Why Burberry Is Successful

Why Burberry is successful?

INTRODUCTION

1. Attention Grabber

When we talk about fashion and luxury brand, we mostly think about Italy and France. The two countries have come out a lot of luxury brand in the world. In Italy, the common examples of well-known brands are Fendi, Prada, Miu Miu, Versace, Armani and Dolce & Gabbana. While Chanel, Louis Vuitton, Hermes, Givenchy, Saint Laurent and Dior are the examples of high fashion brand in France. Therefore, do you know any luxury fashion brand that come from United Kingdom? Definitely Burberry, a high-end fashion logo in UK since 1856.

1. Reveal Topic

Today, I would like to talk about why Burberry is so successful and how the cultural influence of China affects the sales of Burberry.

1. Relevance Statements

As we know, Burberry is a British luxury fashion house, headquartered in London, England. It focuses on and distributes ready-to-wear outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. It was established in 1856 by Thomas Burberry, originally focusing on the development of pattern-based scarves and trench coats. The current key people of Burberry Group Inc is Christopher Bailey, who is also the CEO

and Chief Creative Officer of the company.

1. Preview of Main Points

The reasons why Burberry is being successful are:

1. it has a strong brand identity,
2. it has a strong position in fashion industry, and
3. the cultural impact of China on Burberry.

[Let me start with the strong brand identity of Burberry.]

BODY

1. The strong brand identity.

1. Branding is an important element of the tangible product and, particularly in consumer markets, is a means of linking items within a product line or emphasizing the individuality of product items.
2. The Burberry brand is defined by its authentic British heritage and is globally recognized by the iconic trench coat, trademark check and horse logo. 160 years after its founding, Burberry still stuck by its founding principles of quality, function and modern classic style, rooted in the integrity of its outerwear.

1. The Burberry brand has been known as one of the oldest and most respected British fashion brands. Consumers recognize it for its symbolic trench coat, high quality products, distinctive checks prints and classic British style.

[Other than having a strong brand identity, Burberry has a steady position in the fashion industry.]

1. Firm and steady position in the fashion industry.

1. Fashion industry tends to be built or damaged by certain culture or people like celebrities.

1. For instances, Eddie Redmayne and Romeo Beckham are the big fan of Burberry, they choose Burberry outfit frequently, and then their followers or crazy fans will choose Burberry correspondingly. It could be proved by the example that people especially topical people always swiftly affect the trend of fashion.
2. Apart from this, Burberry held several fashion show according to the season to showcase its collections in order to let the fans know the new collections in every seasons.  

[Now, I want to tell you about how the cultural influence of China on Burberry.]

1. Unique Chinese culture has made a large impact on Burberry.

1. Consumer consumption is always effected by the different culture which' has a profound impact on how individuals perceive who they are, what they are allowed to do and what their role is as a member of society.

1. More luxury fashion industries aim to china and alter their main marketing strategy campaign into Chinese market. According to statistics, China's luxury market is about 8.6 billion U.S. dollars in 2008, while it is expected to reach 9.6 billion in 2009. In 2015, China will become the world's largest buyers and top one market of luxury goods.

1. Traditional ‘face’ concept in China causes people have to follow the trend of the society or to struggle to meet the so-called standard otherwise they will 'lose face'. Thus, they believe that buy the luxury products can help them earn more ‘face’.

1. The sale of Burberry was amounted to £603 million for the year ended Dec. 31 2016 while Chinese shoppers are accounted for 35% of its global revenue.

[So, let me summarise the topic]
CONCLUSION

1. Summary of Main Points

In conclusion, Burberry is an iconic brand best known for its “Britishness” for these few years. It has a unique brand identity as well as strong position in the highly competitive fashion industry. Of course, the Chinese market has also accounted for the overall sale of Burberry due to cultural influence.