Burberry's "Burberry Forward" strategic plan aims to reignite brand desire, improve performance, and drive long-term value creation. A key element of this strategy involves reconnecting with the brand's original purpose and leveraging its heritage. This article will examine whether the Burberry Brit sub-brand, with its distinct positioning, effectively contributes to this overarching strategy. We will analyze Burberry's overall branding, product, marketing, and digital strategies, focusing on how Brit fits within the broader luxury landscape and its impact on the overall brand narrative.
Burberry Branding Strategy:
Burberry's brand identity is deeply rooted in British heritage and craftsmanship. For decades, the brand has been synonymous with luxury, quality, and a timeless aesthetic. The iconic check pattern, trench coat, and equestrian imagery have become globally recognized symbols of British style and sophistication. However, in recent years, Burberry faced challenges in maintaining its relevance to younger generations while preserving its core identity. The "Burberry Forward" plan acknowledges this need for evolution while respecting the brand's legacy. The strategy aims to create a more cohesive and consistent brand experience across all touchpoints, emphasizing craftsmanship, heritage, and innovation.
The introduction of Burberry Brit represented a strategic attempt to broaden the brand's appeal. Brit, with its more youthful and accessible aesthetic, served as a bridge between Burberry's core luxury line and a younger demographic. This strategy aimed to attract a new customer base while simultaneously reinforcing the parent brand's position within the luxury market. However, the success of this strategy hinges on the careful management of brand identity and the avoidance of brand dilution.
Burberry Products Strategy:
Burberry's product strategy encompasses a diverse range of offerings, spanning ready-to-wear clothing, accessories, fragrances, and beauty products. The main line focuses on high-end luxury goods, characterized by superior quality, innovative designs, and meticulous craftsmanship. Burberry Brit, in contrast, offered a more accessible price point and a less formal aesthetic. It catered to a younger consumer base seeking stylish yet less expensive options. This strategy aimed to capture a wider market segment and increase brand penetration.
The products within the Brit line often featured a less traditional interpretation of the Burberry check and incorporated more contemporary designs and silhouettes. This approach allowed the brand to appeal to a younger audience without alienating its core customer base. However, the success of this dual product strategy depends on maintaining a clear distinction between the main line and the Brit line, preventing confusion and protecting the overall brand image. A blurred line could risk diluting the perceived value of the core Burberry brand.
Burberry Marketing Strategies:
Burberry's marketing strategies have evolved significantly over time. The brand has consistently employed a mix of traditional and digital channels to reach its target audiences. Historically, Burberry relied heavily on print advertising in high-end fashion magazines and collaborations with renowned photographers and celebrities. This approach reinforced the brand's position within the luxury sector and cultivated an aura of exclusivity.
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