Burberry is one of the leading brands in the lifestyle and retail sector. Burberry SWOT analysis evaluates the brand by its strengths & weaknesses which are the internal factors along with opportunities & threats which are the external factors. Let us start the SWOT Analysis of Burberry:
Quick Glance:
- Strengths
- Weaknesses
- Opportunities
- Threats
Burberry Strengths
- Burberry is a leading fashion brand and has a huge network of retail, wholesale and licensing channels globally
- Burberry has a wide product range, offering clothes, perfumes, beauty products etc.
- The brand has been granted Royal Warrants by Queen Elizabeth II and the Prince of Wales
- It is one of the most valuable companies in the world owing to its legacy, since it started in 1856
- Good advertising and brand presence in Europe, specially England makesBurberry a prominent brand
- Associations with international celebrities to reach out to the customers has benefitted the company
- Close to 10,000 people are employed withBurberry company
- The brand has its presence in more than 50 countries through more than 400 stores
- The Burberry website offers its entire product line for online shopping and once a customer purchases these goods, they are delivered to them directly
- The brand has focused on digital marketing to spread awareness via social media campaigns, online ads, video content etc.
Above are the strengths in the SWOT Analysis of Burberry. The strengths of Burberry looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.
Burberry Weaknesses
- Intense competition from other premium fashion labels leads to lower market share growth
- The brand has to constantly fight with cheap imitations, which hurts its brand image
These were the weaknesses in the Burberry SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.
Burberry Opportunities
- After collaboration with other brands, Burberrycan try to make fashion more affordable and yet maintain its niche
- More advertising and marketing would increase visibility specially via fashion shows, international events etc.
- Global expansion to major international hubs would help the brand grow worldwide
- Effective use of ecommerce can makeBurberry reach out to more customers
Above we covered the opportunities in Burberry SWOT Analysis. The opportunities for any brand can include prospects of future growth.
Burberry Threats
- The brand faces threat from other competitive everyday brands in terms of pricing as well as availability
- The customers have a higher bargaining power and low switching costs
- Intense competition, economic recession & higher taxation in the segment can reduceBurberry's business
The threats in the SWOT Analysis of Burberry are as mentioned above. The threats for any business can be external factors which can negatively impact its business.
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Hence this concludes the Burberry SWOT analysis.
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About Burberry
The table below gives the brand overview along with its target market, segmentation, positioning & USP
| Burberry Overview |
|---|
| Parent Company | Burberry
|
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| Category | Apparel and Accessories |
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| Sector | Lifestyle and Retail |
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| Tagline/ Slogan | Burberry |
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| USP | Burberryis a brand with a distinctive British sensibility, strong international recognition and differentiating brand values that resonate across a multi-generational and dual-gender audience |
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| Burberry STP |
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| Segmentation | Elite fashion for males and females in the premium segment who appreciate the smart and timeless classic style. |
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| Target Group | Middle aged men and women from upper class |
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| Positioning | Brand showcasing quality, style and elegance where beautiful craftsmanship is contrasted with form and function |
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This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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FAQs
Commitment to Quality Craftsmanship: At the heart of Burberry's success lies its unwavering commitment to quality craftsmanship. From the brand's inception, founder Thomas Burberry emphasized the importance of superior materials and meticulous attention to detail.
What is Burberry's weakness? ›
Weaknesses. Exchange-rate movements – Given its global presence, Burberry is extremely susceptible to exchange-rate fluctuations. Reliance on Mainland China- volatile trade as a result of the pandemic has heightened Burberry's need to strenghten its business in South Korea and Japan.
What is Burberry's unique selling point? ›
Burberry has builded an authentic British heritage primarily through its iconic trench coat, Burberry check and The “Equestrian Knight” Logo, which are also the USPs for the brand. The brand's trademark has offered an assurance of product quality and durability in the customers' mind.
What are the core values of Burberry? ›
Our values
Being creatively driven, forward thinking, open and caring, and proud of our heritage are hallmarks of our organisation at its best and have remained core to our brand since the Company was founded in 1856.
What are the 3 key success factors? ›
There are five major key success factors, and they are:
- Strategic focus. This key success factor relates to an organization's leadership and strategy. ...
- People. This refers to the human resources in an organization. ...
- Operations. An organization's operations refer to the normal functioning of its business processes. ...
- Finances.
The five critical success factors are strategic focus, people, operations, marketing, and finances.
Why is Burberry struggling? ›
The luxury British brand said trading had been affected by a continued slowdown in luxury demand after rises in the cost of living and increases to interest rates globally. Burberry is now expecting operating profits of between £410m and £460m in the year to the end of March.
What is Burberry's strategic goal? ›
In the next phase of our strategy, we are focusing on revenue growth and acceleration. In November 2022, we set out the next phase of our strategy to realise our potential as the modern British luxury brand. In the medium term, we are targeting revenue of £4 billion.
What challenges does Burberry face? ›
For Burberry, the challenge has steepened. The company is undergoing an aesthetic overhaul aimed at stoking interest in the brand with better quality, higher priced products, such as the 2,890 pound ($3,582) medium-sized "Knight" bag.
What makes Burberry different from other brands? ›
Heritage, craftsmanship and innovation are at the heart of the Burberry story, as embodied by the iconic trench coat – woven from the weatherproof gabardine cloth invented by the founder Thomas Burberry.
Burberry's competitors and similar companies include Hermes, Michael Kors, Christian Dior, LVMH, Kering, Prada and Armani. Burberry is a manufacturer, wholesaler, and retailer of luxury goods. Hermes International is a company manufacturing fashion luxury goods.
What sets Burberry apart from other brands? ›
It is celebrated for its quality, craftsmanship, and enduring style. These coats are both functional and fashionable, making them a staple in many luxury wardrobes. Burberry's designs often reflect a quintessentially British aesthetic, incorporating elements of traditional British style and culture.
What is the Burberry brand motto? ›
Burberry adopted a logo of a knight with the Latin motto “Prorsum”, meaning “forwards”. As in many branding missteps, it had begun innocently enough. In 2001, they had hired the gifted Christopher Bailey away from Gucci's womenswear division.
What is Burberry brand personality? ›
Cool, elegant, accomplished, flawless. Strength: Resolute, direct, ambitious, successful, purposeful. Page 5. Burberry Brand Positioning.
What does Burberry symbolize? ›
The Burberry logo design pays homage to the brand's rich British heritage. From the equestrian emblem representing honor and nobility to the "London England" tagline, the logo continually honors its roots.
What are the key success factors in this industry? ›
KSFs are the attributes or capabilities that are essential for a business to succeed in a given industry. They can be related to product quality, customer service, innovation, cost efficiency, distribution, marketing, or any other aspect that gives a competitive edge.
What are the key success factors of product quality? ›
A product that satisfies customers' needs, serves its purpose efficiently, and meets industry standards is a high-quality product. What constitutes good quality depends on several key factors, including whether a product is efficient, easy to use, and solves issues that customers have had.
Why was the entrepreneur of Burberry successful? ›
Key Success Factors: What made Burberry successful was not only his business and design acumen, but his ability to observe human nature, ask questions, and understand necessity and what his customers were looking for.
What are the leading success factors? ›
10 key factors to success
- Having a clear plan. The first thing you can do to have a successful life is to lay out a plan. ...
- Prioritising your goals. ...
- Acquiring relevant education and skills. ...
- Cultivating good habits. ...
- Having a positive attitude. ...
- Learning from your mistakes. ...
- Being open to new things. ...
- Taking risks.
