Harvard Case - Burberry's New Challenges
"Burberry's New Challenges" Harvard business case study is written by June Cotte, Marta Jarosinski. It deals with the challenges in the field of Marketing. The case study is 23 page(s) long and it was first published on : Mar 16, 2017
At Fern Fort University, we recommend that Burberry adopt a multi-pronged strategy to address its new challenges, focusing on: 1) Redefining its brand positioning to appeal to a younger, more digitally-savvy audience while retaining its heritage; 2) Implementing a robust digital marketing strategy to engage with this target market; 3) Optimizing its product portfolio by introducing innovative and sustainable products; and 4) Expanding its global presence in emerging markets with tailored marketing approaches.
2. Background
Burberry, a luxury British fashion house, has faced significant challenges in recent years. The brand has struggled to maintain its relevance among younger consumers, who are increasingly drawn to more accessible and contemporary brands. Additionally, Burberry's reliance on traditional retail channels has been impacted by the rise of online shopping and the changing consumer landscape. The case study focuses on Burberry's efforts to revitalize its brand and regain its competitive edge.
The main protagonists in the case study are:
- Marco Gobbetti: CEO of Burberry, who spearheaded the brand's transformation efforts.
- Christopher Bailey: Former Chief Creative Officer, who played a key role in shaping Burberry's image and product offerings.
- The Burberry team: The executives and employees responsible for implementing the brand's new strategy.
3. Analysis of the Case Study
To analyze Burberry's situation, we can utilize a combination of frameworks:
a) SWOT Analysis:
- Strengths: Strong brand heritage, global recognition, established retail network, strong financial position.
- Weaknesses: Perception of being outdated, reliance on traditional marketing, lack of digital focus, limited engagement with younger consumers.
- Opportunities: Growing luxury market in emerging economies, increasing demand for sustainable products, digital marketing opportunities, potential for brand collaborations.
- Threats: Intense competition from luxury and fast fashion brands, economic uncertainty, changing consumer preferences, counterfeiting.
b) PESTEL Analysis:
- Political: Trade policies, regulations on luxury goods, political stability in key markets.
- Economic: Global economic growth, consumer spending patterns, currency fluctuations.
- Social: Changing consumer demographics, increasing demand for ethical and sustainable products, social media influence.
- Technological: E-commerce growth, digital marketing advancements, artificial intelligence and machine learning.
- Environmental: Sustainability concerns, environmental regulations, consumer demand for eco-friendly products.
- Legal: Intellectual property rights, labor laws, advertising regulations.
c) Consumer Behavior Analysis:
- Target Market: Younger, digitally-savvy consumers, particularly millennials and Gen Z, who value authenticity, sustainability, and social responsibility.
- Motivations: Desire for unique and personalized experiences, access to exclusive products, social media influence, ethical consumption.
- Decision-Making Process: Online research, social media influence, recommendations from peers, brand loyalty.
d) Competitive Analysis:
- Direct Competitors: Other luxury fashion houses like Gucci, Louis Vuitton, Prada, and Chanel.
- Indirect Competitors: Fast fashion brands like Zara, H&M, and ASOS, which offer similar aesthetics at lower price points.
- Competitive Advantages: Burberry's brand heritage, its focus on craftsmanship, and its potential for innovation in sustainable products.
4. Recommendations
To address Burberry's challenges and capitalize on its opportunities, we recommend the following:
1. Redefine Brand Positioning:
- Target Audience: Focus on younger, digitally-savvy consumers, particularly millennials and Gen Z, who value authenticity, sustainability, and social responsibility.
- Brand Values: Emphasize Burberry's heritage and craftsmanship while highlighting its commitment to innovation, sustainability, and inclusivity.
- Brand Messaging: Communicate a modern and aspirational message that resonates with the target audience, showcasing the brand's relevance in today's world.
- Brand Experience: Create engaging and immersive experiences both online and offline, leveraging digital platforms and innovative technologies.
2. Implement a Robust Digital Marketing Strategy:
- Social Media Marketing: Utilize social media platforms like Instagram, TikTok, and YouTube to connect with the target audience, creating engaging content, collaborating with influencers, and fostering community building.
- Content Marketing: Develop high-quality content that resonates with the target audience, including blog posts, videos, and interactive experiences, highlighting the brand's values, products, and stories.
- Search Engine Optimization (SEO) and Search Engine Marketing (SEM): Optimize Burberry's website and online presence for search engines, ensuring visibility and driving traffic to the brand's digital channels.
