DIGITAL MARKETING

Digital Marketing: Men's Clothing

Digital Marketing: Men's Clothing

Introduction

The Burberry brand is defined by its Authentic British heritage and unique democratic positioning within the luxury arena. This is based on the founding principles of quality, function and modern classic style, which is rooted in the integrity of its outerwear. In 2010 Burberry designs, sources, manufactures and distributes women's wear men's wear, children's wear, shoes, perfumes and accessories such as handbags, leather goods and scarves. Burberry sells its products to the end consumer through both its own direct retail stores (including digital commerce) wholesale channels, whereby sales are generated from sales to prestige department stores such as Harrods, Selfridges and from, multi-brand specialty accounts. Burberry also has licensing agreements in its apparel market. However it is the non apparel products such as fragrance, eyewear and timepieces that licensing is predominantly used (Ryan & Jones, 2009).

The licensing channels operate in Europe, North America and Asia. License royalty income is primarily received from Burberry's licensees in Japan, its global licensees for fragrance, eyewear and timepieces, and from small menswear and European children's wear licensees. Burberry globally, leverages the local and technical expertise of its license partners. For 2009/10, retail accounted for 58% of revenue and wholesale 34%.The Burberry brand has broad consumer appeal. The business is balanced between non-apparel (36% of 2009/10 revenue), womenswear (35%), and menswear (24%) and the smaller but high potential children's wear division (5%). Outerwear which is the core of the apparel offer represents over half of the apparel sales. It is in this category that the brand is top-of-mind among consumers. Burberry continues to grow in outerwear by continued product innovation. Non-apparel revenue increased by 10% in 2009/10.

The History

This recent success, however, comes on the back of a bumpy ride for the brand, which in 2006 celebrated its 150th anniversary. The company was established in 1856 by Thomas Burberry, the inventor of the gabardine raincoat. This became the company's signature product. The success of gabardine, a breathable, durable waterproof fabric invented by Burberry, allowed him to open his first London store in 1891 on Haymarket. Early designs had a distinct military slant - Burberry was commissioned in 1901 to design new officers' uniforms for the British Army with distinctive epaulettes and D-rings (Rowan, 2008).

Norwegian explorer Roald Amundsen, the first man to reach the South Pole, was outfitted by Burberry in his historic 1911 mission - and left a gabardine tent at the Pole to be found by rival Captain Scott a few days later. The trademark Burberry check first appeared in 1924, but was used only as a lining for the trench coat. In the 1920s the Burberry trench coat became fashionable among the British middle classes to upper classes. It gained wide spread appeal and a Hollywood stamp when it was worn by Humphrey Bogart in Casa Blanca and Audrey Hepburn in Breakfast at Tiffany's (Ngai, 2009). The check in 1967 took a new role, when it began to be adorned on umbrellas; luggage and scarves ...