BURBERRY S/S 22 LINE PROPOSAL - AMANDA JOHNSTON
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CONTENTS I. MARKET RESEARCH COMPANY PROFILE FINCANCIAL SUMMARY MARKET POSITION PRODUCT COMPARISON SWOT ANALYSIS II. LINE DEVELOPMENT TARGET CUSTOMER TREND REPORT COLOR STORY FABRIC STORY STYLE SHEETS III. MERCHANDISING PLAN QUICK COSTING SIX MONTH PLAN ASSORTMENT DISTRIBUTION ASSORTMENT PLAN PURCHASE ORDER IV. REFERENCES & IMAGE CREDITS
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EXECUTIVE SUMMARY Problem Statement Burberry is a publicly held company that operates out of London, United Kingdom (Factiva, Burberry Group Plc – Company Snapshot, 2021). The brand is famous for its iconic Burberry check, trench coats, and the use of gabardine, created by founder Thomas Burberry and patented in 1888 (Burberry Corporate Website, History, 2021). Christian Dior and Prada are Burberry’s most relevant competitors, as they appeal to similar target consumers and operate in the same market. Burberry draws strength from their social presence and high-profile influencers which effectively advertise to a younger audience; the high price point is the weakness which turns younger consumers away. As the pandemic has altered the average consumer’s purchasing habits, luxury losing relevance is a valid threat. However, tapping into the rental market is a major opportunity for the brand and offering a relaxed yet sophisticated line will appeal to younger consumers with more restricted finances (Kingdon, 2018; Global Online Clothing Rental Market, Forecast to 2025 - ResearchAndMarkets.com, 2020).
collaboration with a clothing rental service – this position encompasses the brand’s target market and extends the olive branch to individuals that might otherwise never be exposed to Burberry. The line pairs fresh, young design ideas with the strong heritage of the brand and will satisfy all of our target customers. The pricing is in line with Burberry’s current offerings, and flexible payment plans (through a monthly rental subscription fee, et cetera) will appeal to a larger population of consumers. The color and print choices were made with the current state of the world in mind – the palette will soothe consumers and offer sanctuary after the turmoil of the past year. In an effort to be more inclusive, sizing is distributed as evenly as possible in the purchase order – using alpha and numeric sizing, consumers will have more to choose from to show the assortment at its best with appropriate sizing. Fabric and material choices are well below target costs, and were selected while considering quality, durability, and comfort.
Proposed Direction Based on the company’s financial performance data, market position analysis, and S.W.O.T. components, a leisurewear/business casual line has been proposed for Burberry. Offering the assortment in store, via ecommerce, and/or on a rental platform like Rent the Runway makes the line more accessible to consumers of all ages, sizes, and budgets – giving the brand a competitive advantage in terms of sustainability & inclusion in an era of social change. Burberry has an active online sales channel and access to e-commerce is widespread – their technological capabilities and innovative potential could benefit them in the rental market. Burberry offers a limited amount of ‘lowkey’ pieces – this is the void that the new direction fills. A casual line from Burberry may provide an incentive for consumers to invest more into staple pieces, with the emphasis placed on longevity and durability throughout the pandemic.
Figure 1.1 Merchandise Plan The planning and buying process addresses how this new opportunity will be actualized. During the Fabric Costing stage, it was determined that each style will cost far less in regard to fabric than the target fabric cost. The SixMonth Merchandise Plan solidifies that the planned assortment is financially sound and determined that the planned retail purchases amount would be $64,720. The final Purchase Order meets the budget with $450 to spare, which asserts that the style distribution, size distribution, and color/print distribution are accurate for the planned budget. The Assortment Plan contributes to the proposed direction and overall planning and buying process by going into further detail about the classes, colors, sizes, and quantities that will be purchased.
