Attended the activity, BURBERRY’s chief creative officer Christopher Bailey, BURBERRY world live activity – a 360 – degree deeply experience will enable, for the first time in Taipei in 2011, Beijing multi-sensory experience for the first time after the test will be the reality and network experience seamless combination of the brand. Burberry’s business model consists of products, production and sourcing, distribution channels and promotion of these four interrelated elements.
Burberry will clear product positioning for the life style, the product range stretches from men, women and children’s clothing to accessories, such as scarves, shawls, tie and consistence of accessories including handbags, small products, shoes, suitcases, umbrellas, glasses, table.
Burberry divides product categories into seasonal and sustainable goods. Durable goods, such as classic coats, can have a longer sales cycle; Seasonal commodities mainly reflect the trend of the season.
Burberry has positioned its products as high-end products, which are luxury goods. Burberry has limited the number of products replica burberry scarf it produces to meet the unique needs of its extremely wealthy consumers.
(2) production and supply of goods
Burberry’s first purchase was based on sales projections to ensure that the product was supplied, and subsequent purchases were made based on actual sales. The internal production equipment was built in England, wales and New Jersey.
Burberry’s main storage and logistics management activities are managed internally. The wholesale setting is in Northumberland and the UK, and three other states in the us, New Jersey, Hong Kong and Barcelona. In order to reduce logistics costs and shorten transmission time, the company directly controls the transportation of goods in the United States and Asian warehouses. All Burberry’s operation is to use external logistics management companies to distribute and deliver goods.
(iii) sales methods
1. Retail method
The Burberry retail chain includes four different forms, flagship stores, general retail stores, department store counters and discount stores.
(1) the flagship store is located in Barcelona, Tokyo, New York and London. The flagship stores, at least 10,000 square feet, are dominated by products from Burberry Prorsum and Burberry London.
(2) general retail stores. More than 30 cities in Europe, the United States and Asia are usually located in the capital city, and in affluent locations. In addition to providing some basic styles, these stores also offer products suitable for local customs and climate change. For example, there are many raincoats in the Burberry stores in New York and Chicago, and lighter products in Beverly hills stores.
(3) department store counter. For example, in Korea, Japan and Spain, these counters can avoid the cost and risk of running a direct store and mainly run Burberry London/Thomas Burberry products.
(4) discount store. Burberry also has outlets in the UK, the us and Spain, selling retail and wholesale storage at discounted prices. They also sell burberry scarf replica tiny defective products.
2. The wholesale
In 2002, Burberry’s wholesalers exceeded 3,100. Seventeen percent in the United States, 40 percent in Spain and Portugal, 37 percent in Europe and the rest in places like Asia. Wholesale objects include well-known department stores, specialty fashion retailers and duty-free retailers. To serve them, Burberry has showroom in London, New York, milan, Barcelona and Hong Kong. The form of the store is already in the department store.
Burberry clearly understands the importance of marketing campaigns. To keep the brand unique, all Burberry sales are managed from London. Any local marketing campaign must be determined by the London sales team. The Burberry sales communications act has three key points: advertising, fashion shows and news coverage.
1. The advertising
Twice a year, most of these ads come from the company’s culture and history. Because the focus is on key products and brands, advertising is different from other products. Both Mitsui and Sanyo are using advertising campaigns from the London sales team in Japan’s advertising market. All advertising campaigns in Japan are subject to approval from the market development department of the headquarters.
2. The fashion show
For Burberry, fashion shows are an important factor in their marketing plans, as fashion shows can build and strengthen the credibility and popularity of brands. The Burberry order for men and women is held twice a year in milan. The Burberry London fashion show is held in London fashion week.