Browsing by Author "Yassine, Ismael Macedo Correia"
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- The art of the plaid trench : a Portuguese point of view on a British icon : the Burberry case studyPublication . Yassine, Ismael Macedo Correia; Celeste, PedroOver the years luxury brands have played a game of their one. Professing a tale of scarcity, uniqueness and exclusivity, they have learned the valuable lesson of crafting the art of remaining slightly out of reach but just enough for common consumers to catch a glimpse of how it is to own a piece of the dream. In the industry of make-believe, the creation of a history embodied by an icon and perpetuated through those who want to aspire to be ambassadors of such life-style has generated a billion dollar global industry which nevertheless remains, even when it comes to the Academics, slightly untouched. This paper revolves around the study of Burberry within the Portuguese market and the understanding of how has a brand within this industry been able to survive for over a century, facing the inherent challenges of such long existence and re-affirming its competitiveness among the international elite through a repositioning strategy. Through this example students, readers and lecturers will be able to get an inside scoop on the industry and understand the underlying drivers and challenges on a brand’s repositioning strategy framed by the idiosyncratic specificities of the segment in which Burberry operates. By the end the author suggests that within the Portuguese market the challenges faced by the brand are no exception to those faced in other countries in which it operates. In fact, Burberry’s five-step strategy seems to have accurately captured the evolution of the market at its global scale and re-affirmed the power of new emerging economies, their purchasing willingness, their specificities and the need for the brand to capture those new dynamics through innovative retail strategies in order to remain relevant in the 21st century. The Portuguese market is currently mirroring such challenges and albeit incorporating them at a steadier pace it is indeed moving towards a full integration with the brand’s core values, integrating them with a new technological approach, a standardization of the products and above all, an above-the-average-standardized Burberry experience worldwide.