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Burberry
Burberry
Group PLC is a British luxury fashion house headquartered in London, England. Its main fashion house focuses on and distributes trench coats (for which it is most famous), ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Established in 1856 by Thomas Burberry, originally focusing on the development of outdoor attire, the fashion house has moved into the high fashion market, developing a first of its kind fabric called Gabardine, which is completely breathable and waterproof, and exclusively made for the brand. Their pattern-based scarves, trench coats, and other fashion accessories are unique. The first shop opened in the Haymarket, London, in 1891. Burberry
Burberry
was an independent family-controlled company until 1955, when it was reincorporated. In 2005 it completed its demerger from GUS plc, the company’s former majority shareholder.[3] Its distinctive check pattern has become one of its most widely copied trademarks. Burberry
Burberry
has branded stores and franchises around the world and sells through concessions in third-party stores. Its coats were worn in the trenches during the First World War by British soldiers, and for decades thereafter Burberry
Burberry
became so much a part of British culture that Queen Elizabeth II
Queen Elizabeth II
and the Prince of Wales have granted the company Royal Warrants. Christopher Bailey has been the Chief Creative Officer since 2014, as well as CEO from 2014-November 2017. Bailey will step down as Chief Creative Officer in March 2018 and will leave the brand completely by the end of 2018.[4] The company is listed on the London
London
Stock Exchange and is a constituent of the FTSE 100 Index. In 2015, Burberry
Burberry
ranked 73rd in Interbrand's Best Global Brands report, ahead of Ralph Lauren and Hugo Boss.[5][6] Burberry
Burberry
has more than 500 stores in over 50 countries.[7] More than over 100 years passed before Burberry
Burberry
trench coats began to be made in more than two colours: khaki (dust-coloured) and black. From 2015, trench coats for men as well as women have been available worldwide in new colours: red, white, and honey.

Contents

1 History

1.1 Early years, 19th century 1.2 20th century

1.2.1 Influences and rise to prominence

1.3 21st century

2 Stores 3 Products 4 Selected gallery 5 Burberry
Burberry
Digital Marketing Strategy

5.1 Marketing Campaign 5.2 Social Media Marketing

6 References 7 External links

History[edit] Early years, 19th century[edit] Burberry
Burberry
was founded in 1856 when 21-year-old Thomas Burberry, a former draper's apprentice, opened his own store in Basingstoke, Hampshire, England.[8] By 1870, the business had established itself by focusing on the development of outdoors attire.[8] In 1879, Burberry introduced in his brand the gabardine, a hardwearing, water-resistant yet breathable fabric, in which the yarn is waterproofed before weaving.[9] "Burberry" was the original name until it became "Burberrys", due to many customers from around the world began calling it "Burberrys of London". In 1999, the name was reverted to the original, "Burberry". However, the name "Burberrys of London" is still visible on many older Burberry
Burberry
products. In 1891, Burberry
Burberry
opened a shop in the Haymarket, London.[8] Before being termed as trench, it was known as the Tielocken worn by the British officers and featured a belt with no buttons, was double breasted, and protected the body from neck to knees. 20th century[edit]

