EXECUTIVE SUMMARY

This business plan is commissioned for Burberry’s collaboration with Cai Guo-Qiang. This plan aims to create a younger identity and attract new customers for the brand by establishing a firm position in the field of fine and fashion jewellery. The benefit of collaboration and the suitability of the artist would be analysed to evaluate the final results for Burberry. Secondary information contacted from library, web and database archive would be interpreted to explore the current retailer situation. The report would also analysis the business performance of its competitors through store visiting and literature reviews. Besides, a survey would be taken to explore consumers’ shopping behaviour and attitudes toward fashion collaborations.

Apart from that, a new collection of fashion and fine jewels would be designed, coming along with a new marketing plan and visual merchandising ideas. The products and promotional activities would be developed to suit Burberry’s identity and future trends.

To conclusion, this report shows the Burberry’s business plan to collaborate with Chinese contemporary artist Cai GuoQiang and therefore enhance the brand image and consumption.