1.1 Purpose and Aims of the Report The brands chosen for this report are Burberry and Acne.
The purpose of this report is to: 
Investigate the two brands promotional and marketing strategies

Utilise the strengths of one of the brands to help the other extend into a new market level
The aim of this new extension is to help the brand reach a wider audience.
1.2 The UK Fashion Market The UK fashion market can be described as a hierarchical model, see Appendix 1, where trends filter down from couture to high street- from catwalk to sidewalk. Brands at the top also take inspiration from those at the lower end; all sectors of the UK fashion market benefit each other.
Both Burberry and Acne are found within the high end fashion market. Burberry cites itself as a brand of ‘luxury positioning’ [Burberry Corporate. Overview. [online]] Acne defines itself as a brand of ‘subtle luxury’ [Acne. History. [online]] The significance of the brands within the fashion industry is proven as both Burberry and Acne showed collections at London Fashion Week 2011. London Fashion Week is considered as ‘the most creative and innovative event on the global fashion calendar’ [London Fashion Week. LFW
Sponsors. [online]]
Initially the backgrounds and promotional strategies of both Burberry and Acne were put into consideration. For this, secondary resources, such as Mintel, Key Note, non-fiction
books, broadsheet newspaper articles, journal articles and the official brand websites, were used. Separate SWOT analyses were then conducted to establish which brand had potential for an innovative extension; Burberry was chosen.
An analysis of the competitors, through a perceptual map, highlighted a gap in the market and an opportunity for extension. One particularly strong element of Acne was chosen as the basis for Burberry’s extension. A consumer profile for the market level chosen was created.
To investigate if this element would work for Burberry, a public survey (primary research) was conducted; the concept was summarised with the creation of a mood board. A specific consumer profile was created to establish who would be the
main consumers.
A closer look at the way the competitors promoted their extension in this market level was carried out. Another mood board was created to explore the promotional strategies Burberry could consider.
Finally the perfect marketing mix could be produced.
3.1 Background Information
3.1.1 Burberry Burberry is considered a ‘heritage’ [Burberry Corporate.
Overview. [online]] brand starting in 1856 by Thomas Burberry, a draper’s apprentice. In 1880, Burberry created “Gabardine – the breathable, weatherproof and tearproof
fabric” [Burberry Corporate. History. [online]]
Other significant events in the brands history include:
The adoption of the “Prorsum” (Latin for forward) Equestrian Knight logo
The creation of the ‘trench coat’ in 1914 after Burberry was commissioned, by the War Office, to adapt one of its coats for use in battle
The trademark Burberry Check which first appeared in the 1920’s
Such is the iconic status of the Burberry check that the ‘distinctive beige check, once associated with Alisters…[became] the uniform of a rather different social group: the so-called Chav’ [BBC, 2005. Burberry versus the
chav. [online]] The image of Danniella Westbrook and her baby, dressed head to toe in the check, prompted Burberry to reconsider itself as a brand. Christopher Bailey was appointed in 2001 as the brand’s creative director. He has arguably been responsible for the brand’s transformation and
arguably been responsible for the brand’s transformation and progressive stance in technology.
Today Burberry sees
itself as an ‘internationally recognised luxury brand with a worldwide distribution network’ [Burberry Corporate.
History. [online]] ‘defined by its outerwear heritage and its iconic trench coat’ [Burberry. The Foundation. [online]]
Burberry is a multi-level brand, see Appendix 2- different
ranges appealing to different clientele. ‘Burberry [has] stretched their price architecture to both include some slightly lower-priced small clothing items and also higherpriced premium/limited editions’ [Mintel, 2010. Price
deflation in clothing. [online]]
‘Burberry Prorsum’ is Burberry's ‘couture/high fashion range’ [Moore and Birtwistle, 2004: 415] with a
‘fashion-forward take on heritage designs’ [Net-aporter. Burberry. [online]]
’Burberry London’ is the brand’s ready-to-wear range ‘presented in two collections for spring/summer and autumn/winter for men and women’ [Moore and Birtwistle, 2004: 415] defined as ‘city-sleek essentials… [with] a dash of contemporary attitude’ [Net-a-porter. Burberry. [online]]
Burberry has several diffusion ranges:
‘Thomas Burberry’, originally was exclusively for the Spanish market. It has an ‘emphasis upon casual fashion’ [Moore and Birtwistle, 2004: 416]
‘Burberry Blue’ and ‘Burberry Black’ are exclusive to the Japanese market.