Key Items and Justification Through WGSN, trends of Business Casual, Elevated Simplicity, and Adaptable Design are trends that translate the themes present in the assortment. Doneger Creative Services’ Low Pressure Professional and Over Optimized consumer insights support the fashion-forward yet laidback approach that will captivate our younger audience and modernize our older, returning customers with utilitarian details and influences from streetwear (WGSN; Doneger Creative Services). This assortment cements Burberry in luxury fashion while accommodating brand admirers through a
Closing Remarks Burberry aims to marry their heritage with their drive to innovate, and the brand’s strategy is focused on rooting Burberry in the luxury sector. The pared-down and contemporary range will catch the attention of younger generations while updating the existing customer’s perception of luxury, all while meeting the planned budget. 2
I. MARKET RESEARCH Company Profile Burberry is a publicly held company based in London, England. The company was founded in 1856 by Thomas Burberry and is widely recognized for its unmistakably British attitude (Burberry Corporate Website, History, 2021). As of March 2020, Burberry had a worldwide total of 421 stores and an additional 44 franchise stores (Burberry Annual Report, 2020). Burberry defines their geographic distribution in three main regions: the Americas, EMEIA, and Asia Pacific. Out of their 421 directly-operated stores, 91 are located in the Americas (North and South America), 131 are located in EMEIA (Europe, Middle East, India, and Africa), and 199 stores are located in the Asia Pacific (Asia, Australia). Burberry is encompassed by Burberry Group PLC, which acts as a holding company and performs retail and wholesale services for the brand (Factiva, Burberry Group Plc – Company Snapshot, 2021). Financial Summary Five-Year Financial Performance Review for Burberry (in millions of USD) 2019/20 2018/19 2017/18 2016/17 2015/16 0.0
2000.0 4000.0 6000.0 8000.0 10000.0 12000.0 Net Revenue
Gross Profit
Net Profit
Figure 2.1 Third quarter sales in the 2019/20 fiscal year were up by 3% in comparable store sales, due to new collections and full-price sales (Mintel, 2020). In May of 2019, gross profits increased by 7%, but revenue stayed the same as the previous year. This is said to be caused by social media influence becoming more popular and a new creative vision from the brand. (Mintel, 2019). In 2017, total revenue plummeted in the US, a region which makes up more than 20% of their global revenue. E-commerce chipping away at brick-and-mortar stores is one reason for this decrease, but Burberry has caught up in terms of online sales and social retail. (Chaudhuri, 2017). In November of 2017, Burberry acquired a leather manufacturer in Florence Italy and implemented a multi-year transformation plan with the goal of cutting international costs, reviving product, and improving communications and customer experiences – shown in the rise of profit from the year before (Mintel, 2018).
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Market Position Burberry is a primarily Direct-to-Consumer brand that has cultivated a strong presence in store and online. The brand strategy is to firmly root the brand in luxury fashion, hoping to please their existing customers while attracting new, younger consumers (Burberry Annual Report, 2020). Minimalist design elements evoke a sense of poise and sophistication for its wearers, no matter their age. Burberry operates in the luxury goods sector, and their main categories of merchandise include apparel and accessories for men, women, and children. The brand also offers bags, scarves, jewelry, sunglasses, beauty products, fragrances, footwear, and gifts (Company Profile – Burberry Group Plc – MarketLine Report, 2020). Burberry is a high quality, high price brand that is positioned in updated luxury. Burberry’s two most relevant competitors are Prada and Christian Dior. These companies appeal to similar customers with taste for an indulgent lifestyle (Company Profile – Burberry Group Plc – MarketLine Report, 2020). Based on publicly traded company data, Christian Dior SE is the leading luxury clothing brand in the industry, with Ralph Lauren Corp. ranked second, Capri Holdings Ltd. ranked third, and Prada S.p.A in the fourth rank. Burberry Group PLC is close behind Prada, at the fifth place in the rank (Factiva, Burberry Group Plc – Peer Comparison 2021). A company like Christian Dior, a more established luxury brand, would logically hold a larger percentage of the market share. Prada’s share of the market is similar to Burberry’s as it is a widely known name in fashion but a less commercially popular brand compared to Dior. The global luxury goods market had sales of $285.1 billion USD as of 2020. For the fiscal year ending in March 2020, Burberry Group PLC reported $3,360.9 million USD in revenue ($2,633.1 million GBP). Christian Dior SE reported $60,085.7 million USD in revenue ($53,670.0 million EUR) for the fiscal year ending December 2019. Prada S.p.A. reported $3,707.8 million USD in revenue ($3,142.2 million EUR) for the fiscal year ending December 2018. Capri Holdings Ltd. reported $5,551.0 million USD in revenue for the fiscal year ended March 2019. Ralph Lauren Corp. reported $6,159.8 million USD for the fiscal year ended March 2020. These figures are the latest reported in the MarketLine Company Profiles (Shaulova & Biagi, InDepth: Luxury Goods, 2020; Burberry Group Plc – MarketLine Report 2020; Christian Dior SE– MarketLine Report 2020; Prada S.p.A. – MarketLine Report 2020; Ralph Lauren Corp. – MarketLine Report 2020; Capri Holdings Ltd. – MarketLine Report 2020). These numbers are shown as a percentage of the luxury goods market in Figure 3.1 on the following page.
I. MARKET RESEARCH Market Position
SWOT Analysis Strengths
Global Luxury Market 2020
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Strong social media presence and high-profile influencers (McGregor, 2020).
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Sharp decline in sales following pandemic (Burberry Group PLC, 2020).
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Fabric recycling initiative, progress towards sustainability (Burberry Launches Fabric Recycling Scheme, 2020).
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Minimalistic values render luxury obsolete (Kestenbaum, 2020).
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Competing with imitation labels/knockoffs (Fontana, R., Girod, S. J., & Kralik, M., 2019).
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High price range, not inviting or realistic for younger audience (Arnett, et al., 2020).
Christian Dior SE 21.1% Prada S.p.A. 1.3% Capri Holdings Ltd. 1.9% Ralph Lauren Corp. 2.2% Burberry Group Plc 1.2% Remaining Market 72.3%
Christian Dior SE Ralph Lauren Corp.