Former Burberry
Burberry
headquarters on the Haymarket, built 1913

In 1901, the Burberry
Burberry
Equestrian Knight Logo was developed containing the Latin word "Prorsum", meaning forwards, and later registered it as a trademark in 1909.[8] In 1911 the company became the outfitters for Roald Amundsen,[8] the first man to reach the South Pole, and Ernest Shackleton, who led a 1914 expedition to cross Antarctica. A Burberry gabardine jacket was worn by George Mallory
George Mallory
on his attempt on Mount Everest in 1924.[10] Adapted to meet the needs of military personnel, the "trench coat"[8] was born during the First World War due to its being worn by British officers in the trenches. After the war, it became popular with civilians. The iconic Burberry
Burberry
check has been in use since at least the 1920s, primarily as a lining in its trench coats.[8] Burberry
Burberry
also specially designed aviation garments. In 1937, A.E. Clouston
A.E. Clouston
and Betty Kirby-Green broke the world record for the fastest return flight from London
London
to Cape Town in The Burberry
Burberry
airplane that was sponsored by the brand.[11] Burberry
Burberry
was an independent family-controlled company until 1955, when Great Universal Stores (GUS) assumed ownership.[12] Influences and rise to prominence[edit] Stars of the modern world began wearing the Burberrys brand. During the 1970s and 1980s, Burberry
Burberry
signed agreements with worldwide manufacturers to produce complementary products to the existing British collection such as suits, trousers, shirts, sportswear, accessories, for men, ladies, and children. These products, designed under the strict control of headquarters in London, were produced and distributed through independent retail stores worldwide as well as the Burberry
Burberry
stores, and contributed to the growth of the brand in sales and profits through to the late 90s, although the full extent of sales was not apparent in the parent company accounts since much was done through licensed agreements. The company had signed Lord Litchfield as photographer, Lord (Leonard) Wolfson was Chairman and Stanley Peacock OBE Managing Director. In 1998, Burberrys changed their marketing name to Burberry
Burberry
following the retirement of the aforementioned. 21st century[edit]

Burberry
Burberry
Chicago
Chicago
flagship store on the Magnificent Mile, built in 2012.

In May 2001, Christopher Bailey joined Burberry
Burberry
as creative director.[13][14] However, between 2001 and 2005, Burberry
Burberry
became associated with "chav" and football hooligan culture. This change in the brand reputation was attributed to lower priced products, the proliferation of counterfeit goods adopting Burberry's trademark check pattern, and adoption by celebrities prominently identified with "chav" culture. The association with football hooliganism led to the wearing of Burberry check garments being banned at some venues.[15][16] GUS divested its remaining interest in Burberry
Burberry
in December 2005.[17][18] Burberry Group plc was initially floated on the London Stock Exchange
London Stock Exchange
in July 2002. In 2005, Sanyo-shokai was the Burberry
Burberry
ready-to-wear licence holder in Japan
Japan
with retail value of €435 million.[19] In 2006, Rose Marie Bravo, who as Chief Executive had led Burberry
Burberry
to mass market success through licensing, decided to retire.[20] She was replaced by another American, Angela Ahrendts,[21] who joined from Liz Claiborne in January 2006, and took up the position of CEO on 1 July 2006. Ahrendts and Bailey successfully turned around the then Chav-like reputation that the brand had acquired at the end of Bravo's tenure, by removing the brand's check-pattern from all but 10% of the company's products and buying out the Spanish franchise that was worth 20% of group revenues.[13][22][23] Burberry
Burberry
first began selling online in the US, followed by the UK in October 2006, and the rest of the EU in 2007.[24] Bailey became Chief Creative Officer in November 2009, whilst it was reported that during 2012 Ahrendts was the highest paid CEO in the UK, making £16.9m,[25] the first time an English woman has held that title.[26]

A Burberry
Burberry
store in Tsim Sha Tsui, Hong Kong

In October 2013, it was announced that Ahrendts would take up the position of Senior Vice President of retail and online at Apple, Inc. from April 2014, and be replaced as CEO by Bailey.[27] During her tenure, sales increased to over £2 billion, and shares gained more than threefold to £7 billion.[28] Although Burberry
Burberry
promotes its British connection, according to The Guardian, a British national daily newspaper, as of July 2012, Burberry
Burberry
maintains two production facilities in Great Britain, one in Castleford
Castleford
producing raincoats, and one in Keighley.[29] In spring 2014, fashion designer Christopher Bailey became CEO of Burberry
Burberry
and retained the role as chief creative officer.[27] His basic salary was £1.1m, with total compensation of up to £10m a year depending on sales targets being met.[30] In July 2016, it was announced that Céline boss Marco Gobbetti would become CEO of the FTSE 100 Company, while Christopher Bailey became the Creative Director and President.[31] In 2016, the label launched its "Mr Burberry" fragrance.[32] In 2016, Burberry
Burberry
had an increase in reported profits, with 77 percent of sales coming from Burberry's stores. The increase was in part attributed to strong sales in Asia. In early May 2017, the store announced it was moving 300 employees from London
London
to Leeds. In July 2017, Gobbetti replaced Bailey as CEO.[32] In March 2018, Burberry
Burberry
named Riccardo Tisci as the brand's chief creative officer effective March 12.[33] Stores[edit] The number of Burberry
Burberry
stores on 1 May 2016:

