Overview of a Luxury Fashion Brand Essay Example | Topics and Well Written Essays - 2000 words

Overview of a Luxury Fashion Brand - Essay Example This paper "Overview of a Luxury Fashion Brand" looks at one Burberry as a luxury brand that has been successful despite the challenges that have existed in the fashion market. In this paper an overview of Burberry is given based on its success in the industry. The brand has been outstanding and is defined by the Britishness, independent luxury positioning and heritage as well as history. Compared to other brands in the fashion industry such as Prada, Zara and Ralph Lauren, the brand has been doing fairly well. Burberry is a distinctive global luxury brand that was founded in 1856. The group has a British background. Over the years the company has built a strong and outstanding reputation for innovation, design, and craftsmanship. The group has much focus on outwear, best known for its trench coats. The company designs, produces as well as sell products under the Burberry brand. The company based in London sources its raw materials from UK and other external suppliers it forms networ k with. The content of marketing as well as marketing programs; analogue and digital, are internally designed to promote the brand and product features to the consumers. Being that its products are sold globally through proprietary retail shops as well as third party wholesale customers, the brand needs a strong fashion marketing strategy to counter the competition in the fashion world. Marketing is in fact one of the core corporate functions that keeps the brand at par. The brand has also embraced digital marketing.