A native of Surrey, England, Burberry was born on August 27, 1835 at age 21, he established his own clothing line, T. Burberry & Sons at Winchester street in Basingstoke. He produced durable, breathable garments guaranteeing freedom of movement and impermeability by wind and rain. The founder of Britain’s widest selling brand of luxury clothing, accomplished his design goal of making comfortable, functional outerwear. He is the inventor of gabardine, a tightly woven fabric that outfitted polar explorers in the early 20th century and in more casual outerwear for later generations. The design remains popular for outdoor wear and as standard issues military equipment. Now a standard of British style since the early 20th century, it established its reputation for warmth and durability as military attire during world war I. Burberry today is a luxury fashion retailer with more than 500 stores globally.
1 Trends in the luxury fashion market as identified by Smulders (2015) are
1. Trivergence of retail; Retail will move in three different directions to service the needs of luxury consumers. The digital channel will drive research and stocking up on favourite products, while bricks-and-mortar stores will reach out to their clients through customized offerings such as express counters, style kiosks and assisted shopping services. Lastly, entertainment is key as experience, lifestyle and theatre will drive the physical retail experience.
2. Hunt for new customers; Given the ongoing softness in Europe and slowdowns in Russia and China, looking into new geographical areas such as Africa is rapidly becoming an alternative. While fashion brands including MAC and Hugo Boss have recently opened stores in Lagos, Nigeria, the new luxury h...
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...omer down the road. Internally, Burberry invests in organizational alignment and brand engagement, sending out monthly webcasts, weekly videos and previews of ad campaigns before they launch to employees.
• Continue to innovate the experience and the brand; Burberry launched its men’s cologne called Burberry Brit Rhythm in a different way through global music events and digital media, this helped Rhythm to become one of Burberry’s most successful new product launches. Burberry also launched The Burberry Beauty Box in Covent Garden, a new concept space where shoppers can enjoy an exclusive collection of beauty products and accessories. Customers can access the Digital Nail Bar to virtually select the right nail shade for their skin tone while Burberry Acoustic music is playing in the background and a Millennial sales person puts together the perfect Burberry Gift Box.
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