Prada S. p.A. Burberry G roup Plc
Capri Holdings L td. Remaining Market
Figure 3.1
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Growing relevance to Generation Z (Faull, 2019).
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Established brand attitude, style, image, heritage (Percoco, 2017).
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High quality products and craftsmanship (Percoco, 2017).
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Leader in ‘social retail’ with a virtually immersive store in China (Manoff, 2020).
Small percentage of market share in terms of revenue (Factiva, 2021).
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Recent scandal involving the burning of unsold goods (Paton, 2018).
Product Comparison
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Figure 4.1
Opportunities
Figure 4.2
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Collaborations with other brands (Morency & Director, 2019).
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Leisurewear and casual offerings (Kingdon, 2018; Kats, 2020).
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Market to younger consumers who will soon have significant purchasing power (Arnett et al., 2020).
Competitors reaching new, untapped markets before Burberry (Morency & Director, 2019).
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Mass store closures due to the pandemic (Britain’s Burberry..., 2020).
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Price competition from local and global opponents (Marketline.com, 2020).
Working with a clothing rental service to increase accessibility while upholding reputation (Global Online Clothing Rental Market, Forecast to 2025 – ResearchAndMarkets.com, 2020).
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Luxury goods market losing relevance as a whole (Kestenbaum, 2020).
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Lack of economic stability in the wake of a financially, emotionally, physically challenging year (Kestenbaum, 2020).
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Digital innovations, even more social media marketing and online presence (Bailis, 2021).
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Expansion of the Burberry app and partnerships with WeChat, et cetera (Young, 2021).
More affordable, contemporary brands catching the eye of Burberry’s target customer (Ghize et al., 2020).
Figure 4.3
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Threats •
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As shown in the figures above, Burberry and it’s most relevant competitors, Christian Dior and Prada, offer similar assortments. All three brands have men’s and women’s clothing lines and Burberry offers a children’s line. Womenswear and Ready-To-Wear were chosen as the categories to expand upon because Burberry’s offerings need to be accessible to our most consistent, fashion-forward customers if they are to compete with big names like Christian Dior and Prada.
Weaknesses
Figure 5.1
II. LINE DEVELOPMENT Target Customer Meet Burberry’s target customer, Anny. She is a young professional living in London, England. She works as a graphic design executive for an advertising firm and does freelance work on the side. Her annual income is about $80,000-90,000, and she is comfortable spending about $2,000-4,000 per month, investing in high quality goods and services that are meant to last, keeping sustainability in mind. Her interests and recreational activities are centered around art and entertainment – attending galleries, museums, films, concerts, theatre productions, and gathering with friends and family – surrounded by nature whenever possible (Faull, 2019; AGCAS Editors, 2020; Millennials – living in London, 2019; YPulse Inc. – Youth Research and Insights, 2017).
Trend Report Through WGSN, fashions of Business Casual, Elevated Simplicity, and Adaptable Design are major trends that effectively translate the aesthetic themes present in our trend analysis and interpretation. Doneger Creative Services’ Low Pressure Professional and Over Optimized consumer insights help support the laid back yet fashion-forward approach to business casual and leisure wear, with streetwear and utilitarian influences, that will captivate our younger audience and modernize our older customers (WGSN; Doneger Creative Services). The theme of this leisurewear line revolves around the current slower pace of the world and consumers’ increased down time. The key items in this line encompass the line’s overarching themes with a mixture of comfort and structure. Slimline proportions and form fitting silhouettes are balanced out with flares, straps, ties, and other design elements. These trends are reflected in the color story for our line with soft, neutral colors with traces of energetic hues. The earthy colors promote the relaxed, leisurely She frequents Saks Fifth Avenue, Barney’s, and nature of the line, and the classic Burberry tartan print Nordstrom, and some of her favorite smaller designers include Sandy Liang, Danielle Guizio, Jacquemus, and Dion will remain a staple for customers new and old. The Lee. Ever since the pandemic, she opts for e-commerce and fabrics included in our fabric story are chosen for comfort and durability, including jersey knits, lyocell, uses the internet as her primary source of fashion and structured canvas, linen, and twill. Key items will information. She has an account set up on the official include fitted tops, loose bottoms, and layering pieces, Burberry app and utilizes Instagram’s new shopping cutout details, and adjustable features for comfort. features. Although she does most of her research from home, she prefers to buy luxury products in a physical store for the overall experience, spending about $1,000 per visit (Google, 2013; Manoff, 2020). Anny glosses through magazines such as Harper’s Bazaar, British Vogue, and GQ, and regularly checks WGSN and WWD to get a feel for upcoming trends. Her social media feeds are cluttered with fashion influencers, up-and-coming artists, and the verified accounts of all her favorite brands – Burberry included. She regularly shops at Christian Dior and Louis Vuitton, splitting time between their digital channels and brick-and-mortar stores, always conducting extensive research before splurging (McGregor, 2020; Beauloye, 2020).. For Spring/Summer 2022, Anny looks forward to versatile assortments that support her busy routine – garments that can carry her from the office to the bar and back to her flat. For younger professionals navigating the new meaning of work-life balance, she is looking for comfortable fabrics and pieces flexible enough to keep up with her lifestyle (Bell & WGSN Insights). The following images represent the look that the target customer is seeking to emulate in the upcoming S/S 2022 season. All images from WGSN Image Library:
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II. LINE DEVELOPMENT Color Story
Buttercream
Inkwell
Rust
Justification The colors selected for this line are intended to bring consumers peace of mind. Neutrals and earthy tones will dominate the Spring/Summer 2022 season to calm consumers (WGSN, 2020). Keeping in line with Burberry’s offerings, this neutral palette features splashes of cerulean and rust to uplift the overall mood. The iconic tartan print will prompt new customers to appreciate the long-standing tradition and quality of the brand while assuring existing consumers that their heritage is here to stay. The fabrics chosen for this line reflect the comfort that customers are seeking in their adjusted work-from-home lifestyles. Cashmere, cotton, lyocell, linen, wool, and hemp make up the fiber content of these fabrics and are extremely cost-efficient.
