Burberry+品牌延展手册【奢侈品】【品牌手册】-27页_2mb

报告摘要

Burberry Summary

Core Content

Burberry Group PLC is a British luxury fashion house based in London, England. Established in 1856 by Thomas Burberry, it initially focused on outdoor attire and later expanded into high fashion, becoming known for its innovative fabric, Gabardine. The brand has since extended into luxury furniture, aligning with its established identity in fashion and luxury goods.

Main Products

Burberry's product range includes:

Trench coats
Ready-to-wear clothing
Outerwear
Fashion accessories
Fragrances
Sunglasses
Cosmetics

In the furniture category, Burberry offers:

Couches: $12,000 to $16,000
Coffee tables: $5,000 to $13,000
Rugs: $3,000 to $10,000
Lamps: $1,200 to $3,000
Dressers: $4,800 to $10,000

Ownership Structure

Institutional ownership: 79.85%
General public: 18.64%
Private companies: 0.21%

Key executives include:

Riccardo Tisci: Creative Director
Dr. Gerry Murphy: Chairman
Marco Gobbetti: Chief Executive Officer
Julie Brown: Chief Operating and Financial Officer
Fabiola Arredondo, Ian Carter, Jeremy Darroch, Ron Frasch, Stephanie George, Matthew Key, Same Carolyn McCall, Orna Nichionna: Non-executive directors

Revenue

2018: £2,733 million
2017: £2,766 million
2016: £2,515 million
2015: £2,523 million
2014: £2,330 million

Distribution Channels

Retail: 81.84% of sales (2,861 stores in USD)
Wholesale: 17.03% of sales (£453 million, $595 million USD)
Licensing: 1.12% of sales (£30 million, $51 million USD)
Mobile transactions: 40% of all sales, with 70% influenced by digital marketing

Burberry also operates through:

Concessions: 64.58%
Outlets: 22.5%
Franchise stores: 19.16%

Market Size

The luxury furniture market is valued at around £25 billion, with expectations to reach £31 billion by 2024. North America holds the largest market share.

SWOT Analysis

Strengths

Long history (since 1856) contributes to a strong brand reputation.
Recent logo change helps attract a younger audience.
Highly recognizable pattern serves as self-marketing.
Strong digital presence with 40% of sales coming from mobile transactions.

Weaknesses

High prices limit accessibility to a specific demographic.
New to the furniture industry, lacking an established reputation compared to other luxury brands.

Opportunities

Expanding product lines can increase sales and market share.
Growing demand for luxury goods on social media platforms.
Entering new countries to tap into larger consumer bases.

Threats

Competition from established luxury furniture brands.
Counterfeit products threaten brand exclusivity and sales.
Fast-changing trends may make products obsolete quickly.

Key Competitors

Product Category	Fendi	Armani	Versace	Rove Concepts	Vipp
Couch	$1,200–$16,000	$3,000–$5,000	$1,750–$5,000	$1,000–$5,000	$10,000–$12,000
Coffee Tables	$5,000–$13,000	$2,000–$5,000	$1,000–$4,500	$500–$2,000	$2,000–$3,000
Rugs	$3,000–$10,000	$6,000–$27,000	$500–$2,000	$500–$1,000	N/A
Lamps	$1,200–$3,000	$1,500–$3,000	$1,000–$2,500	$100–$500	$250–$600
Dressers	$4,800–$10,000	$2,500–$6,000	N/A	$1,000–$2,000	$3,000–$4,000

Target Customer

Gender: Female
Age: 30
Income: £200,000
Education: Yale University graduate
Lifestyle: Brunch, Tennis, Golf, Boating, Fashion
Occupation: Surgeon
Beliefs: Values brand labels, prefers expensive items, influenced by social media, likes to show off
Preferred Brands: Luxury brands, hyped items
Preferred Products: Products with recognizable logos
Preferred Social Media: Instagram, Snapchat, Facebook
Preferred Shopping Channels: Luxury brands, online platforms

Promotion Strategy

Burberry uses a multi-channel approach to promote its home line:

Social media marketing: Instagram stories and posts, Snapchat filters
In-store displays: Signage, window displays, "Living room" setups replicating the "Burberry room"
Digital ads: In-store and online
Celebrity ambassadors: Including the Beckham family and Gigi Hadid
Webpage: A dedicated section on the Burberry website for the home line

Brand Extension

Burberry's brand extension into furniture is a strategic move to leverage its strong brand identity and appeal to a broader, affluent customer base. The Monogram Stripe design is a key element of the extension, maintaining brand consistency across product categories.

Conclusion

Burberry's expansion into the luxury furniture market is a well-planned brand extension that aligns with its existing identity in fashion and luxury goods. The brand's strong heritage, recognizable design, and digital marketing efforts position it well for success. However, challenges such as high pricing and competition from established luxury furniture brands must be managed carefully to ensure the extension's long-term viability.

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