Presentation
BURBERRY
- Module
- Fashion Marketing
- Institution
- Istituto Marangoni
Presentation of 13 pages for the course Fashion Marketing at Istituto Marangoni
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Case study:BURBERRY
, 1. Describe Rose Marie Bravo’s
approach when she arrives in Burberry
• 1997: Rose Marie Bravo arrives at Burberry
• Main goal: renovate and reposition the brand
• More modern and up to date image
• Repositioning: from an old and dusty brand into a
luxury lifestyle brand
• No compromise on core brand values
• Brought a wind of freshness, by hiring a new team of
managers; focus on consumer market trends
• Analysis of luxury market
• Change in the name: from Burberry’s to Burberry
• New logo and packaging design
All of these changes reflected a new and more
modern attitude, which succeeded in attracting a
younger audience
, 2. What were the core values of
Burberry at that time?
• British heritage
• Timeless style - neither too classic nor too
fashion forward
• High quality
• Functional clothes
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