Cerulean
Ultimate Gray Iconic Tartan
Fabric Story
Swatch
Fabric Name
Fiber Content
Suitability
Special Care
Vendor
Wholesale Price ($) per Yard
Pisek Natural Linen Crepe
90% Linen 10% Cotton
Tops Scarves
Dry Clean
Moodfabrics.com
$12.50/yd
Heathered Gray Super 120 Merino Wool Twill
100% Wool
Jackets Bottoms Suiting
Dry Clean or Hand Wash
Moodfabrics.com
$30.00/yd
Helmut Lang Cotton and Cashmere Jersey
90% Cotton 10% Cashmere
Shirts Bottoms
MachineWash Cold, Tumble Dry Low
Moodfabrics.com
$12.50/yd
Hemp Traders Natural/Taupe Canvas
100% Hemp
Shirts Skirts
Dry Clean or MachineWash Gentle
Fabric.com
$20.31/yd
Silky Lyocell Fabric
100% Lyocell
Tops Dresses
MachineWash Gentle Cold
Joann.com
$5.99/yd
Figure 6.1 6
II. LINE DEVELOPMENT Style Sheets
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III. MERCHANDISING PLAN Quick Costing
Figure 7.1 8
III. MERCHANDISING PLAN Six-Month Plan
Figure 7.2
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III. MERCHANDISING PLAN Assortment Distribution Style Distribution
Figure 8.1 As the world adjusts to the ongoing consequences and aftermath of the coronavirus pandemic, consumers are in need of flexible wardrobe options that allow them to seamlessly transition to and from different aspects of their ‘new normal’ lifestyle – work, exercise, leisure, and recreation, to name a few. A subdued sense of luxury, minimalist inspirations, strappy details, cutouts, and adaptable design features influenced the quantities of tops, bottoms, and dresses selected for the line (WGSN, 2020).
Size Distribution
Figure 8.2 Burberry’s target customer is an active, lively young professional – but this does not warrant a one-size-fits-all solution. The sizes offered for this line will be evenly distributed as much as possible to ensure that one body type is not being valued above another – not to mention, diversity and inclusion are very important to individuals of Gen Z and Millennial cohorts. With the demand for plus sized fashion increasing, Burberry should lead the pack in terms of more inclusive sizing (McCall, 2018; Meltzer, 2020). Whether the consumer is petite or plus sized, this line from Burberry will include versatile garments for all body shapes and sizes, which is a competitive advantage and supports the diversity inherent in the market for rental clothing.
Color and Print Distribution
Figure 8.3
Figure 8.4
The print and colors in this line provide a range of earthy tones mixed with bright hues that are versatile enough to support our target customer while they are on the go. The color story maintains a calming impression that easily transitions from place to place. The palette mixes relaxing, classic neutrals with energetic pops of color, and the colors were selected with cohesion in mind. After the turmoil of the last year, consumers will be seeking colors that soothe as the world continues to change around them (WGSN, 2020). The color story would not be complete without the classic iconic tartan print, a staple for the brand. 1 0
III. MERCHANDISING PLAN Assortment Plan - Key Items
ASYMMETRICAL CROP
BALLOON SLEEVE CARDIGAN
STRAPPY TROUSERS
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III. MERCHANDISING PLAN Assortment Plan - Key Items
SLIM FIT SWEATPANTS
CUT OUT MAXI DRESS
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III. MERCHANDISING PLAN Purchase Order
Figure 9.1 The table above shows the final purchase order. The purchase order meets the budget of planned retail purchases ($64,720) for Burberry’s London, England location, with $450 to spare. Shorter sleeved shirts will make up more of the assortment as temperatures rise in May, and customers will be shifting away from long sleeved shirts and full coverage pieces. By offering garments that will aid consumers in smoothly transitioning from spring to summer styles, with layered and adaptable pieces, this purchase order reflects the limited quantities available in the store or for rental and meets the total budget for May.
