APRIL 9 2020

BURBERRY
PROFESSOR ALONSO

LONDON ENGLAND
FASM-310

KALIANNA KEELS AND MADDIE MOORE

 RETAILER BACKGROUND
History
Competition
Statements
Stores
Financial Status
CUSTOMER PROFILE
CONTENTS Price Point
Generational Cohort
Shopping Attitude
Benchmark Brands
Aspirational Brands
Muses
THE LINE
Key Knit Item
Fashion Knit Item
Print, Pattern, or Embellishment Item
COMPETITION
 HISTORY
Burberry was founded in 1856 in Basingstoke England by draper Thomas Burberry.
Burberry originally focused on outdoor-ready-to-wear until in 1879 when he created
gabardine, a durable twill-woven cloth, typically of worsted or cotton that is air and
waterproof. With this Burberry opened up his first store on Haymarket in 1913. Getting
into the 1900s the iconic Burberry equestrian knight logo is developed with the Latin
word Prorsum meaning forward, and the Burberry trench was created during the first
world war and was worn by British officers in the trenches. The iconic Burberry check
is created in the 1920s. It wasn't until 1999 when Burberry’s became Burberry and
Christopher Bailey became the new creative director to try to turn the company
around in May of 2001. 
In March of 2018, Riccardo Tisci took over for Bailey as creative director, creating a
new logo for the company as well as a ban on burning all unsold products and the
use of fur.
 LOUIS
LOUIS VUITTON
VUITTON
Founded in 1854 in Paris, Louis Vuitton is known for its stackable trunks, iconic
monogram beige, and brown LV print, the Damier canvas pattern, and is one of the
most counterfeited bags in the world. After Louis’s death, Georges Vuitton was on a
mission to take the brand worldwide. Later on, leather was incorporated into the
company which leads to purses and wallets with the monogram pattern and in 1987,
Louis Vuitton merged with Moet Hennessy, creating the brand we know today as
LVMH.
Creative directors such as Marc Jacobs in the late 90s who utilized collaborations
between creatives and artists to most recently Nicolas Ghesquiere who was
appointed the new creative director, after Marc, in 2013.
FENDI
FENDI
Founded in 1925 by Adele and Edoardo Fendi, it started out as a fur and leather shop
in Rome. In 1965, Karl Lagerfeld joined Fendi and rose to the creative director position
when the brand started to have women’s ready-to-wear collections in 1977. In 1994,
Silvia Venturini Fendi joined the company to head accessories as well as the men's
lines and in 2000, it became a part of the LVMH brand. In 2019, Fendi announced that
Silvia Venturini Fendi was to become the creative director and debuted her first
collection for Spring/Summer 2020.
STATEMENTS AND
VALUES
Mission Statement: "Burberry is a luxury brand which is recognized internationally with a worldwide
distribution network. The mission of the company is to maintain the integrity and vitality of the brand
and, at the same time, continue to develop the business which remains relevant to ever-evolving
markets and consumer tastes" (Burberry).  

Vision Statement: "Just as Burberry has clothed and encouraged the adventures of the past, the
Burberry Foundation will support the creative spirit and the ambition of the young people of today by
helping them to navigate the uncertain terrain of their age and of the complex world in which we live"
(Burberry).

Core Values: "Every day we are inspired by our three core values – protect, explore and inspire"
(Burberry).
CORE VALUES
CHART
STORES AND FINANCIAL
STATUS
Stores in the US: 51 stores located all over the United States
Stores Globally: 475 stores globally
- Including stores, concessions, outlets, and franchise stores
- Located in:
- Europe, Austria, Portugal, Asia Pacific, India, Japan, Middle East, United Arab
Emirates, Kuwait
- Closed 38 stores in 2019 but opened up a new flagship store in Tokyo

FINANCIAL STATUS
- MARKET CAP: $10.7 BILLION
- 2019
- In 2019 Burberry did $2.72 billion in retail sales
- Sales growth dropped 0.46% from last year

- 2018
- In 2018 Burberry did $2.73 billion in retail sales
- Sales growth dropped 1.20% from last year

STOCK PRICE
- $18.91 per share
 CUSTOMER PROFILE
Retail Prices:
- Basic: $790-$890
- Fashion: $790-$1,050
- Embellishment: $820-$970

