Burberry Group plc is a British luxury fashion house with classical style outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Burberry was founded in 1856 and initially

Burberry

Burberry Group plc is a British luxury fashion house with classical style outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Burberry was founded in 1856 and initially specialized in the production of outer garments. Moreover, the company was the supplier of the British army. Nowadays Burberry has more than 500 stores in over 50 countries. Burberry’s clothes are for customers of all ages (except for babies). Main customers are adults.

Age breakdown of customers

Age group by % Last year This year

8-18
18-30
30-50
50+

Recent Market Research

A large sample of 18-70-year-old men and women were interviewed. All people are from various spheres, some of them are studying at university, some are already have years of work experience and some are retired.

Burberry is a symbol of success	Agree 60	Disagree 35	Don’t know 5
Burberry is for everyone	Agree 20	Disagree 70	Don’t know 10
Burberry makes clothes of the highest quality	Agree 70	Disagree 20	Don’t know 10
Burberry is for all family	Agree 15	Disagree 80	Don’t know 5
Burberry is for pensioners	Agree 30	Disagree 60	Don’t know 10
Burberry is too expensive	Agree 50	Disagree 25	Don’t know 25
The Burberry’s clothes are always desirable for me	Agree 60	Disagree 15	Don’t know 25
I will go to Burberry again	Agree 70	Disagree 10	Don’t know 20

Perfume

Price: High

Name: Friday I’m in love

Image: desirable and modern in elongate shape, young and fun-loving

Sold in: specialist boutiques, airport shops and hotels, department stores

Advertising: Cara Delevingne (top model) on regular fashion Friday afterparty with some beautiful friends models in colorful dresses

The advertisement will appear on the TV, in different magazines and on posters in airports and on the streets. This perfume is for young ladies going out at night. The slogan is

“I don’t care if Monday’s blue

Tuesday’s gray and Wednesday too

Thursday I don’t care about you

It’s Friday, I’m in love!”

Promotion:

· If you buy the perfume on St. Valentines day, get a shower gel for free

· Buy 2 purchase and get the 3^rd with 50% discount

Advices:

· Advertising in popular fashion magazines

· Only popular people among teenagers advertise the product

· Holiday sales and discounts

· Work with Duty Frees

· Make short promo videos connected to the product

Дата добавления: 2015-09-29