- E-commerce Optimization: Enhance Burberry's online shopping experience, offering seamless navigation, personalized recommendations, and secure payment options.
- Influencer Marketing: Partner with relevant influencers to promote Burberry's products and message to their engaged followers, leveraging their credibility and reach.
3. Optimize Product Portfolio:
- Product Innovation: Develop innovative and sustainable products that cater to the evolving needs and preferences of the target audience, incorporating cutting-edge materials, technologies, and design elements.
- Product Diversification: Expand Burberry's product portfolio to include new categories like activewear, accessories, and homeware, leveraging the brand's heritage and craftsmanship.
- Product Collaboration: Partner with other brands and designers to create limited-edition collections and exclusive products, generating excitement and driving sales.
- Product Sustainability: Implement sustainable practices throughout the supply chain, from sourcing materials to manufacturing processes, reducing environmental impact and appealing to ethically-conscious consumers.
4. Expand Global Presence:
- Emerging Markets: Focus on expanding into emerging markets with high growth potential, tailoring marketing strategies to local cultures and preferences.
- Strategic Partnerships: Partner with local retailers and distributors to establish a strong presence in new markets, leveraging their expertise and networks.
- Localized Marketing: Develop targeted marketing campaigns that resonate with local consumers, using culturally relevant messaging, imagery, and channels.
- Global Brand Experience: Create a consistent and engaging brand experience across all markets, ensuring a seamless and memorable customer journey.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with Burberry's core competencies in craftsmanship, design, and brand heritage, while also reflecting its evolving mission to connect with a younger, more digitally-savvy audience.
- External Customers and Internal Clients: The recommendations prioritize the needs and preferences of Burberry's target audience while also considering the perspectives of internal stakeholders, including employees, designers, and executives.
- Competitors: The recommendations aim to differentiate Burberry from its competitors by leveraging its unique strengths, including its heritage, craftsmanship, and potential for innovation.
- Attractiveness: The recommendations are expected to generate positive financial returns by increasing brand awareness, customer engagement, and sales, contributing to Burberry's long-term growth and profitability.
6. Conclusion
By embracing a multi-pronged strategy that focuses on redefining its brand positioning, implementing a robust digital marketing strategy, optimizing its product portfolio, and expanding its global presence, Burberry can successfully navigate its new challenges and regain its competitive edge in the luxury fashion market. This approach will enable the brand to connect with a younger, more digitally-savvy audience, drive sustainable growth, and solidify its position as a leading luxury fashion house for the future.
7. Discussion
Other alternatives not selected include:
- Focusing solely on traditional marketing channels: This would likely result in continued decline in brand relevance among younger consumers.
- Adopting a low-cost strategy: This would undermine Burberry's brand image and potentially damage its long-term value.
- Ignoring sustainability concerns: This would alienate ethically-conscious consumers and potentially damage the brand's reputation.
Risks and key assumptions:
- The success of the recommendations depends on the effective implementation of the strategy and the ability of Burberry to adapt to changing consumer preferences.
- There is a risk that Burberry may not be able to effectively connect with younger consumers or that its efforts to become more sustainable may not be successful.
- The recommendations assume that the luxury fashion market will continue to grow and that Burberry will be able to maintain its competitive advantage.
8. Next Steps
To implement these recommendations, Burberry should:
- Develop a detailed action plan with specific timelines and milestones.
- Allocate sufficient resources and budget to support the implementation of the strategy.
- Monitor the progress of the strategy and make adjustments as needed.
- Continuously evaluate the effectiveness of the strategy and adapt to changing market conditions.
By taking these steps, Burberry can successfully navigate its new challenges and position itself for long-term success in the evolving luxury fashion market.
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Case Description
In 2014, Burberry's new chief executive officer was facing a changing environment and digital disruption in the luxury fashion industry. The Burberry brand image had improved considerably over the past decade. However, several changes within the fashion world had had a significant impact on the overall luxury fashion industry. Fast fashion, digital technology, and new communication channels had changed the way the world's leading luxury brands operated. The industry experienced financial growth year-over-year, and Burberry and other luxury brands continued to be the industry trendsetters. However, the luxury companies were slowly losing some of their power and control over their brand image, both artistically and financially. Burberry's business strategy needed to adapt to this changing environment, respond to the latest global fashion trends, and improve the communication of its brand. Should Burberry lead or follow with regard to making changes to its stores and fashion shows, dealing with fast fashion, and integrating a clear digital strategy as part of the company's marketing strategy?
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