o ‘Burberry Blue’ being a ‘casual collection for younger women’ [Moore and Birtwistle, 2004: 416] o ‘Burberry Black’ targeted at professional males with ‘tailored clothing and sportswear’ [Moore and Birtwistle, 2004: 416]
‘Burberry Brit’ is the UK equivalent of ‘Burberry Blue’ and ‘Burberry Black’ with a ‘youthful approach to the label’s iconic aesthetic’ [Net-a-porter. Burberry. [online]]
Burberry’s accessory range is seen as the ‘epitome of sophistication and quintessential British style’ [Net-aporter. Burberry. [online]] ‘In 2010/11, non-apparel revenue increased by 32% underlying compared to 24% for
Burberry as a whole... Handbags are core to nonapparel, representing about half of revenue.’ [Burberry Corporate. Strategy and Mission. [online]] Other extensions produced under license include:
Fragrance
Beauty
Timepieces
Eyewear
Childrenswear
‘The Burberry Foundation’, is Burberry’s registered charity established in 2008. It has a long term commitment ‘dedicated to supporting young people...realise their full potential’ [Burberry. The Foundation. [online]] supported by donations from Burberry employees and customers.
3.1.2 Acne Acne (Ambition to Create Novel Expression), by comparison, is a relatively new brand, founded in 1999 in Stockholm, Sweden. The brand is formed of individual creative: advertisers, graphic designers and fashion designers, whom together make up the Acne Collective. Their original focus was on Jeanswear, characterised by bright red stitching. According to their website, Acne was ‘featured in Swedish Elle magazine and soon, Sweden’s leading boutiques wanted to
carry the characteristic jeans… These are the foundations of Acne.’ [Acne. History. [online]]
The first full Acne collection was created in 1998 and ‘set the tone for the brand –…subtle luxury and understated items… Cool and personal’ [Acne. History. [online]] In 2005, the Acne Paper, a biannual magazine, was created as a visual tool for communication and promotion. The Acne Paper is a
collaboration between all members of the Acne Collective. It is described as having a “pan-generation editorial approach”, by the paper’s editor-in-chief, Thomas Persson [Frankel, S., 2011. The Independent, 1 August] The Acne Paper is their only “promotional” device, as Acne does not advertise instisting on being ‘more cutting-edge than consumerist’ [Frankel., S, 2011. The Independent, 1 August] Johnny Johansson is Acne’s creative director.
3.2 Promotional and Marketing Strategies
3.2.1 Acne Acne does not advertise. The Acne Paper cannot be considered a form of promotion as Acne ‘believe[s] that there is integrity to be had by association and feel[s] no need to push product in its own magazine's pages’ [Frankel., S, 2011. The Independent, 1 August] This alludes to exclusivity. The first Acne store opened in 2003 in Stockholm. Acne carefully positions its stores. They opened
in Dover Street, London in 2010; an area frequented by people with wealth.
Acne does, however, collaborate with others to attract the attention of the media and industry, most notably in 2009 ‘with one of France's most sought after designer labels’ [Fashion United, 2009. Acne teams up with Lanvin. [online]] Lanvin- an example of Acne trading up. Other collaborations
include:
Bianchi Bicycles which saw Acne creating bespoke cycles in custom colours.
2010- a collaboration with transsexual magazine ‘Candy’ creating ‘three shirts, available in denim and silk… named after characters in 80s soap opera Dynasty… Alexis, Krystle and Sammy Jo’ [Fashion United, 2010.
Acne x Candy magazine. [online]]
Also in 2010- a collaboration with artist Katerina Jebb
A separate project saw the launch of a range of sofas.
Acne’s most recent partnership in 2010 was with London based artist Daniel Silver- an example of Acne trading down. A capsule collection was created ‘bring[ing] together [Daniel’s] sculptural work and African influences...clashing prints, painted leather and raw fabrics’ [Fashion United. Acne collaborates with Daniel Silver. [online]]
3.2.2 Burberry Conversely, Burberry has a large promotional strategy. A brand with a long history it has built its name on reputation and loyalty. Burberry has extensive advertising campaigns which often include celebrities- Kate Moss, Emma Watson and, most recently, Rosie Huntington-Whiteley. Burberry utilises online platforms and the rise of social media to aid its promotions. Burberry ‘spends 60% of its
marketing budget on digital channels… which is more than three times the average investment’ [Baker, R., 2011.
Marketing Week, 1 September] In 2009, Burberry launched the ‘Art of the Trench’. ‘Photo-blogger Scott Schuman, better known as The Sartorialist’ [Design Council. Christopher
Bailey: The Art of the Trench. [online]] has contributed to the site. The site also invites members of the public to upload images of themselves in their trench coats which are then selected to appear online- people feel as though they are part of the ‘Burberry club’. Other digital innovations include:
The 3D streaming of live fashion shows in stores and online in order to ‘challenge perceptions that these shows are for the industry and not for the consumer.’ [Design Council. Christopher Bailey: The Art of the
Trench. [online]]
‘Buy the Catwalk’ direct ordering system, in an attempt to shorten the six month, from catwalk to store, cycle in the fashion industry, and to reduce the number of fake or imitation items available for sale.
Burberry has a strong interactive presence on the social networking site, Facebook.