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BURBERRY S/S 22 In Collaboration with Rent the Runway
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REFERENCES & IMAGE CREDITS @fashion-gone-rogue, & Harper's Bazaar. Women's Colour Forecast S/S 22 Champagne and rose tones evoke soft luxury for occasionwear’s new relaxed mood. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87289#page_1. @fashion-gone-rogue, & Harper's Bazaar. Women's Colour Forecast S/S 22 Elevated neutrals drive a feeling of luxurious escapism. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87289#page_1. @fashion-gone-rogue, & Harper's Bazaar. Women's Colour Forecast S/S 22 Elevated neutrals drive a feeling of luxurious escapism. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87289#page_1. @middle.journal, & @jerramclifford. Womenswear Forecast S/S 22 Adaptable Design. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87951#page_11. @middle.journal, & @jerramclifford. Womenswear Forecast S/S 22 Business Casual. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87951#page_1. @middle.journal, & @jerramclifford. Womenswear Forecast S/S 22 Elevated Simplicity. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/87951#page_11. 17 Oz. Hemp Traders 100% Hemp Canvas Natural/Taupe. fabric.com. An Amazon Company. https://www.fabric.com/buy/0750365/17-oz-hemptraders-100-hemp-canvas-natural-taupe. AGCAS Editors. (2020, March). Graphic designer job profile . Prospects. https://www.prospects.ac.uk/job-profiles/graphic-designer. Arnett, G., Chitrakorn, K., & Vogue Business Data & Insights Team. (2020, December 18). How to reach the new luxury shopper: Aspirational nesters. Vogue Business. https://www.voguebusiness.com/consumers/how-toreach-the-new-luxury-shopper-aspirational-nesters. Bailis, R. (2021, January 15). Influencer marketing statistics in 2019 (TRENDS + key takeaways). Retrieved February 08, 2021, from https://www.bigcommerce.com/blog/influencer-marketing-statistics/#10most-important-influencer-marketing-statistics-for-2020 Beauloye, F. E. (2020, November 22). Top 15 Most Popular Luxury Brands Online In 2020. Luxe Digital. https://luxe.digital/business/digital-luxuryranking/most-popular-luxury-brands/. Bell, A., & WGSN Insights. Future Consumer 2022 . Future Consumer 2022 by WGSN-. https://createtomorrowwgsn.com/1927340/. Berkshire Hathaway. (2020, May 5). Global Online Clothing Rental Market, Forecast to 2025 - ResearchAndMarkets.com. Business Wire. https://www.businesswire.com/news/home/20200505005656/en/GlobalOnline-Clothing-Rental-Market-Forecast-to-2025--ResearchAndMarkets.com. Burberry Logo Horse PNG Image with No Backgroud. pngkey.com. (n.d.). https://www.pngkey.com/maxpic/u2r5q8u2e6t4a9r5/. Burberry logo: Burberry wallpaper, Embroidery logo, Burberry. Pinterest. (2021, March 15). https://www.pinterest.com/pin/555209460320397759/. 1 5
REFERENCES & IMAGE CREDITS Britain's Burberry SAYS Shop closures HIT sales, warns of more disruption. (2021, January 20). Retrieved February 08, 2021, from https://www.cnbc.com/2021/01/20/burberry-says-shop-closures-hit-saleswarns-of-more-disruption.html Burberry Group Plc SWOT Analysis. (2020). Burberry Group Plc SWOT Analysis, 1-7 Burberry Group PLC. (2020, March). Burberry Annual Report. Burberry Corporate Website. https://www.burberryplc.com/content/dam/burberry/corporate/oar/2020/ pdf/Burberry_Annual_Report_2019-20.pdf.downloadasset.pdf. Burberry launches fabric recycling scheme with British Fashion Council. (2020, December 09). Retrieved February 07, 2021, from https://reports-mintelcom.proxy.library.kent.edu/sinatra/oxygen/display/id=1054571?fromSearc h=%3Ffreetext%3Dburberry%26sortBy%3Drecent. Burberry. Burberry Corporate Website. (2021). https://www.burberryplc.com/en/index.html. Burberry Wallpapers - Wallpaper Cave. WallpaperCave. (2017). https://wallpapercave.com/burberry-wallpapers. Cable News Network. BURBY - Burberry Group PLC Company Profile. CNNMoney. https://money.cnn.com/quote/profile/profile.html?symb=BURBY. CBRE Limited. (2019, October 18). Millennials - living in London. CBRE Residential. https://www.cbreresidential.com/uk/en-GB/content/howmillennials-live. Chaudhuri, S. (2017, November 09). Burberry Hurt by U.S. Retail Woes; Shares Fall 10%; Investors overlook the strong first-half results to focus on Burberry's longer-term outlook. Retrieved February 03, 2021, from https://search-proquestcom.proxy.library.kent.edu/docview/1961739826/3B5946DEDB6E461FPQ /2?accountid=11835 Conlon, S. (2020, September 20). The rise of fashion rental. The Guardian. https://www.theguardian.com/fashion/2020/sep/20/the-rise-of-fashionrental-scarlett-conlon. Cunningham, E. (2019, November 19). How Burberry used TikTok influencers to reach Chinese millennials. Glossy. https://www.glossy.co/fashion/howburberry-used-tiktok-influencers-to-reach-chinese-millennials/. Factiva. (2021). Burberry Group Plc - Company Snapshot. Shibboleth Authentication Request. https://global-factivacom.proxy.library.kent.edu/pcs/default.aspx?napc=K. Faull, J. (2019, July 22). 