11th October 2014
Expensive
Brand:
Burberry
Product
Trench
Coat, Checked pattern
Price
Very
high end - but price comparisons/range throughout the brand
Place
Flagship
store in London, Bond Street
500
stores in over 50 countries
Also
sold in large department stores such as Selfridges and Harrods
Promotion
Celebrity
endorsement
Live
streamed catwalk show during LFW
Social
media: Twitter, Instagram, Facebook
People
Celebrity
endorsement – trying to get rid of ‘chav’ image
E.g.
Emma Watson, Rosie Huntingdon-Whitley, Jordan Dunn, Agyness Deyn, Kate Moss,
Romeo Beckham (there to show children’s clothes but appeals to parents due to
the positive message/influence of his parents)
All
British so represent brand through them – ambassadors to the brand
Process
Customer
service – good customer service makes people return
Physical Evidence
Store
is an experience – both sophisticated and modern
Gives
you an extra service: makes it seem more worth the money
Clothes
can be held up to screens to view them on the catwalk – new technology
Brand Image/Identity (Desired & actual)
Improving
gradually – was very chavvy with fake hats/bags being sold so wrong people
representing brand, overcoming it gradually with celebrity endorsement
Target Consumer
Twenties
plus (not much under due to price) aimed mainly at women – although sell to
women, men and children
Competitors
-
Prada - Polo Ralph Lauren – Gucci - Armani – Coach
Mid-Market:
Topshop
Product
New
items in constantly – column on website dedicated to new items in each week
High
fashion (recent) items – not many basics
Some
items made in Britain – most abroad
Price
Low
end designer/high end of high street
Range
of prices within store: Jersey/Topshop Unique/Boutique
Sale
after every season
Got
more expensive over the years – possibly due to catwalk influence
Place
Flagship
store: Oxford Street, London
Cakes/sweets/hair
salon/nail/eat cafe – encourages you to stay by providing experience
Promotion
Celebrity
endorsement – Kate Moss: stopped for a while possibly due to being a
badbassador?
J.W.
Anderson
People
Celebrity
endorsement
Celebrities
wearing their clothes – sometimes given to them
Process
Some
clothes made in Britain
Physical Evidence
Catwalk
show at LFW making it more like a designer rather than regular high street shop
Branching
out into cosmetics – make-up/nail varnish
Brand Image/Identity (Desired & actual)
Due
to them being on the catwalk – consider themselves as designer brand (possibly
explains reason for prices rising)
Target Consumer
Girls
- aged 15+ - petite/tall/maternity
Competitors
River
Island
Urban
Outfitters
Cheap:
New Look
Product
Basics
and fashion items
Copies
of items in more expensive stores e.g. Topshop and ideas/colours/patterns from
catwalk shows
Different
ranges:
Generation (ages 9-15)
-
Maternity
-
Kids and
Mens
-
Plus size
(sizes 18-32)
Price
Low
price: people expect to pay the prices they pay there due to where it is
positioned in the market
Concessions
within the store – also low price
Place
High
street stores – not much spent on the interiors generally quite messy/dirty
People
there for value for money rather than shopping experience
Promotion
Customers
generally have low expectations
Incentives
for students with 10% off
People
Celebrity
endorsement – Kelly Brook has a range of underwear/swimwear
Employees
tend to be in their mid twenties upwards
Process
Average
customer service – no extra services
Try
to get customers to repeat coming back
Physical Evidence
Customers
go there knowing what experience they are going to receive
Brand Image/Identity (Desired & actual)
Desired:
Bit more high end that they are – Kelly Brook working with them
Actual:
Safe high street brand -
Target Consumer
10
years onwards (range from 9-15)
Competitors
-
Primark - H & M - Forever 21
WHAT is the benefit & purpose
of the brand?
This is a difficult question to answer
with a brand that 