Burberry offers its products to the customer directly through its retail segment. Strategy Launched in November 2017, our strategy focuses on rooting Burberry firmly in luxury fashion. The council, which will convene remotely four times per year, is tasked with acting as an internal sounding board for Burberry on matters pertaining to …

Burberry has announced plans to “establish its position firmly in luxury” in order to “play in the most rewarding, enduring segment of the market.” The company said: “to win with this consumer, we must sharpen our brand positioning [and] change our approach to … Burberry is best known for its trench coats. Segmentation, targeting, positioning in the Marketing strategy of Burberry –. ? While that product is destined to remain a sales “hero,” handbags and accessories typically generate higher margins and are better at luring repeat customers. We believe that by fostering the creativity that has driven our brand since its inception, we will introduce Burberry to new customers while delighting our existing customer base. Burberry has lagged in profit margin compared to rivals like LVMH and Kering, whose brands have larger leather goods offerings. Burberry, the iconic brand segments the population on variables such as offerings for women, Men, Children (0-36 month’s baby and Boy/ Girl in the age group 4-14 years) as well as fitness freaks, and operating in geographic segments Asia-Pacific, America, Europe & Middle East. Burberry Positioning Statement Burberry Burberry has positioned itself well among its competitors as a result of focusing on “functional luxury”. This positioning method has been consistent throughout the life of the Burberry brand and is a main driver in propelling Burberry into its current market position. The 12 members of the council were recruited from throughout Burberry’s operations and are reflective of our employee population. It also has digital commerce activities in 27 countries. During the fiscal year 2009-10, the company had 131 mainline stores, 262 concessions within department stores and 47 outlets under its retail sector. (Datamonitor, 2011). Burberry has positioned itself as a staple for both, luxury and functionality.