Unlike Acne, Burberry does not collaborate openly with other brands. Many of their extensions are the result of licensing to other companies in order to benefit from their expertise. For example, their fragrance, timepieces and eyewear are licensed to Interparfums, Fossil and Luxottica, respectively. In 2010 Burberry extended to create a cosmetics line with its fragrance licensee Interparfums.
2011 ‘saw the launch of the first fully in-house global menswear collection…historically a licensed business’ [Burberry Corporate. Strategy and Mission. [online]]
Burberry is no longer just a fashion brand having partnered with West Sussex band, the Feeling, to ‘record [a] version of their song Rosé for new perfume called Body…The song will soundtrack the…campaign …which will appear on television before Christmas [2011]’ [Cartner-Morley, J., 2011. The Guardian, 7th October] This will also be the brand’s first advert for television. Christopher Bailey also curated and designed the artwork for the CD ‘Burberry Acoustic- The Collection for London Fashion Week’ in spring 2011. ‘Burberry Acoustic [is] an on-going project collaborating with British artists to celebrate the brand's heritage of founding, developing and supporting emerging British talent’ [British Fashion Council. Burberry Acoustic- SS11. [online]]
3.3 SWOT Analysis The aim is to develop an overview of both Burberry’s, figure 1, and Acne’s, figure 2, strategic situation, internally and externally, to find an opportunity for extension.
3.3.1 Burberry Figure 1 Burberry
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Strong heritage/
Relies heavily on
Further digital/
Reliance on
well established
advertising-
online
licensees to
celebrity
innovations- 4D
perform- unsure in
trench coat,
endorsement=
streaming?
these hard
Burberry check
recognition/
Iconic history-
Recognisable
aspiration Celebrity
Further use of evolving
economic times Over-reliance on
advertising
key suppliers in
endorsement is
campaign- story
supply chain- hard
Progressive
risky- who people
that consumers
times for
promotional
like/ dislike are
keep coming back
businesses
strategy
constantly
to see
‘Prorsum’ knight logo
Open minded and
changing- rely on
Move into a home-
Emerging markets are more volatile
forward thinking
the fact that the
ware range
than developed
creative director,
celebrities keep
further
markets- dependent
Christopher Bailey
receiving good
Consumers buy into brand for a piece of history Strong digital/
press Association of the Burberry check with
Launch a
on social/
publication-
political/
magazine/ book
economic
Extend accessories
developments Pressure to be
STRENGTHS Burberry
WEAKNESSES
OPPORTUNITIES
THREATS
interactive/
with ‘chavs’/
range/ make
seen as being
online presence
football
garment ranges
ethically
hooligans-
more affordable-
responsible- avoid
consumers belong
although effort
reach wider
bad press= drop in
to the brand- Art
has been made to
audience
sales
of Trench, live
move away from
streaming
this image
Sense that
Successful world-
High prices mean
Collaborations with other brands
Reduced consumer wealth/ strain on
The opening of
economy means
wide distribution
that the brand is
concessions to
consumers are
Trying to maintain
not open for all
reach a wider
buying less
originality/authen
people to buy
audience
(however are
ticity to the
from- exclusive
Burberry Brit
brand and avoid
and can be seen
targets the
fakes/ imitations
as elitist
younger
looking for quality) Reliance on the
becoming available
generation-
fact that the
- sell directly
loyalty when they
internet is the
from catwalk
are older
way forward- 60%
consumers
marketing budget
Quality is very good- significant
Continue to
on digital integration
in an economic
extend the brand
downturn
in China/ Latin
The rising costs
America/ India-
of logistics and
emerging markets
distribution
Consumers are looking at homegrown brandssupporting British
2012 OlympicsIconic British
Consumer/ industry opinion on the
STRENGTHS innovation
Burberry
Website operational in six
WEAKNESSES
OPPORTUNITIES brand- attract
brand’s first TV
foreign customers
advert- potential
to London stores
for negative
different
Launching country
languages
specific social
Part of the Ethical Trading
THREATS
media The opening of
Initiative-
concept stores
unusual for a
e.g. Brit store
luxury brand
in New York
‘Kate Middleton effect’ – trench coat sold out online after she was seen wearing it
feedback
3.3.2 Acne Figure 2
Acne
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Not a consumerist
No advertising-
More store
Consumers are
brand- cutting
have to work
openings-
curtailing their
edge, no
harder to be
reflective of the
discretionary
advertising
recognised
brand’s selective
spend in reaction
nature
to reduced
Being a
Moving away from
The introduction
disposable incomes
collective-
core principles
different
of the brand,
of different
disciplines coming
jeans, into other
levels within the
cutting edge-
together and using
garments- not as
brand- appeal to
problem if
each other’s
strong
a wider audience
consumers prefer
strengths The Acne Paper-
Relatively new brand- harder to
Move into children’s wear License part of
Known to be more
to follow fashion trends Conflicting ideas
form of promotion
establish as a
but also shows
viable brand- has
the brand
within the
intellectual side
to prove itself
(possibly will
collective- people
never do) to
within the
of brand- talk
Pay a lot of
about issues other
money for
create
collective remain
than just purely
something
timepieces,
loyal and work
fashion
relatively
eyewear,
well together
simple/ plain
fragrances/
looking
cosmetics
Selective/ well thought through store openings/
The collection
locations-
pages on their
elusive/exclusive
website does not
The expansion of e-commerce A greater
The rising costs of logistics and distribution Environmental impact of
STRENGTHS Collaborates with
Acne
WEAKNESSES
OPPORTUNITIES
THREATS
have links to
presence
publishing a
the Fair Wear
where the
digitally e.g.
