Business
· Products created in keeping with brand attributes
to appeal to luxury consumers:
– primary categories include women’s and men’s apparel
and accessories and Beauty.
· Brand engagement driven by innovative use of digital,
social and traditional media to connect audiences
globally with the brand:
– with emphasis on the millennial consumer.
· Owned distribution network consisting of:
– offline: 497 directly operated stores and concessions
operating in 32 countries;
– online: burberry.com digital platform active in
11 languages; and
– ongoing initiatives to integrate online and offline to
create a seamless and consistent brand experience,
however and wherever the consumer chooses to
engage with the Burberry brand.
· Third-party distribution network includes 70 franchise
stores in an additional 28 countries and approximately
1,400 wholesale department and specialty store doors
in over 80 countries.
· Consumer touch-points aligned with the goal
of communicating pure brand message.
· Functional infrastructure to support execution
from conception to consumer.
the business had established itself by focusing on the development of outdoors attire.
This name is still visible on many older Burberry products. In 1891 Burberry opened a shop in the Haymarket, London.[5]