Africa

 South Africa: 4  Egypt: 3

The Americas

 United States: 63  Canada: 12  Brazil: 8  Mexico: 5  Colombia: 2  Panama: 2  Aruba: 1  Barbados: 1  Chile: 1

Asia

 South Korea: 62  China: 54  Japan: 39  Hong Kong: 15  Taiwan: 15  United Arab Emirates: 13  Turkey: 9  India: 7  Saudi Arabia: 6  Kuwait: 4  Azerbaijan: 3  Malaysia: 3  Philippines: 3  Qatar: 3  Singapore: 3  Vietnam: 3  Indonesia: 2  Lebanon: 2  Macau: 2  Mongolia: 2  Thailand: 2  Bahrain: 2  Armenia: 1  Georgia: 1  Jordan: 1  Kazakhstan: 1

Europe

 United Kingdom: 23  France: 22  Italy: 17  Spain: 17  Germany: 11  Portugal: 7  Russia: 5  Netherlands: 4  Poland: 4   Switzerland: 3  Belgium: 2  Czech Republic: 2  Denmark: 2  Sweden: 2  Austria: 1  Croatia: 1  Estonia: 1  Finland: 1  Hungary: 1  Ireland: 1  Latvia: 1  Lithuania: 1  Norway: 1  Romania: 1  Ukraine: 1

Oceania

 Australia: 5

Products[edit] The company's main fashion house focuses on and distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics.[34] Selected gallery[edit]

Burberry
Burberry
Brogue

Burberry
Burberry
London
London
Store on Bond Street

Burberry
Burberry
scarf with check pattern

The Burberry
Burberry
check

A Burberry
Burberry
store in Recife, Brazil

Burberry
Burberry
Digital Marketing Strategy[edit] Over the last decade, Burberry
Burberry
was struggling with its performance. In 2006, CEO Adriana Ahrendts decided to reinvent the brand. She announced the Burberry
Burberry
would aim to be the first fully luxury digital company and built a social enterprise. Marketing Campaign[edit] In 2009, Burberry
Burberry
launched a campaign on social media platforms ( Facebook, Instagram, Twitter)– The Art of Trench. Users were encouraged to upload the photos of themselves in Burberry’s trench coat. Participants were given ‘15 minutes of fame’as models on the website and allow other customers to admire them. This campaign made participants feel a sense of ownership and engagement with the brand. The campaign received significant coverage on online social media platforms. Burberry’s Facebook
Facebook
fans increased more than one million. The site achieved 7.5 million views from over 150 countries in the first year. According to metrics, qualities, quantitative, this campaign was successful. The success of Art of Trench made Burberry focus on the digital strategy. In 2013, Burberry
Burberry
had moved 60% of its marketing budget to digital. [35]