magazine-
Foundation-
garments can be
social media/
consumers may
responsible
purchased-
other innovations
react
sourcing/
potential buyer
Target specific
production
could be put off
AB consumers-
seen to be acting
looking further
less affected by
environmentally
the economic
responsibly to
downturn
consumers
Iconic jean brand status The brand is on
Not many people are aware of it
Pressure to be
Create a range
Considered a young
impact on who
for an older
brand- high youth
makes a purchase
generation-
unemployment in
ageing population
the under 25’s-
the London Fashion
as a brand- could
Week schedulesignificant as only the best
Prices out of
appear on the
most people’s
inevitable, and
less spending
schedule
means
they also tend to
power
have more moneysilver pound Further
Also UK has an ageing populationwhat appeals to
collaborations
the older
with artists etc.
generation
3.4 Rationale for Chosen Brand Following the SWOT analysis of both Burberry and Acne, the brand chosen for the extension is Burberry, as there appears to be more opportunities for Burberry to extend. Whilst there are perhaps more market levels in which Acne could extend, the move into these areas would not be in keeping with the overall identity of the brand; they need to remain cutting edge and make conscious moves.
Burberry has the most experience of brand extension having moved into almost every market level. The only area it appears to not be currently operating in is publishing- this seems the next logical step for Burberry. Publishing happens to be an area which Acne has successfully pursued. Acne is a useful brand to look at alongside Burberry to act as a basis for ideas and inspiration.
Burberry plays on its heritage status and has a very loyal customer base, who if truly loyal to the brand, would buy into the new Burberry publishing concept.
3.5 Perceptual Map A perceptual map, figure 3, has been devised to assess further whether moving into publishing is a good extension for Burberry. The perceptual map assesses Burberry’s strengths and weaknesses in relation to its competitors. It will identify gaps in the market= competitive advantage for
PERCEPTUAL MAP HIGH TECH
Burberry.
Burberry
LOUD
Lanvin Mulberry Gucci Matthew Julien Williamson MacDonald
Roland Mouret Amanda Wakeley
GAP: Loud, Low tech
Issa
LOW TECH
QUIET
Acne Roksanda Ilincic Figure 3
3.6 Market Level Chosen
3.6.1 Rationale for Market Level Chosen The SWOT analysis and perceptual map are beneficial in helping fully understand the market in which Burberry currently exists. The perceptual map shows there is a clear gap in the market which Burberry could extend into: “Loud and low tech”. Burberry is already “loud” in terms of its extensive promotional and marketing strategy, but it could
extend into is the “low tech” market. This could be seen as a step backwards as Burberry is very technology forward. However, this does not mean giving up on the brand’s “high tech” progress (Art of trench, live streaming etc.); the extension would be considered a reinvention of a more traditional form of promotion- something Burberry’s competitors would not expect from them. The extension into publishing would fit in as a “low tech” extension and it would be “loud” as Burberry has the platforms in which to promote the new idea.
The success of the Acne Paper provides further incentive for the production of a Burberry publication.
The Acne Paper
was described as ‘pointing to the future of fashion publication’ [Relaxnews, 2011. The Independent, 16th March] Each biannual edition has a key theme. The Paper is
described by Acne as a ‘coffee-table publication where the old and the new co-exist in a surprisingly harmoniously way’ Acne, 2011. [Acne Collective. [online]] emphasising that it is ‘not a magazine’ [Acne. Acne Collective. [online]] It is cross generational and is not targeted at people of a particular social or cultural background; it combines fashion, art, interviews and prose; high and popular culture.
That Acne does not advertise, Acne Paper serves as
a ‘chic statement of intent, showing a commitment to
intelligent editorial coverage…that immediately allies itself with the type of person who might aspire to buy into its tag.’ [Frankel, S., 2011. The Independent, 1 August] Burberry could aspire to adopt some of these elements of the Acne Paper.
