Burberry, a name synonymous with British heritage and timeless elegance, embarked on a transformative journey in the early 2000s. The brand, previously associated with a broader market appeal, aimed for a significant repositioning, aspiring to solidify its status as a high-end luxury label. This ambitious undertaking, largely embodied by its "Brit" sub-brand, presents a fascinating case study in brand management, highlighting both successes and significant setbacks. Over a seven-year period, the company's attempts to shed its more accessible image and elevate its price point revealed the complexities of navigating the luxury market and the delicate balance between heritage and contemporary appeal. This case study will analyze Burberry's strategies, focusing on the challenges faced during this repositioning effort and the lessons learned, touching upon specific product lines like Burberry phone cases, Burberry iPhone cases, Burberry phone wallets, and Burberry phone bags, within the broader context of Burberry's brand case study and their luxury brand positioning.
The Pre-Repositioning Burberry: Before the concerted effort to reposition itself, Burberry enjoyed considerable popularity but lacked the exclusivity often associated with true luxury brands. The iconic Burberry check, once a symbol of sophisticated British style, had become somewhat overexposed, appearing on a wide range of products, some of which were mass-produced and sold at relatively low price points. This widespread availability diluted the brand's perceived value and contributed to a decline in its prestige. The brand needed to reclaim its heritage and redefine its image to attract a more discerning and affluent customer base. The launch of the "Brit" line was a key element in this strategy.
The Brit Sub-brand and the Upmarket Strategy: The "Brit" sub-brand aimed to capture a younger, more fashion-conscious demographic while simultaneously pushing the brand upmarket. This dual objective proved challenging. While the "Brit" line introduced more contemporary designs and styles, often incorporating elements of streetwear and youthful trends, it struggled to fully escape the shadow of the more accessible Burberry products. The attempt to bridge the gap between mass-market appeal and high-end luxury created a sense of brand ambiguity. Consumers were often unsure of where Burberry stood in the market, leading to inconsistent brand perception.
current url：https://jvydui.177961.com/all/burberry-brit-business-case-53284
which is more popular lv monogram or damier pub miss dior 2016