In 2014, Burberry
Burberry
and Google
Google
launched a new campaign—Kisses. This campaign allowed users to send their ‘kisses’ to anywhere in the world via phone or laptop camera. By creating a personalized experience for everyone who engaged in this activity. Audiences do not think of it as a traditional advertisement. During the campaign, there were 253,000 search results for “ Burberry
Burberry
Kisses” on Google.com. Kisses were sent from 13,000 cities, and a total of 109 million miles were traveled within ten days.[36] Social Media Marketing[edit] Social media
Social media
marketing is a crucial marketing element to help marketers achieve market growth. Social media
Social media
platform is an effective method to increase brand awareness because business will be engaged with a board range of audiences. It will also help marketers to reach audiences outside of the loyal customer circle by achieving more inbound traffic. Social media
Social media
followers are not loyal customers but an aspirational fan base. Social media
Social media
acts as an amplifier to deliver the brand message, highlight the exciting senses at the background and the story a brand wants to communicate to audiences.[37] Over the years their social channels have become the core component of this digital strategy, with Facebook, Twitter, and Instagram
Instagram
forming their main points of focus. Facebook
Facebook
Insights can allow marketers to see the performance of each post. Total likes on your Page, the total number of users they have reached, the total number of users who engaged with Burberry’s Page. [38] Facebook
Facebook
is Burberry’s most popular account, with over 17 million likes and 15.6 million followers. [39] Burberry
Burberry
posts every 2-3 days. The content of Facebook is the highlights of its key features. Burberry
Burberry
posts images and videos to promote new product lines. Each post enjoys thousand likes and views. The specific functions are utilized by Burberry. New lines are launched with Facebook’s album’s worth of image. Live streams are available for London
London
fashion week runway. Instagram: Burberry
Burberry
has 10.5 million followers with more than 10k likes for each post. [40]The content includes videos, mix images. The post is updated every day. Instagram
Instagram
Story enable Burberry
Burberry
to post some latest and trendy videos, photos with the hashtag. Twitter: Burberry
Burberry
is active on twitter as well. It has 8.09 million twitter followers. [41] Youtube: Burberry
Burberry
also has YouTube channel where marketing campaigns, video adverts, behind the scene films, catwalk shows are published on the site. It has 3000,000 subscribers. [42]

References[edit]

