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Burberry presentation
Burberry was established in 1856 in Britain and is known for its trench coats and trademark check pattern. It targets young professionals interested in British fashion. Nordstrom was founded in 1901 and targets suburban mothers interested in luxury shopping. It sells a variety of women's, men's and children's clothing and accessories. The document outlines buying and merchandising plans for Burberry jackets and scarves for Nordstrom stores, including allocating more jackets in October and more scarves in December to match seasonal demand.
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Introduction to the project by Ce’Erica Roland Ferguson for FASM 245, Winter 2016.
Overview of Burberry's establishment, key innovations like gabardine, and historical significance.
Identification of Burberry's target demographic: young professionals aged 18-30 with disposable income.
Listing of Burberry's product categories, including women's, men's, and children's wear.
Continued listing of Burberry products, including accessories, shoes, bags, beauty, and home goods.
Significance of the trench coat in Burberry's product line and its iconic status in fashion.
Introduction to the competitive landscape for Burberry focusing on luxury brands.
Brief overview of Coach, established in 1971 in New York.
Overview of Ralph Lauren, established in 1967 in New York.
Introduction to Armani, established in 1974 in Italy.
Overview of Gucci, established in 1921 in Florence.
History of Nordstrom from its founding by John W. Nordstrom in 1887 to its current operation.
Identification of Nordstrom's target demographic: suburban career moms aged 35-50 with disposable income.
Discussion on visual display and merchandising plans for effective product showcasing.
Continuation of visual display and merchandising strategy discussions.
Summary of buying plans focusing on sale spikes, product allocation, and average markup.
Detailed planning for October assortments focusing on product types and sales strategies.
Detailed planning for November assortments, emphasizing adjustments based on previous sales.
Planning for December assortments in anticipation of high holiday shopping season.
Outline of a six-month planning strategy for sustainable product offerings.
Overview of personalization services offered for customers, enhancing gifting options.
Cited sources for the information presented in the project, including company histories.
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Burberry presentation
- 1. Ce’Erica Roland Ferguson BuyingSimulation Term Project FASM 245 Winter 2016
- 2. Burberry ➢ Established in1856 by Thomas Burberry, age 21. ➢ Brands focus was outdoor wear. ➢ In 1879 Thomas Burberry invented gabardine. ➢ In 1901, Burberry was commissioned by the War Office to design a new service uniform for British officers. ➢ Many explorers made history outfitted in Burberry. ➢ The Burberry check trademark, was introduced as a lining to the trench coat in 1924.
- 3. Burberry Target Market Young Professional(18-30), disposable income, Fashion conscious “Britishness”
- 4. Product Categories women’s wear| men’s wear | children’s wear
- 5. Product Categories accessories |shoes | bags | house and home goods | fragrance | beauty
- 6. THE ART OF THETRENCH “Those raincoats, a 95-year-old fashion icon, remain Burberry’s best-selling item, and Ms. Ahrendts — who now runs the company — is hoping to move the quintessentially British brand into the age of the Internet to attract a new generation of shoppers.”-New York Times ➢ Worn in every weather ➢ Staple product of the brand ➢ Iconic British Heritage ➢ versatile for both women and men
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- 9. Ralph Lauren Est. 1967,New York
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- 12. About ➢ Founded in1887 by 16-year-old John W. Nordstrom from Sweden ➢ With $13,000 from a gold-mine John and Carl Wallin started a shoe store. ➢ By the 60’s the company grew to be the largest shoe store in the company ➢ Ventured into women's apparel in 1963 and men’s and children's wear came in 1966 ➢ 1968 the brand was handed to the 3rd generation, who renamed the store from “Norsstrom’s Best” to ”Nordstroms INC.” ➢ Was the first to gain exclusive partnerships setting them apart from other retailers in the luxury shopping experience. such collaborations include being the first to sell Topshop Topman an exclusive British brand. ➢ Today Nordstrom operates 323 stores located in 39 states and Canada.. Nordstrom serves customers online through Nordstrom.com, nordstromrack.com and private sale site HauteLook. The company also owns Trunk Club, a personalized clothing service that takes care of customers online at TrunkClub.com and its five clubhouses.
- 13. Nordstrom Target Market Suburbia careerMom (35-50), Disposable income, Family shopper “Luxury Shopper”
- 14. Visual Display +Merchandising plan
- 15. Visual Display +Merchandising plan
- 17. Buying Plan Highlights ➢ Jackets+ Scarfs ➢ Peak sales in December (holiday shopping season) ➢ More jackets and less scarfs in October, more scarfs and less jackets in December. ➢ Allocation for 5/118 stores in GA ➢ 60-70% Markup average Jackets + Scarfs Spike sales in
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- 31. PROMOTION Personalise yours All stylesare available to monogram as part of our in store and online personalisation service, ideal for gifting. Our cashmere scarves can be monogrammed with up to three letters in over 30 complementary and contrasting thread colours. Initials can be embroidered in one of two different font sizes for complete personalisation.
- 32. Sources ➢ "Nordstrom History."Nordstrom. N.p., n.d. Web. 23 Feb. 2016. ➢ "The Foundation." Burberry Foundation. N.p., n.d. Web. 23 Feb. 2016. ➢ "Reference for Business." Nordstrom, Inc. N.p., n.d. Web. 23 Feb. 2016. ➢ "History and Background of Burberrys." History and Background of Burberrys. Fragrancex, n.d. Web. 04 Feb. 2016. ➢ "Heritage | Burberry." Heritage | Burberry. N.p., n.d. Web. 03 Feb. 2016. ➢ "Burberry: Social Media's Luxury." ISYS6621 Social Media for Managers. N.p., 09 Dec. 2014. Web. 04 Feb. 2016. ➢ Morg, Trevor. "Snapchat Partners with Burberry to Premiere Fashion House’s next Collection." Digital Trends. N.p., 17 Sept. 2015. Web. 04 Feb. 2016. ➢ Savor, Team Eat Love. "The History, Heritage and Commitment of the Luxury Brand, Burberry." EAT LOVE SAVOR
Editor's Notes
- #5 Originally for men only