Burberry

Reinventing the Brand It is called doing a Gucci after Domenico De Sole and Tom carrefours stunning success atturning nearly bankrupt Gucci assemblage into a £7 billion (market capitalization) fashion powerhouse. Since 1997 when she took over, Rose Marie acclaims makeover of the 143-year-old Burberry fool has followed the same path.The Burberry story began in 1856 when doubting Thomas Burberry exposed his firstgentlemens outfitters. By the First World War, championship was sound as Burberry wonthe contract to supply trenchcoats to the British army. Its disposition grew when it provedits voice to the national cause. The Burberry check was introduced in the 1920sand became fashionable among the British spirit to upper classes. Later, when it wasworn by Humphrey Bogart in Casablanca and Audrey Hepburn in eat at Tiffanys ,the Burberry trenchcoat gained widespread appeal.Bought by Great universal Stores in 1955, the spots Brobdingnagian popularity from the1940s to the 1970s had waned by the 1980s. A less deferential cabaret no long-dated yearnedto dress analogous the upper classes and the Burberry brands sealskin fell in the UK. This was partially start-off by a surge in sales to the newly rich Japanese and other Asians after theydiscovered its famous (and trademarked) tan, dark/red and bloodless check pattern.

By themid-1990s, the Far east accounted for an unbalanced 75 per cent of Burberry sales.British and American consumers began to regard it as an Asian brand and rather staid.Furthermore, distribution was focused on small shops with few big fashion chains andupmarket stores standardised Harrods stocking the brand. In the USA, stores like Ba rneys, Neiman Marcus and Saks only sold Burb! erry raincoats, not the higher(prenominal) profit marginaccessories (e.g. handbags, belts, scarves and wraps). Change of system These problems resulted in profit falls in the 1990s culminating in a £37 million waste in dough to £25 million in 1997. This prompted roughly serious managerial rethinking and therecruitment of...If you want to get a broad essay, order it on our website: OrderEssay.net

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