QUESTION 4: Should Burberry’s be focused on new brick-and-mortar stores, as new

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QUESTION 4: Should Burberry’s be focused on new brick-and-mortar stores, as new CEO Christopher Bailey did with the opening of Burberry’s largest store, 121 Regent Street in London, or should they focus on more online sales worldwide? Are high-end products (clothing such as Burberry’s) better sold in stores or online, or both?

lerm R&D; strategy is to locate l countries that are widely known to be competitive. Your company seeks to develop R&D; l all Indication of ps over time between a company facilities in Asia to counter recent competitot responses A publication that evaluates economies based on their competitiveness is the Global Competitiveness Report. Locate this report, and develop management team that presents the benefits drawbacks for the top five Asian economies li CIU and its customers. Locate and retrieve the m ranking of best global brands. Identify the criteria used. Which countries appear to dominate the top 100 global brands list? Why do you think this is the case? Now look at which sectors appear to dominate the list, and try to identify the reasons. Prepare a short report identifying the countries that possess global brands and the potential reasons for success. ost current a presen tation for the top listed. closing case Burberry's Reinventing Its Global Marketing Burberry, the icon British luxury apparel retailer founded in 1856 by Thomas Avenue. Bravo sailv immense hiden value in the Burberry and famed for its trench coats and plaid-patterned accessories, has her first moves was to hire world-class designers to rene been on a roll in recent years. In the late 1990s, one critic described Burbery The company also shifted its orientation toward a younges hipper ent as "an outdated business with a fashion cache of almost zero. But by 2016. graphic, perhaps best exemplified by the ads featuring supermodel le Burberry was widely recognized as one of the world's premier luxury brands Moss that helped to reposition the brand. By the time Brauo reted with a strong presence in many of the world's richest cities, some 500 retail 2006, she had transformed Burberry into what one commentatr caled s stores, about 10,800 employees, and revenues in excess of $3.6 billion Burterybreng. One f reenergize the brand achingly hip." high-end fashion brand whose raincoets Two successive American CEOs were behind Burberry's transformation. bags, and other accessories were The first, Rose Marie Bravo, joined the company in 1997 from Saks Fifth heeled, fashion-conscious consumers worldwide must-have items for younges . Chapter Sixteen Global Marketing and R&D;

Explanation / Answer

Answer:- If we analyse, then it is quite evident that it is the right time when Burberry should focus on different markets. Due to increased population belonging to the middle class in almost every economy has attracted the luxury buying. There has been a significant shift in the fashion industry at present and there has been a change in the demographics of fashion wear. The number of young people who have transitioned into a customer base which is attracted to luxury wearing has increased globally. Most of the customers are now image conscious. Most of the people are now getting attracted towards decent looks, casual and smart looks as it results in increased self-esteem and confidence. Thus there is a requirement for Burberry to reconsider its product line so that it can fulfil the changing demand of the customers and should focus more on 25 wealthiest cities in the world. There is a huge opportunity for Burberry to expand its market in other regions. The demand for fashionable and luxury wears can be fulfilled by the company with the help of effective marketing strategy and promotional tools. Now is the time when the company can take the risk in order to reap the greater returns on investments.

Answer:- In my opinion, the company should focus on a proper combination of new brick-and-mortar stores and online sales worldwide. By having the physical stores, the company will be able to cater the local demands only. But the customers where these stores are not present will remain untapped. In order to capture that market online marketing is the solution.

If we look closely, most of the luxury products are bought and sold through physical stores and still, a lot has to be done to expand this market online.

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