'Winning the millennial playbook': Burberry – what's gone right? The Drum. https://www.thedrum.com/news/2019/07/17/winning-the-millennialplaybook-burberry-what-s-gone-right. Fontana, R., Girod, S. J., & Kralik, M. (2019, May 28). How luxury brands can beat counterfeiters. Retrieved February 08, 2021, from https://hbr.org/2019/05/how-luxury-brands-can-beat-counterfeiters Ghize, L. J., Polskin, H., Feniger, M., Rozansky, S., Bailey, A., Luttrell, J., … Schnitzlein, A. (2020, July). What People Will Wear. TOBETDG. https://www.tobetdg.com/consumer-insights/Report-Article_50665. 1 6
REFERENCES & IMAGE CREDITS Gigi Hadid for Burberry on We Heart It. We Heart It. (n.d.). https://weheartit.com/entry/330354706. Google. (2013, September). Fashion Online: How Affluent Shoppers Buy Luxury Goods. Google. https://www.thinkwithgoogle.com/consumerinsights/consumer-trends/fashion-online-affluent-shoppers-luxury/. Heathered Gray Super 120 Merino Wool Twill/Suiting. moodfabrics.com. https://www.moodfabrics.com/heathered-gray-super-120-merino-wooltwill-suiting-313412. Helmut Lang Optic White Cotton and Cashmere Jersey. moodfabrics.com. https://www.moodfabrics.com/helmut-lang-optic-white-cotton-andcashmere-jersey-326795. History. Burberry Corporate Website. (2021). https://www.burberryplc.com/en/company/history.html. Italian Denim and White Plaid Gauzy Linen [Digital image]. (n.d.). Retrieved February 22, 2021, from https://www.moodfabrics.com/italian-denim-andwhite-plaid-gauzy-linen-322854 Kaliviotis, C. (n.d.). Burberry introduces the Pocket Bag campaign starring Bella Hadid c Courtesy of Burberry _ Inez and Vinoodh_003. Grazia. https://graziamagazine.com/articles/a-box-a-tiger-and-bella-hadidintroducing-burberrys-new-pocket-bag-campaign/burberry-introducesthe-pocket-bag-campaign-starring-bella-hadid-c-courtesy-of-burberry-_inez-and-vinoodh_003/. Kats, R. (2020, July 30). Is the Pandemic Driving Demand for Leisurewear? Insider Intelligence. https://www.emarketer.com/content/pandemicdriving-demand-leisurewear. Kestenbaum, R. (2020, November 3). The Future Of Luxury, Post-Coronavirus. Forbes. https://www.forbes.com/sites/richardkestenbaum/2020/11/02/the-futureof-luxury-post-coronavirus/?sh=3a3bec4e33ef. Key Items Fashion S/S 22 Women's Loungewear. (n.d.). Retrieved February 22, 2021, from https://www-wgsncom.proxy.library.kent.edu/fashion/article/88390. Kingdon, V. (2018, October 16). 6 ways to add luxury to your leisurewear.Harper'sBAZAAR. https://www.harpersbazaar.com/uk/fashion/g22957649/6-ways-to-addluxury-to-your-leisurewear/. ltd, R. and M., & IMARC Group. (2020, April). Online Clothing Rental Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2020-2025. Research and Markets - Market Research Reports - Welcome. https://www.researchandmarkets.com/reports/5021689/online-clothingrental-market-globalindustry?utm_source=dynamic&utm_medium=BW&utm_code=32ckzr&ut m_campaign=1385742%2B%2BGlobal%2BOnline%2BClothing%2BRental%2BMarket%2C%2BForecas t%2Bto%2B2025&utm_exec=joca220bwd. Manoff, J. (2020, March 12). 'The next evolution of fashion tech': Luxury retailers are returning to chat commerce. Glossy. https://www.glossy.co/fashion/the-next-evolution-of-fashion-tech-luxuryretailers-are-returning-to-chat-commerce/. 1 7
REFERENCES & IMAGE CREDITS Marketline.com. (2020, February 5). Company Profile – PRADA S.p.A Marketline Report. Shibboleth Authentication Request. Business Source Complete. http://web.b.ebscohost.com.proxy.library.kent.edu/bsi/companyinfo?vid =4&sid=936d88cf-2846-42fe-bb9c-dc16cbd159e6%40pdc-vsessmgr04&bdata=JnNpdGU9YnNpLWxpdmU%3d#AN=DD8917D4EAD4-4F2B-9F00-E3A501BEF3E1&authdb=dmhco&db=buh. Marketline.com. (2020, November 18). Company Profile - Burberry Group Plc Marketline Report. Shibboleth Authentication Request. Business Source Complete. http://web.b.ebscohost.com.proxy.library.kent.edu/bsi/companyinfo?vid =4&sid=936d88cf-2846-42fe-bb9c-dc16cbd159e6%40pdc-vsessmgr04&bdata=JnNpdGU9YnNpLWxpdmU%3d#AN=DD8917D4EAD4-4F2B-9F00-E3A501BEF3E1&authdb=dmhco&db=buh. Mavi