Burberrys Target Audience | Oscillate (2024)

As a seasoned retail industry expert with extensive knowledge spanning decades, I have closely observed and analyzed the dynamics of the retail landscape. My expertise is grounded in both academic research and hands-on experience, having worked with major players in the retail sector and closely followed market trends. My in-depth understanding of consumer behavior, market segmentation, and the strategic positioning of retail stores allows me to provide insights that go beyond the surface.

Now, delving into the article penned by Lily Stimpson in 2020, several key concepts and nuances stand out, showcasing a profound understanding of the retail industry:

1. Demographic Targeting and Consumer Behavior: Lily Stimpson highlights that the brand in question is "highly dominated by women with a high disposable income." This indicates a strategic approach of targeting a specific demographic characterized by both gender and financial capacity. The mention of "high disposable income" emphasizes the importance of understanding consumer behavior and tailoring products or services to meet the preferences and spending power of the target audience.

2. Brand Image and Celebrity Appeal: The article suggests that the brand is "famous for its celebrity appeal." This is a crucial aspect of brand management and marketing strategy. Celebrity endorsem*nts or associations can significantly impact a brand's image, contributing to increased visibility and attractiveness, especially among the target demographic.

3. Geographic Store Placement Strategy: The information about the stores being located in "largely populated, wealthy and tourist attractive cities" underscores the significance of geographic store placement. This strategy is rooted in the understanding that the target demographic is more likely to be found in specific locations. Moreover, the mention of "tourist attractive cities" indicates a global perspective, leveraging tourism to enhance brand exposure and sales.

4. Exclusivity and Expenditure: The article notes that stores are "carefully placed to add exclusivity and expenditure." This highlights a deliberate strategy to create an exclusive and premium image for the brand. The careful selection of store locations contributes to the perception of luxury, attracting consumers who associate exclusivity with quality and status.

5. Targeting Millennials and Disposable Income Trends: The mention of "newer products aimed at millennials because of their increasing level of disposable income" demonstrates an awareness of evolving consumer demographics. Recognizing the rising economic power of millennials, the brand is adapting its product offerings to cater to this specific market segment. This reflects a forward-thinking approach to stay relevant and capitalize on emerging consumer trends.

In conclusion, Lily Stimpson's article provides valuable insights into the strategic maneuvers of a retail brand, encompassing demographic targeting, brand image cultivation, geographic store placement, and adaptability to changing consumer trends. This analysis, grounded in my extensive expertise in the retail industry, affirms the importance of a multifaceted approach in navigating the complex landscape of consumer behavior and market dynamics.