^ a b c "Annual Report 2016" (PDF). Burberry. Archived from the original (PDF) on 23 November 2016. Retrieved 2 April 2017.  ^ "BURBERRY GRP share interactive chart (BRBY) - London
London
Stock Exchange". www.londonstockexchange.com.  ^ " Burberry
Burberry
plc - history".  ^ Fletcher, Nick (2017-10-31). "Christopher Bailey to cut all ties with Burberry". The Guardian. ISSN 0261-3077. Retrieved 2017-11-26.  ^ "2014 Best Global Brands". Interbrand. Retrieved 15 March 2015.  ^ Interbrand. "Rankings - 2015 - Best Global Brands - Best Brands - Interbrand". interbrand.com. Retrieved 2016-03-04.  ^ Burberry
Burberry
Store Fashion. "Store locator". burberry.com. Retrieved 15 March 2015.  ^ a b c d e f g " Burberry
Burberry
History". Burberryplc.com. Archived from the original on 22 June 2015. Retrieved 4 January 2011.  ^ Chastain, Sue (4 December 1985). "Trenchant coat cuffs may fray and buttons may pop but a true believer won't abandon his Burberry". Chicago
Chicago
Tribune. p. 40. Retrieved 15 March 2015.  ^ "Mallory and Irvine: Should we solve Everest's mystery?". BBC. 3 October 2011. Retrieved 9 March 2014.  ^ "The Burberry
Burberry
Comet (G-ACSS) Racer Project". Key Publishing Ltd. 20 November 2009. Retrieved 18 May 2013.  ^ "Timeline: Burberry". 2 November 2010. Retrieved 9 March 2014.  ^ a b McDowell, Colin (6 September 2009). "Christopher Bailey: Burberry's golden boy". The Times. Retrieved 7 December 2009.  ^ Jones, Dolly (11 November 2009). "All Hail Bailey". Vogue. Retrieved 7 December 2009.  ^ Bothwell, Claire (28 October 2005). " Burberry
Burberry
versus The Chavs". BBC. Retrieved 16 November 2015.  ^ Ostler, Catherine (5 November 2014). "As Romeo Beckham stars in their new ad, how Burberry
Burberry
went from chic to chav to chic again". Daily Mail. Retrieved 16 November 2015.  ^ Finch, Julia (18 November 2005). "GUS shareholders to receive Burberry
Burberry
cheque". London: Guardian News and Media. Retrieved 4 January 2011.  ^ Fletcher, Richard (18 January 2011). "How Burberry
Burberry
was kept in check at GUS". The Telegraph. Retrieved 12 May 2015.  ^ Chevalier, Michel (2012). Luxury Brand Management. Singapore: John Wiley & Sons. ISBN 978-1-118-17176-9.  ^ "Bravo move to quit puts Burberry
Burberry
shares out of fashion". The Telegraph. 7 October 2005. Retrieved 15 March 2015.  ^ "World Business Forum 2011 : Home". hsmglobal.com. Archived from the original on 21 May 2015. Retrieved 15 March 2015.  ^ Hass, Nancy (9 September 2010). "Earning Her Stripes". The Wall Street Journal. Retrieved 9 March 2014.  ^ The Burberry
Burberry
Story Styl.sh. Retrieved 31 January 2014 ^ "Shop on line". Uk.burberry.com. 5 December 2010. Retrieved 4 January 2011.  ^ Petroff, Alanna (11 June 2013). "Top paid CEO in U.K. is an American woman". CNN Money. Retrieved 11 June 2013.  ^ Barrow, Becky (10 June 2013). "The 17 million FTST Queen - Burberry boss tops chief executive earning list". London: www.dailymail.co.uk. Retrieved 2013-06-11.  ^ a b Marfil, Lorelei (8 April 2014). " Angela Ahrendts Named Honorary DBE". WWD. Retrieved 8 April 2014.  ^ Andrew Roberts (15 October 2013). " Burberry
Burberry
Designer Bailey to Become CEO as Ahrendts Goes to Apple". Bloomberg. Retrieved 15 October 2013.  ^ Carole Cadwalladr. "The hypocrisy of Burberry's 'Made in Britain' appeal". the Guardian. Retrieved 15 March 2015.  ^ " Burberry
Burberry
shareholders vote against remuneration report". BBC News. 11 July 2014. Retrieved 12 July 2014.  ^ Paton, Elizabeth. " Burberry
Burberry
C.E.O. to Step Down, Ending Dual-Role Experiment at Helm". NYTimes.com. New York Times. Retrieved 11 July 2016.  ^ a b Vandevelde, Mark (May 18, 2017). " Burberry
Burberry
sales rise as Bailey bows out as chief executive". Financial Times. United Kingdom. Retrieved May 18, 2017.  ^ Newbold, Alice. " Burberry
Burberry
Announces Riccardo Tisci As Chief Creative Officer". Retrieved 2018-03-08.  ^ Fragrance
Fragrance
and Beauty to be Directly Operated Archived 6 January 2014 at the Wayback Machine. Retrieved 6 January 2014 ^ "Digital marketing case study - Social media
Social media
case study: Burberry encourages customer participation with 'Art of Trench' - Digital Training Academy". www.digitaltrainingacademy.com. Retrieved 2018-03-15.  ^ "Digital marketing case study - Case study: Burberry
Burberry
teams with Google
Google
to offer social media 'kisses' - Digital Training Academy". www.digitaltrainingacademy.com. Retrieved 2018-03-15.  ^ Jin, Seeing-A (2012). "The potential of social media for luxury brand management". Marketing Intelligence & Planning. Vol. 30: pp.687–699 – via emerald insight. CS1 maint: Extra text (link) ^ " Facebook
Facebook
Page Insights". Facebook
Facebook
for Business. Retrieved 2018-03-15.  ^ "Facebook: leading luxury brand followers 2017 Statistic". Statista. Retrieved 2018-03-15.  ^ " Instagram
Instagram
luxury brands followers 2017 Statistic". Statista. Retrieved 2018-03-15.  ^ "Twitter: leading luxury brand followers 2017 Statistic". Statista. Retrieved 2018-03-15.  ^ "Burberry". YouTube. Retrieved 2018-03-15. 

External links[edit]

Wikimedia Commons has media related to Burberry.

Official website Official Burberry
Burberry
Group plc corporate website Documents and clippings about Burberry
Burberry
in the 20th Century Press Archives of the German National Library of Economics
German National Library of Economics
(ZBW).

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