White Medium Weight Tencel Twill [Digital image]. (n.d.). Retrieved February 22, 2021, from https://www.moodfabrics.com/mali-whitemedium-weight-tencel-twill-422260 McCall, T. (2018, May 2). Luxury Fashion Has a Plus Size Problem. Fashionista. https://fashionista.com/2018/05/luxury-designer-plus-size-clothingproblem. McGregor, K. (2020, June 7). Digital influences 70% of Burberry buying decisions. Drapers. https://www.drapersonline.com/news/digitalinfluences-70-of-burberry-buying-decisions. Meltzer, M. (2020, March 11). Not a Size 2? Luxury Fashion Finally Wants You. The New York Times. https://www.nytimes.com/2020/03/11/style/styleretail-plus-sizes-fashion-for-the-70-percent.html. Mintel (2020, January 22). Burberry reports 3% growth in comparable store sales. Retrieved February 04, 2021, from https://reports-mintelcom.proxy.library.kent.edu/sinatra/oxygen/display/id=1001548?fromSea rch=%3Ffreetext%3DBurberry%26sortBy%3Drecent Mintel. (2019, May 22). Burberry report profit growth amid ongoing transformation plan. Retrieved February 04, 2021, from https://reportsmintelcom.proxy.library.kent.edu/sinatra/oxygen/display/id=958550?fro mSearch=%3Ffreetext%3DBurberry%25202019 Moore, C. M., & Birtwistle, G. (2004, August 1). The Burberry business model: creating an international luxury fashion brand. Shibboleth Authentication Request. https://www-emeraldcom.proxy.library.kent.edu/insight/content/doi/10.1108/0959055041054 6232/full/html?src=recsys#loginreload. Morency, W. B. C., & Director, C. M. E. (2019, February 19). Luxury Brands Learn How to Speak Streetwear Their Own Way. Highsnobiety. https://www.highsnobiety.com/p/luxury-streetwear-brands/. Natural Hemp and Organic Cotton Canvas [Digital image]. (n.d.). RetrievedFebruary 22, 2021, from https://www.moodfabrics.com/naturalhemp-and-organic-cotton-canvas-320924 O'Connor, C. (2020, December). US Industry (NAICS) Report 44812 Women's Clothing Stores in the US. Shibboleth Authentication Request. https://myibisworld-com.proxy.library.kent.edu/us/en/industry/44812/products-andmarkets. 1 8
REFERENCES & IMAGE CREDITS O'Connor, C. (2020, November). US Industry (NAICS) Report 44811 Men's Clothing Stores in the US. Shibboleth Authentication Request. https://myibisworld-com.proxy.library.kent.edu/us/en/industry/44811/productsand-markets. Pantone fashion COLOR Trend Report SPRING/SUMMER 2021 for New York Fashion Week. (2020, September 12). Retrieved February 23, 2021, from https://www.fashiontrendsetter.com/v2/2020/09/12/pantone-fashioncolor-trend-report-spring-summer-2021-for-new-york-fashion-week/ Paton, E. (2018, September 6). Burberry to Stop Burning Clothing and Other Goods It Can't Sell. The New York Times. https://www.nytimes.com/2018/09/06/business/burberry-burningunsold-stock.html. Percoco, G. (2017). The Creative Industries: The Evolution of Burberry’s Business Model: The See-Now, Buy-Now Strategy. (Unpublished master's thess). LUISS Guido Carli. Pisek Natural Linen Crepe. moodfabrics.com. https://www.moodfabrics.com/pisek-natural-linen-crepe-322951. Shaulova, E., & Biagi, L. (2020, August). In-depth: Luxury Goods 2020. Statista. https://www.statista.com/study/61582/in-depth-luxury/. Silky Lyocell Fabric. joann.com. https://www.joann.com/silkylyocellfabric/zprd_16986010a.html?dwvar_zprd__16986010a_variationAt tribute=16986069 &quantity=1 Social Retail. Burberry Corporate Website. (2021). https://www.burberryplc.com/en/company/social-retail.html. Spring/Summer 2021. (2020). Retrieved February 22, 2021, from https://www.tobetdg.com/creative-direction/spring-summer-2021. Strategy. Burberry Corporate Website. (2021). https://www.burberryplc.com/en/company/strategy.html#itemundefined. Telio Organic Cotton Stretch Jersey Knit [Digital image]. (n.d.). Retrieved February 22, 2021, from https://www.fabric.com/buy/un-949/telioorganic-cotton-stretch-jersey-knit-off-white Twigg, M. (2021, January 29). How Brexit-Linked VAT Rules Could Make British Brands the 'Biggest Losers'. Shibboleth Authentication Request. https://sourcingjournal-com.proxy.library.kent.edu/topics/businessnews/brexit-vat-london-luxury-tourist-shopping-walpole-mulberryburberry-258648/. UK: Burberry profit rises and revenue dips over full year. (2018, March 16). Retrieved February 07, 2021, from https://reports-mintelcom.proxy.library.kent.edu/sinatra/oxygen/display/id=897628?fromSearc h=%3Ffreetext%3DBurberry%26sortBy%3Drecent. WGSN Image Library. "“Screen_Shot_2020_09_22_at_15.18.00” Mood. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0/burberry. WGSN Image Library. "Bolero_Sleeves_Bralette_Set" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/8964c7d1f7b1efa9abcaa5d4f4f 4de85. 1 9