3.6.2 Consumer Profile for Market Level Having chosen a publication as the new market level, a consumer profile, figure 4, has been created. It is based on Mintel’s reports on the UK’s publication consumption/ habits- Books and magazines: [Mintel, 2011. What type of
books do people read or listen to? [online]] and [Mintel, 2011. Magazine consumption [online]]
3.7 Survey To assess Burberry’s move into publication the general public was asked questions in the form of an online survey through Survey Monkey, see Appendix 3. This survey was posted on social networking sites such as Facebook and Twitter, and also emailed to people to get the maximum number of responses possible; the more people that answered the better the understanding of the opinions of the general public would be. Participants were told that their responses would remain confidential. Fifty two people responded, see
Appendix 4.
3.7.1 Survey Results
3.7.2 Survey Analysis This survey is useful in establishing whether a publication is a viable option, summarised in figure 16 and to create a consumer profile for the new concept, figure 17. The questions focused on magazines as it is a format which Burberry can use the Acne Paper as inspiration for. An overview of the results shows that:
Overall, Burberry moving into publication is a good
idea, figure 13. People prefer books, so the publication should look and feel like a book, possibly with a hard cover- coffee table book format.
A significant percentage of those ask buy biannual publications, figure 6. Burberry should create a biannual publication which could link with the catwalk collections; it would act as a way of informing the public of trends six months before they appear in the shops- break up the six month delay present in the fashion industry. It would be the one publication that people must have every month.
People are willing to pay more if it is an exclusive, limited edition publication, figure 9, which would work well for Burberry as a luxury brand.
The public prefer a glossy finish, figure 10, with thick card, figure 11; this would achieve a luxurious aesthetic.
A strong front cover image is key, figure 12, whereas front cover text appears not to be relevant. It must catch people’s attention.
People buy into publications based on loyalty to them,
figure 12,- Burberry has a large loyal following.
People are curious to find out about behind the scenes at Burberry- inspirations, comments and profiles,
figure 14.
Consumers would like to see a dedicated theme to each issue, figure 15, with other content outside of the Burberry brand, figure 14, such as culture, politics, philosophy etc. creating a ‘lifestyle’ publication and not purely a self-promoting, self-indulgent publication
about Burberry. This would also earn Burberry respect outside of fashion. Acne has pursued this well. 
People are not so interested in the latest news of the brand, figure 14, presuming that they gather this information through other sources.
3.7.3 Visual Summary of New Concept
3.7.4 Consumer Profile Specific to New Concept There are a number of important things to consider:
Target the publication to females as ‘book readers are notably more likely to be female than male… from ABC1 and higher-earning household income groups’ [Mintel, 2011. What type of books do people read or listen to? [online]] ABC1 also being Burberry’s target audience
And likewise ‘In general, readers of magazines overall
are somewhat more likely to be female than male, 16-34s rather than over-35s and ABC1s than C2Des.’ [Mintel, 2011. Magazine consumption [online]]
‘Readers of interest-specific and news and current affairs titles are the most loyal.’ [Mintel, 2011.
Magazine Reading Habits [online]] Burberry has a loyal consumer base and would be specifically targeting them.
There is money to be made for Burberry as ‘the [publication] market was worth £3.3 billion in 2010’ [Mintel, 2011. Book Report Homepage [online]]
‘Women not only read more magazines than men, they also tend to read them differently – enjoying a more fully immersive experience (whether whilst travelling or at home)… women are more likely to read from cover to cover.’ [Mintel, 2011. Magazine Reading Habits [online]]
‘Even better news for brands is that ABC1s and those
with £50,000+ household income tend to be more loyal than less affluent groups… attractive subscription offers would seem to offer a way to secure the longterm commitment of these readers.’ [Mintel, 2011.
Magazine Reading Habits [online]]
‘ACNE Paper, a biannual publication that has risen to cult status’ [Opening Ceremony. About: Acne Studio New
York. [online]] something the Burberry publication would aim to achieve.
3.7.5 Visual Summary of Consumer Profile for New Concept
3.8 A Look at Competitor Publications
It appears that ‘labels and retail chains are… venturing into print, cutting out independent magazine editors to get their message across’ [Relaxnews, 2011. The Independent, 16th March]
Below shows other brands that have gone into publishing and the way in which they are perceived and promoted:
‘Acne Paper’
‘A glamorous and intellectual magazine celebrating personality, authenticity and style’ [Acne Paper.
About. [online]] It acts as a tone that Acne Studios wants to be associated with.
