Current Markteing Mix PRODUCT Burberry was born of innovation as the founder invented Gabardine, which is the waterproof material that makes the iconic trench coats (Trotter, 2018). The product segments of the brand includes ready-to-wear for women, men and children, beauty, and accessories. Beauty and accessories allow more customers to enter the brand and also have a longer product life cycle than seasonal garments. The trench coat is the core product for the brand as it represents Burberry’s history and heritage. Even though trench coats are the brand’s signature items and are favoured by many customers, the younger generation, which is the brand’s new target customer, are expecting more trendy and fashionable products to wear. Therefore, the brand had offered a variety of new designs by adding some unique or seasonal elements on the trench coat (Burberry plc, 2018).
According to Burberry’s official website (2018), in order to deliver sustainable long-term brand value, the brand has been aiming to re-energise its products and create better customer experience since November 2017. To achieve the target, the brand will continuously offer newness and innovation on its traditional designs to attract the attention of fashion-forward influencers and new customers
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(Burberry plc, 2018).
