Background
“Fashion now is much more than a product. Its about entertainment and people feeling a part of something ”
– Christopher Bailey, CCO Burberry

Burberry was founded by Thomas Burberry in 1856. The 21 year old former draper assistant opened a small store in Basingstoke, Hampshire. During this period the business thrived and by 1870 Burberry became known for it outdoor wear. In 1879, Thomas Burberry invented Gabardine – a breathable fabric made using an innovative process whereby the yarn was waterproofed before weaving.
Burberry is now a leading luxury brand with a global business. The brand is carried in boutique stores and franchises across the globe while overseeing a fashion catalogue, a fragrance and cosmetic line.
The Burberry brand is defined by its authentic British Heritage and is globally recognised by the iconic trench coat, trademark check, and Prorsum horse logo

Brand Strategy
Burberry aims to maintain the integrity and vitality of its brand, while continuing to develop a business which remains relevant to ever changing markets and consumer tastes, It uses a five pronged approach strategy; namely “leveraging the franchise"; Intensifying the non – apparel development”; “Accelerating retail - led growth”; “Investing in under – penetrated markets”; and pursing operational excellence”.

Key Financials
2012
£m

Year to 31 March Revenue
Retail
Wholesale
Licensing
Total Revenue by product category
Accessories
Womens
Mens
Childrens
Retail/wholesale
Licensing
Total

Revenue by destination
Asia Pacific
Europe
Spain
Americas
Rest of World
Retail/wholesale
Licensing
Total

2013 Growth rate
£m
%

1,270.3
478.3
108.6
1,857.2

1,416.6
472.7
109.4
1,998.7

11.5%
-1.2%
0.7%
7.6%

2012
£m
689.4
582.5
410.5
66.2
1,748.6

2013
£m
734.3
618.2
464.2
72.6
1,889.3

108.6
1,857.2

2012
£m
652.5

109.4
1,998.7

2013
£m
745.3

552.6
434.5
109.0
1,748.6

560.3
463.3
120.4
1,889.3

108.6
1,857.2

109.4
1,998.7

6.5%
6.1%
13.1%
9.7%
8.0%
0.7%

14.2%
1.4%
6.6%
10.5%
8.0%
0.7%

SWOT: Burberry
STRENGTHS









Strong branding – Burberry was Interbrands top 100 brands and it is known as one of the

most
Strong
branding
– Burberry wastimes, Interbrands
100inbrands
and itworld. is known as onesales of the innovative brands in recent taking top strides the digital
Its record

most innovative brands in recent times, taking strides in the digital world. Its record sales suggests that the brand is ever growing. suggests that the brand is ever growing.
Wide Geographical presence – Burberry has 206 mainline stores, 214 concessions within
department
Wide Geographical presence – Burberry
206 mainline stores, 214 concessions within stores, digital commerce and 49has outlets. department stores, digital commerce and
49
outlets.
Strong annual turnover and financial position – Total revenue grew by 8% to £2bn, while
operating
Strong annual turnover by and14% financial position – Total revenue grew by 8% to £2bn, while profit increased to £428m. operating profit increased by
14%
to
£428m.
Digital interaction – The brand is a leader in digital interaction, the SS13 campaign
generated
Digital interaction
– The brand is a social leadermedia. in digital the SS13 record awareness through Totalinteraction,
Burberry You
Tube campaign views generated record awareness through reached over ten million during the year. social media. Total Burberry You Tube views reachedculture over ten during the is year. Powerful
– million
Burberry
culture a key ingredient to its success, this culture is
expressed
Powerful externally culture – Burberry a key and ingredient to its success, culture is through culture ethicalis trade sustainability efforts,thisemployee expressed with externally through ethical and foundation. sustainability efforts, employee engagement local communities and thetrade
Burberry
Burberry continue to engagement with local communities and the
Burberry
foundation.
Burberry
continue to invest in this powerful culture