Yves Saint Laurent
‘An annual Manifesto publication in international
cities - a clever publicity campaign which proves how much more direct brands' contact with their customers has become.’ [Relaxnews, 2011. The
Independent, 16th March]
‘Christian Louboutin: 20 Years’
‘Delving into the designer's imagination…created to celebrate the brand's 20th Anniversary – contains…stunning photography, inspiration,
biographic detail…with exclusive insight into his personal archives, this is a real collector's item and will look fabulous on your coffee table’ [Neta-porter. Christian Louboutin Book. [online]]
Matthew Williamson
‘cover[s] the designer’s work, life and achievements in a definitive volume…the book offers an overview of Matthew’s personal journey…explor[ing] the design process, the application of Matthew’s design aesthetic within interiors and revisits iconic garments from the archive.’ [Matthew Williamson, 2010. Matthew
Williamson Book. [online]]
‘Gucci: The Making Of’
‘Published in conjunction with the opening of the new Gucci Museum in Florence, Gucci is the ultimate celebration of the world-renowned fashion house’ [Amazon. Gucci- The Making Of. [online]]
Alice Temperley
‘True British’ celebrat[es]…designer Alice Temperley's decade in fashion…a must-have for any dedicated fashionista.’ [Net-a-porter. Temperley
London [online]]
Free high street editorial magazines: H&M and H&M owned COS, Topshop, The Kooples, John Lewis, Marks and Spencer, ASOS ‘whose editorials…get discussed by conventional fashion media… [and] do any traditionally editorial publication proud’ [Relaxnews, 2011. The
Independent, 16th March] to mention a few. There appears to be very little competition in the market for Burberry to create a biannual coffee table book. Most luxury brands tend to go into publishing to create a one off book, often to mark a milestone in the brand’s history. Burberry would be providing new content every six monthsbiannually. Potential promotional strategies are shown in
figure 18.
3.9 Visual Summary of Potential Promotional and Marketing Strategies
From the results of the primary and secondary research carried out for this report, a proposal for Burberry to extend has been created. This can be summarised by the following marketing mix, figure 19: PRODUCT
Biannual magazine in a
Limited number of
initially, then could
copies- exclusive and
expand globally
keeps with luxury of
Direct in store sales
brand
Envisage queues of
Hard front cover-
people who want a copy
Also acts as an
Printed on glossy thick
opportunity for people
card
to buy other Burberry
Striking front cover
items
If possible, place
Bring together all
restrictions on websites
creative areas within
such as eBay- can only
Burberry
buy from one place to
Would need to be
ensure it is genuine and
licensed out to a
that only enthusiasts
company with publishing
get a copy
expertise e.g. Rizzoli
who were responsible for the Louboutin and Williamson publication
Available in London flagship store
image
Figure 19
coffee table book format
something to keep
PLACE
Further market research once prototype created
PRICE
Greater than ten pounds-
PROMOTION
further research once
Burberry’s various
product is developed to
online platforms-
see how much it would
countdown to the launch/
cost to produce and how
win copies
much people are willing
to pay- with a good net profit
Create a buzz through
Supporting the Burberry Foundation when bought
Limited number of
Premium pricing for a
copies- act as incentive
premium publication from
to own a piece of
a luxury brand
history
Proposed that 10% of
A launch event- selected
every copy sold would go
people invited-
towards the Burberry
celebrities/ customers
Foundation
loyal to the brand
Has to have a price
Live stream/ hologram of
otherwise not a viable
Christopher Bailey about
brand extension
the launch
Not an unaffordable
Win tickets/ copies of
price- reach to a wider
the magazine via online
audience than Burberry’s
competitions
clothes do
Discrete adverts about launch in various popular fashion publications
If the publication is successful- possible extension to digital format for iPads and other hand held electronic devices
WORD COUNT: 2132
Order of appearance
[Burberry Corporate. Overview. [online]]
[Acne. History. [online]]
[London Fashion Week. LFW Sponsors. [online]]
[Burberry Corporate. History. [online]]
[BBC, 2005. Burberry versus the chav. [online]]
[Burberry. The Foundation. [online]]
[Mintel, 2010. Price deflation in clothing. [online]]
[Moore and Birtwistle, 2004: 415]
[Net-a-porter. Burberry. [online]]
[Moore and Birtwistle, 2004: 416]
[Burberry Corporate. Strategy and Mission. [online]]