Generational Cohort:
- Millennials and Gen X

POV/Shopping Attitude:
- Classic, Preppy, and more Conservative
- Burberry sticks to more conservative
styles of garments, we don’t usually
tend to see any super low cut shirts,
see-through items, or items that show
a lot of skin.
“When Burberry began to relaunch their brand and truly own their new positioning, it
would have been easy to choose the middle-aged man who probably already
owned an old trench coat as a target. However, Angela Ahrendts and Christopher
Bailey broke free of tradition and declared they would build a brand, product and
experience aimed at Millennials. Bailey stated, "Most of us are very digital in our
daily lives now. Burberry is a young team, and this is instinctive to us. To the
younger generation who are coming into adulthood now, this is all they know."
(Forbes)
 CUSTOMER
PROFILE
Other Retailers Customers Shop At:
- Louis Vuitton, Fendi, and Prada
Benchmark Brands:
- Armani Exchange, Calvin Klein, Gucci
Aspirational Brands:
- Dior, Saint Laurent, Givenchy
Consumer Muses:
- Kate Moss, Rosie Huntington-Whiteley,
Michael Fassbender, and Eddie
Redmayne 
 Style Description:
- This merino wool and silk-blend V shape sweater comes in a range of
4 colors. With more colorful tones, each garment is finished with a tag
on the sides of each hand with the Burberry logo. The neckline, wrists as

KEY KNIT
well as waist trims contain the Burberry print logo as well.
Colors Available:
- Tangerine, Ivory, Biscuit, and Black (4)

ITEM
Fabric Content:
- 75% Merino wool, 25% Mulberry silk
- Trim: 73% Merino wool, 23% Mulberry silk, 3% polyamide, 1% elastane
- Dry clean
Fabric description:
- Consists of a plain weave interlocking with one another
Trims:
- Trim: 73% Merino wool, 23% Mulberry silk, 3% polyamide, 1% elastane
- Burberry Print logo featured on all of the trims
Construction:
- The seams are placed together with a tucked seam stitch due to the
heavier fabric.
Country of Origin:
- UK
Retail Price:
- $460
Size Range:
- XXS-XXL
SKU’s
- 28
 Style Description:
- This garment is a perfect springtime style with a V-shaped neckline. Coming in

FASHION KNIT
colors of tangerine, ivory, and biscuit, this consists of an updated color palette to
the plaid print with a lovely cashmere and wool blend.
Colors Available:

ITEM
- Tangerine, Ivory, and Biscuit (3)
Fabric Content:
- 49% cashmere, 25% mohair, 20% polyamide, 6% wool
- Trim: 72% Merino wool, 23% Mulberry silk 4% polyamide, 1% elastane
- Dry clean
Fabric Description:
- Consists of crisscrossed horizontal and vertical bands in multiple colors that
interlock with one another.
Trims:
- Trim: 72% Merino wool, 23% Mulberry silk 4% polyamide, 1% elastane
- The trim consists of cow print fabric featured on all of the edges of the
garment. There are also buttons at the wrist that consist of the original Burberry
logo of the knight.
Construction:
- The seams are placed together with a tucked seam stitch due to the heavier
fabric.
Country of Origin:
- UK
Retail Price
- $1,050
Size Range:
- XXS-XXL
SKU’s:
- 21
PRINT, PATTERN,
Style Description;
- This wool v-neck sweater consists of sleeves made of the silk printed
Burberry logo. Along with the sleeves, clear sequins line the chest in the

OR
shape of a subtle B.
Color Available:
- Ivory

EMBELLISHMENT Fabric Content:

- 100% Merino wool

ITEM
- Trim: 98% Merino wool, 1% elastane, 1% polyamide
- Panel: 100% Mulberry silk
- Dry clean
Fabric Description:
- A plain weave consists of the body of the garment while the sleeves are
made of silky fabric.
Trims:
- Trim: 98% Merino wool, 1% elastane, 1% polyamide
- The sleeves consist of silk fabric, printed with a Burberry pattern.
Construction:
- The seams are placed together with a tucked seam stitch as well as a
French seam.
Country of Origin:
- UK
Retail Price:
- $970
Size Range:
- XXS-XXL
SKU’s:
-7
 Style Description:

KEY KNIT - “Tailored in a classic shape, this

Style Description:

ITEM
FASHION KNIT
pullover showcases a timeless Louis

ITEM
- “On this elegant piece, a mix of knits
Vuitton signature. Crafted from soft
adds texture and creates an elongated
cashmere with a luxurious hand feel,
silhouette. Crafted with three-quarter
it is adorned with intarsia lettering
length sleeves, it features feminine frills at
and graphic stripes on the front, with
the collar and cuffs. Signatures include the
contrasting intarsia bands on the
collection’s new Louis Vuitton Midnight pin
arms. The shoulder has a row of
and a Monogram Flower tab on the side.”
golden, nautical-inspired buttons”
(Louis Vuitton)
(Louis Vuitton)
Colors Available:
Colors Available:
- Blue (1)
- Black (1)
Fabric content:
Fabric Content:
- 90% Wool 8% Polyester 1% Polyamide 1%
- 100% Cashmere
Elastane
- Dry clean
- Iron at a maximum sole-plate
Country of Origin:
temperature of 110°C
- Made in Italy
- Dry Clean
Retail Price:
Country of Origin:
- $1,660
- Made in Italy
Size Range:
Retail Price:
- XS-3L
- $1,170
Size Range:

LOUIS VUITTON
- XS-XL
 LOUIS VUITTON Style Description:
- “The collection’s 1970s inspirations shine on in this
signature herringbone motif, worked to eye-catching
effect on a sleeveless V-neck. Top in wool knit, fully
embroidered with multi-colored sequins and made
EMBELLISHMENT

using a traditional crochet technique. A statement

piece that’s ideal for layering.” (Louis Vuitton)
Colors Available:
- Black (1)
Fabric Content:
- 71% Cashmere 18% Wool 10% Polyamide 1% Elastane
- Dry Clean
Country of Origin:
ITEM

- Made in Italy
Retail Price:
- $2,070
Size Range:
- XS-XL
 Style Description:
FASHION KNIT
- "Long-sleeved slim-fitting ITEM
sweater with a polo-style
collar, V neck, and long Style Description:
sleeves. Made of ribbed - "Long-sleeved, close-fitting sweater finished with
brown silk. Horizontal Pequin ribbed edges. All over black and brown FF pattern.
stripe details in shades of Sleeves are decorated with an interwoven ribbed
brown and black" (Fendi). motif and bow at the cuff" (Fendi).
Colors Available: Colors Available:
- Brown and White - Brown
Fabric Content: Fabric Content:
- 100% silk - 67% Viscose, 33% Polyester

KEY KNIT Country of Origin

- Italy
Country of Origin
- Italy
ITEM Retail Price Retail Price:
- $990 - $950
Size Range: Size Range:
- 00-16 US - 00-16 US

FENDI
- 36-52 EU
FENDI
Style Description:
- "Slightly oversized sweater with a V-neck and raglan
sleeves. Finished with ribbed edges. Full sequin embroidery
which recreates the micro-check pattern in shades of
yellow and brown with contrasting knit details" (Fendi).
Color Available:
- Yellow
Fabric Content:
- 100% Polyamide, embroidery: 100% Polyester, trim: 100% Silk
Country of Origin
- Italy
Retail Price:
- $1,980.00 EMBELLISHMENT
ITEM
Size Range:
- 00-16 US
https://www.theguardian.com/fashion/2019/may/16/burberry-to-close-one-in-10-stores-
worldwide
https://www.wsj.com/market-data/quotes/BURBY/financials
https://www.thefashionlaw.com/lvmh-a-timeline-behind-the-building-of-a-conglomerate/
https://www.fendi.com/bg/info/fendi-roma/the-history-of-fendi
https://www.anothermag.com/fashion-beauty/11946/silvia-venturini-fendi-ss20-mfw-
summer-holiday-2019
https://www.rebag.com/magazine/louis-vuitton-101-history-luxury-giant
https://sewguide.com/how-to-sew-seams/#1plain_seam
https://www.statista.com/forecasts/876294/familiarity-with-luxury-accessory-fashion-
brands-in-the-us
https://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-
customer-experience/#2c3770d33cc6
https://www.gq.com/story/new-burberry-logo-riccardo-tisci
https://us.burberry.com/our-history/
https://hypebae.com/2019/12/burberry-riccardo-tisci-ginza-tokyo-flagship-store-opening-
japan
https://www.cnbc.com/2020/03/19/burberrys-sales-plunge-80percent-as-coronavirus-halts-
luxury-shopping.html
https://www.thezoereport.com/p/cow-print-pieces-were-all-over-the-fall-2020-runways-
but-here-are-13-styles-you-can-shop-now-22591503
https://fashionista.com/2019/09/mfw-spring-2020-trend-sequins

SOURCES