REFERENCES & IMAGE CREDITS WGSN Image Library. "Bustier_top_8" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/3dc666c915d8d328cc7b9278 04843f57/ruched. WGSN Image Library. "cus_mad_ss21_051" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/b4c19c99e49dd912034d8b07 dacbd044/barcelona. WGSN Image Library. "dil_ny_ss20_007" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/dion%20lee. WGSN Image Library. "dil_nyc_ss21_014" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/dion%20lee. WGSN Image Library. "dil_nyc_ss21_019" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/dion%20lee. WGSN Image Library. "dil_nyc_ss21_025" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/dion%20lee. WGSN Image Library. "ecom30121_Danielle_Guizio" Retail. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/guizio. WGSN Image Library. "gia_syd_ps19_009" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/i%20am%20gia. WGSN Image Library. "gia_syd_ps19_024" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/i%20am%20gia. WGSN Image Library. "jqm_dets_prs_ss21_071" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0/%5EJacquemus. WGSN Image Library. "jqm_dets_prs_ss21_117" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0/%5EJacquemus. WGSN Image Library. "ric_mln_ss21_002" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/dd9f1dcbd27cb8fb71a15751e 2b155b0.
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REFERENCES & IMAGE CREDITS WGSN Image Library. "sad_prs_ss21_006" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/c05dc1449e8a284c52adaaa60 bf34228. WGSN Image Library. "Sans_titre_1" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/3dc666c915d8d328cc7b9278 04843f57/long%20dress. WGSN Image Library. "Sans_titre_12" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/757e8eed77de376def625218 47966133. WGSN Image Library. "Sans_titre_13" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/757e8eed77de376def625218 47966133. WGSN Image Library. "Sans_titre_3" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/3dc666c915d8d328cc7b9278 04843f57/trousers. WGSN Image Library. "skirt_a_w_21_2" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/65bfba8e5fa70cb10104f65704 dfb6de. WGSN Image Library. "sli_nyc_aw21_028" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0d1cb3ac754b68bdaae0a3f26 480bb62/sandy%20liang. WGSN Image Library. "sulv_prs_aw21_002" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/b9aeb4948f6a95afb5762ce21 cafa07f/prs. WGSN Image Library. "The_Asymmetric_Crop" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0/asymmetrical%20crop. WGSN Image Library. "tumblr_cd7124eece079df94366fbf66144ac67_864ee1ae_1280" Mood. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/0/%5EJacquemus. WGSN Image Library. "ver_mln_ss21_067" Catwalks. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/ed27616edef5eba7c1d6b235a 2bd90c4/Versace. WGSN Image Library. "woven_tops_2" WGSN Original CADs/Flats. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/library/results/3dc666c915d8d328cc7b9278 04843f57/ruched. 2 1
REFERENCES & IMAGE CREDITS WGSN Reports. Collection Review: Women's Key Details & Trims: Intimates & Loungewear – Cutouts are key for cross-category bodywear. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/89091. WGSN Reports. Collection Review: Women's Key Details & Trims: Intimates & Loungewear – Fine strapping decorates stretchy bra tops. Shibboleth Authentication Request. https://www-wgsncom.proxy.library.kent.edu/fashion/article/89091. Women's Colour S/S 22. (n.d.). Retrieved February 22, 2021, from https://www-wgsn- com.proxy.library.kent.edu/fashion/article/87289. Womenswear Forecast S/S 22. (n.d.). Retrieved February 22, 2021, from https://www-wgsn- com.proxy.library.kent.edu/fashion/article/87951. Young, V. M. (2021, January 20). Burberry Says Digital Key to Near-Term Growth. Shibboleth Authentication Request. https://sourcingjournalcom.proxy.library.kent.edu/topics/retail/burberry-third-quarter-salesdecline-digital-coronavirus-store-closures-256403/. YPulse Inc. - Youth research and insights. (2017, October 3). Here's What Gen Z & Millennials Do for Fun When They're Not On Their Phones. Startpage. https://www.ypulse.com/article/2017/10/03/heres-what-gen-zmillennials-do-for-fun-when-theyre-not-on-their-phones/.
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