[Frankel, S., 2011. The Independent, 1 August]
[Fashion United, 2009. Acne teams up with Lanvin. [online]]
[Fashion United, 2010. Acne x Candy magazine. [online]]
[Fashion United. Acne collaborates with Daniel Silver. [online]]
[Baker, R., 2011. Marketing Week, 1 September]
[Design Council. Christopher Bailey: The Art of the
Trench. [online]]
[Cartner-Morley, J., 2011. The Guardian, 7th October]
[British Fashion Council. Burberry Acoustic- SS11. [online]]
[Relaxnews, 2011. The Independent, 16th March]
[Acne. Acne Collective. [online]]
[Mintel, 2011. What type of books do people read or
listen to? [online]]
[Mintel, 2011. Magazine consumption [online]]
[Mintel, 2011. Magazine Reading Habits [online]]
[Mintel, 2011. Book Report Homepage [online]]
[Opening Ceremony. About: Acne Studio New York. [online]]
[Acne Paper. About. [online]]
[Net-a-porter. Christian Louboutin Book. [online]]
[Matthew Williamson, 2010. Matthew Williamson Book. [online]]
[Amazon. Gucci- The Making Of. [online]]
[Net-a-porter. Temperley London [online]]
Books:
Posner, H, 2011. Marketing Fashion. London: Laurence King Publishing Ltd
Journals:
Moore, C.M. and Birtwistle, G, 2004. The Burberry Business Model. International Journal of Retail &
Distribution Management. [e-journal] Vol.32/No. 8 (412422) Available through: Emerald [Accessed on: 21st
November 2011]
Newspapers/ Magazines:
Baker, R., 2011. Burberry dedicates 60% of marketing spend to digital. Marketing Week, 1 September. Available at: <http://www.marketingweek.co.uk/sectors/retail/burberry -dedicates-60-of-marketing-spend-todigital/3029739.article> [Accessed 12th November 2011]
Cartner-Morley, J., 2011. Burberry becomes the first designer label to release single. The Guardian, 7th October. Available at: <http://www.guardian.co.uk/business/2011/oct/07/burberr y-designer-label-release-single?INTCMP=SRCH> [Accessed 20th November 2011]
Frankel, S., 2011. Paper dreams: The latest issue of
Acne’s magazine. The Independent, 1 August. Available at: <http://www.independent.co.uk/lifestyle/fashion/features/paper-dreams-the-latest-issueof-acnes-magazine-2329538.html?origin=internalSearch> [Accessed 10th November 2011]
Relaxnews, 2011. Brands’ own magazines to render ‘old’ fashion media obsolete? The Independent, 16th March. Available at: <http://www.independent.co.uk/lifestyle/fashion/brands-own-magazines-to-render-oldfashion-media-obsolete2243829.html?origin=internalSearch> [Accessed 19th November 2011]
Reports:
Mintel, 2011. Books and e-books-UK-February 2011/ Book
Report Homepage [online] Available at: <http://academic.mintel.com/sinatra/oxygen_academic/sea rch_results/show&/display/id=545508> [Accessed 25th November 2011]
Mintel, 2011. Books and e-books-UK- February 2011/ What
type of books do people read or listen to? [online] Available at: <http://academic.mintel.com/sinatra/oxygen_academic/sea rch_results/show&/display/id=545508/display/id=567798#h it1> [Accessed 25th November 2011]
Mintel, 2010. Designer/Upmarket Clothing-UK-march 2010/
Broader Market Environment/ Price deflation in clothing. [online] Available at: <http://academic.mintel.com/sinatra/oxygen_academic/sea
rch_results/show&/display/id=479885/display/id=517777#h it1> [Accessed 26th November 2011]
Mintel, 2011. Magazines-UK-September 2011/ Magazine
consumption [online] Available at: <http://academic.mintel.com/sinatra/oxygen_academic/dis play/id=545509/display/id=594936> [Accessed 25th November 2011]
Mintel, 2011. Magazines-UK-September 2011/ Magazine
Reading Habits [online] Available at: <http://academic.mintel.com/sinatra/oxygen_academic/sea rch_results/show&/display/id=545509/display/id=594938#h it1> [Accessed 25th November 2011]
Websites:
Acne, 2011. Acne Collective. [online] Available at: <http://shop.acnestudios.com/about/acne-collective?r=1> [Accessed 16th November 2011]
Acne, 2011. History. [online] Available at: <http://shop.acnestudios.com/about/history> [Accessed 10th November 2011]
Acne Paper, 2011. About. [online] Available at: <http://www.acnepaper.com/#!/about/> [Accessed 15th November 2011]
Amazon, 2011. Gucci- The Making Of. [online] Available at: <http://www.amazon.co.uk/Gucci-Making-FridaGiannini/dp/0847836797/ref=sr_1_1?ie=UTF8&qid=132302965 2&sr=8-1> [Accessed 18th November 2011]
BBC, 2005. Burberry versus the chav. [online] (Updated 28th October 2005) Available at: <http://news.bbc.co.uk/1/hi/business/4381140.stm> [Accessed 20th November 2011]
British Fashion Council, 2011. Burberry Acoustic- SS11. [online] Available at: <http://www.britishfashioncouncil.com/content.aspx?Cate goryID=1805&ArticleID=1675> [Accessed 15th November 2011]
Burberry, 2011. The Foundation. [online] Available at:
