Strategy of Promotion

Chun
Burberry is one of most famoused clothing brands in the world. According to the official record, Burberry’s revenue has increased each year. One of the reasons for Burberry’s success is its strategy of promotion. There are six important points: 1) Maintaining brand momentum. In 2007and 2008, Burberry’s consumer communication was restructured for greater clarity and reach. 2) Reinforcing outerwear heritage and leadership. Outwear is Burberry’s specialty, if keeps working on the innovation of this product to hold the throne in this category of the market. 3) Burberry focuses on and invests in non-apparel categories. According to official statistics, the non-apparel product market was the fastest-growing one in 2006 and 2007. Therefore, they have created more products I this category this year. 4) To grow retail. They are enhancing store productivity and opening more stores in other countries. In order to suit different cultures, they keep upgrading the store image. 5) Investing in under-penetrated markets. For Burberry, under-penetrated markets consist of China, India, the Middle East, and Russia. Burberry works with local partners to extend their business. 6) To redesign Burberry’s business processes and information systems. The goal of these systems is to do everything more efficiently and effectively. Burberry practices its promotion by stressing these points to achieve successful outcomes.