Fashion Brand Management

Target x Burberry

The Designer

Thomas Burberry, the founder of the Burberry brand and the inventor of gabardine was born on the 27th of August in 1835. He had grown up and received his schooling in a village called Brockham Green in England before becoming an outfitter in Basingstoke. His experience as an apprentice at a draper’s boutique prepared him for this role and his future career as the sole founder of Burberry.

History

The brand Burberry (Burberry Group PLC) was founded in Basingstoke, England 162 years ago in 1856. This luxury brand focuses the most of their attention on designing and producing ready-to-wear outer wear such as coats, jackets and their most popular seller the trench coat. Burberry then became a luxury fashion brand during the period where they invented and patented the material gabardine which is a weatherproof yet breathable. There innovative fabric created many opportunities for the brand to excel in the fashion industry by provide rainwear that had previously been uncomfortable and not as durable as it would become with this fabric. Over the years Burberry has continued to expand and gain recognition on a global scale. As of today, they have around 498 locations and continues to be innovative by working with the Ellen MacArthur Foundation to combat environmental issues that stems from the fashion industry.

Brand Story

Burberry is a brand deeply rooted in the history of Great Britain, their aristocratic society and scientific explorations. After years have passed and the world had entered the early 200’s their historical brand story hadn’t changed which had made it very difficult to keep up with the other top fashion houses. This continued until Christopher Bailey joined the company as the chief creative officer and helped steer the brand back toward innovation while focusing on technology and joining the world in the digital age. Today Burberry continues to structure their brand to be viewed in a cinematic and digital light. From how the structure and design of their stores to their online presence.

The Concept:

Target always has a portion of their store set for the holidays and seeing that Burberry is known for outdoor wear the collaboration will focus on both of these. For this collaboration the brand will have the logo Berry Holidays Burberry on all their advertisements and merchandise. This concept will be a more lighthearted and festive than their other Brands like Burberry Prorsum, London and Brit. To produce the highest amount of sales from this collaboration the key features will include easy to wear styles, outerwear, business casual looks as well as styles that can be dress up or down. While the styles of clothing will follow a holiday theme, they will also incorporate the iconic patterns and classic British styles. The “intellectual” style has been forecast to be popular throughout the coming year will incorporated into the theme and designs.

Product Assortment

PRICE POINTS:

The price points of their product would match Target’s price points because through this collaboration they are selling to mainly middle-class citizens instead of high society. Considering the wide range of products that they will be selling through Target the cost of each product would fall between $15 and $100+.

Fixtures

There will be signs hanging on the wall that says Target/Burberry There will be Christmas ornaments (the balls) that can be hung from fishing wires (red, silver and gold) to give a holiday feel (these will be in the men's, women's and children's clothing sections. There will be wall displays that shows their logo There will be mannequin displays 3 in a group. Displaying the key items that are the outerwear (trench and winter coats). The mannequins will also be holding umbrellas that have the Burberry signature plain on the inside. This is a hint back to the 1950’s movie Singing in the Rain. This movie also focused on technology and cinema which matches the brand story of the brand perfectly.

Marketing Campaign

The marketing campaign for the target and Burberry collaboration will be mainly digital to further indulge into the Burberry brand story and personality. Both brands will advertise the most strongly on all their social media platforms as well as their e-mailed newsletters. They will also create a small “film” like commercial that will showcase the clothes that they expect to be the best sellers while tying in their holiday theme through the narrative. Aside from digital marketing Target will also produce ads for television and print.

References

Bhasin, H., DisneyI, W., & Facebook. (2018, April 01). Marketing Strategy of Burberry – Burberry

Marketing Strategy. Retrieved December 3, 2018, from https://www.marketing91.com/marketing-strategy-of-burberry/

Burberry United States. (n.d.). Our History. Retrieved December 3, 2018, from

https://us.burberry.com/our-history/

Cronin, E. (2012, November 24). Burberry: Entrenched in the digisphere. Retrieved December 3, 2018,

from http://fashion.telegraph.co.uk/news-features/TMG9694181/Burberry-entrenched-in-the-digisphere.html

The story of Thomas Burberry, founder of the clothing company. (n.d.). Retrieved December 3, 2018,

from http://www.historyhouse.co.uk/articles/burberrys.html