<http://uk.burberry.com/store/foundation/thefoundation/> [Accessed 13th November 2011]
Burberry Corporate, 2011. History. [online] Available at: <http://www.burberryplc.com/bbry/corporateprofile/histo ry/> [Accessed 11th November 2011]
Burberry Corporate, 2011. Overview. [online] Available at: <http://www.burberryplc.com/bbry/corporateprofile/overv iew/> [Accessed 10th November 2011]
Burberry Corporate, 2011. Strategy and Mission. [online] Available at: <http://www.burberryplc.com/bbry/corporateprofile/strmi s/> [Accessed 14th November 2011]
Design Council, 2011. Christopher Bailey: The Art of
the Trench. [online] Available at: <http://www.designcouncil.org.uk/about-design/Types-ofdesign/Fashion-and-textile-design/Burberry/> [Accessed 15th November 2011]
Fashion United, 2011. Acne collaborates with Daniel
Silver. [online] (Updated on 17th October 2011) Available at: <http://www.fashionunited.co.uk/fashionnews/video/acne-collaborates-with-daniel-silver2011101713146> [Accessed on 22nd November 2011]
Fashion United, 2009. Acne teams up with Lanvin. [online] (Updated 9th April 2009) Available at: <http://www.fashionunited.co.uk/news/columns/acneteams-up-with-lanvin-200904097055> [Accessed 22nd November 2011]
Fashion United, 2010. Acne x Candy magazine. [online] (Updated 6th September 2010) Available at:
<http://www.fashionunited.co.uk/fashionnews/fashion/acne-x-candy-magazine-201009069445> [Accessed 22nd November 2011]
London Fashion Week, 2011. LFW Sponsors. [online] (Updated 15th September 2011) Available at: <http://www.londonfashionweek.co.uk/news_detail.aspx?id =359> [Accessed 12th November 2011]
Matthew Williamson, 2010. Matthew Williamson Book. [online] (Updated 24th September 2010) Available at: <http://www.matthewwilliamson.com/home/promotion2/2010/ 09/matthew-williamson-book> [Accessed 18th November 2011]
Net-a-porter, 2011. Burberry. [online] Available at: <http://www.net-aporter.com/Shop/Designers/All/Burberry?cm_mmc=Google-_High_Vis_Burberry-_-Burberry_Brand-_Burberry_Brand&bbcid=2625> [Accessed 19th November
2011]
Net-a-porter, 2011. Christian Louboutin Book. [online] Available at: <http://www.net-aporter.com/product/189016> [Accessed 18th November 2011]
Net-a-porter, 2011. Temperley London [online] Available at: <http://www.net-a-porter.com/product/189019> [Accessed 20th November 2011]
Opening Ceremony, 2011. About: Acne Studio New York. [online] Available at: <http://www.openingceremony.us/entry.asp?pid=1450> [Accessed 12th November 2011]
Other books:
Jones, T. 2008. Fashion Now 2. Koln: Taschen
Buttolph, A., et al., 2008. The Fashion Book: Midi
Format. New York: Phaidon Press Ltd
O’Hara Callan, G., ed. by Glover, C, 2008. The Thames &
Hudson Dictionary of Fashion and Fashion Designers. London: Thames and Hudson Inc
Other websites:
Acne, 2011. Acne Collective. [online] Available at: <http://shop.acnestudios.com/about/acne-collective?r=1> [Accessed 12th November 2011]
Bianchi, 2011. Corporate. [online] Available at: <http://www.bianchi.com/uk/Bianchi/Corporate_Bianchi.as px> [Accessed 22nd November 2011]
Burberry Corporate, 2011. Burberry Foundation. [online] Available at: <http://www.burberryplc.com/bbry/corpres/burfound/> [Accessed 13th November 2011]
Burberry Corporate, 2011. Markets and Risks. [online] Available at: <http://www.burberryplc.com/bbry/corporateprofile/markr is/> [Accessed 20th November 2011]
Fashion United, 2011. Acne opens for business in
London. [online] (Updated 16th July 2010) Available at: <http://www.fashionunited.co.uk/fashionnews/fashion/acne-opens-for-business-in-london201007169018> [Accessed 21st November 2011]
London Fashion Week, 2011. Show Schedule Spring/Summer
2011. [online] Available at: <http://www.londonfashionweek.co.uk/catwalkschedule_SS1 2.aspx> [Accessed 12th November 2011]
London Fashion Week, 2011. Burberry Prorsum. [online] Available at: <http://www.londonfashionweek.co.uk/designer_profile.as px?DesignerID=1245> [Accessed 15th November 2011]
London Fashion Week, 2011. Acne. [online] Available at: <http://www.londonfashionweek.co.uk/designer_profile.as px?DesignerID=1562> [Accessed 15th November 2011]
Appendix 1: [Posner 2011: 13]
Appendix 2: [Moore and Birtwistle, 2004: 417]
Appendix 3: Survey Monkey, 2011. Burberry brand extension. [online] Created 10th November 2011. Available at: <http://www.surveymonkey.com/s/BBPZ6R8>
Appendix 4: 52 people responded- not a lot for statistical significance but the only numbers available. Limitations included: time available- need longer time period for more responses; needed wider distribution networks- to create a better overall understanding of the opinions of the public.