasible marketing mix by addressing the product range, price and retail
and develop an innovative marketing communication campaign (offline and digital)
creating a 360 degrees customer experience suitable for today’s luxury market. The aim
here is to bring the Burberry traditional and new consumer closer to the brand.
• To analyse how Burberry can grow its community of new followers / consumers, adapting
to new trends around digital fashion, with a focus on social channels.
Istituto Marangoni London
30 Fashion Street · London E1 6PX · United Kingdom
t +44 (0)20 7377 9347 f +44 (0)20 7377 9314 · london@istitutomarangoni.com
Istituto Marangoni limited registered office: 30 Fashion Street · London E1 6PX · Registered in England & Wales no. 4551096
registered v.a.t. no. gb 810274857
Part 1: Group Presentation (40% of the overall unit grade – 04/01/2022)
Summary of the current Brand Strategy
• (Marketing / Branding)
Market Research and trends
o PESTEL (country of reference; relevant to brand)
o Fashion / luxury industry research
o Consumer and lifestyle trends
o Retail and distribution trends
Competitive Environment
o Direct competitors (positioning map)
o Target market
o Product offering (breadth, depth)
o Pricing
o POD (point of difference that is difficult to imitate)
Rationale (Justification) for your recommended Strategy
Part 2: 2000-word Individual Report (60% of the overall unit grade –
07/01/2022).
§ Summary of the market research identified in the presentation.
§ Rationale: (explain the rationale behind the recommended strategy).
§ Mission Statement: (a short statement indicating the value of the marketing offering and
its benefits to the target market)
§ Marketing objectives: (state clearly what the strategy aims to achieve) make sure the
objectives are SMART
§ STP
§ Target market

Product CategoryPrimary Target Market
(psychographics…)
Market Segment
(age, gender …)

Istituto Marangoni London
30 Fashion Street · London E1 6PX · United Kingdom
t +44 (0)20 7377 9347 f +44 (0)20 7377 9314 · london@istitutomarangoni.com
Istituto Marangoni limited registered office: 30 Fashion Street · London E1 6PX · Registered in England & Wales no. 4551096
registered v.a.t. no. gb 810274857
§ Positioning Strategy (Focus on new consumers, and followers)
§ Visual elements of Branding (Brand Identity – logo/ visual/ moodboard / colour palette)
§ Recommended Marketing Strategy Mix
Product mix strategy: (breadth, depth), (product Offering), (Product Lifecycle).
Pricing Strategy: (penetration, skimming, premium price)
Place/ Retail: How will the e-commerce work? What will this new etail concept be? Will it
be supported by pop-up store or other retail concepts? Will it include VR/ AR or elements
of artificial intelligence?
o Online and off-line customer services
o Online and off-line store design
o Responding to trends of digital fashion
Promotion Strategy: To communicate the product/ brand positioning to the target
markets
o Online promotional Strategy
o Offline promotional strategy
o Growing Community of new Followers
o Engaging with the New Consumer
o Social Influencers strategy
§ Conclusion and Rationale
§ Bibliography
§ Appendix
SUMBISSION DETAILS:
Presentation: 04/01/2022, time tbc
Report: 07/01/2022 through Turnitin, by 17:00pm

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