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Preppy Girls
Barbara van Stigt, Olivia Llagostera, Maria Eugenia Errobidarte
Friday, 5 February 2010
BRAND STRATEGY ANALYSIS
Friday, 5 February 2010
BRAND'S TARGET
Friday, 5 February 2010
PREPPY GIRLS
Two Main Targets For Preppy Girls:
Both Buying from Burberry
1. Accessories (16-19 years old)
2. Accessories & Clothing (20-25 years old)
There is a difference in their shopping drivers and preferences and slight differences in their
wearing style.
Friday, 5 February 2010
Target 1
Age: 16 - 19
Gender: Female
Occupation: Students
Income: Depend on Family (Mid High)
Responsibilities: None, solely to do homework
Spends Money On: Cinema, Starbucks & Clothing
Personality: Classic, Feminine, Happy, Studious, Fun.
Life Stage
Friday, 5 February 2010
Target 1
Books: Carefree Chick lit such as Confessions of a Shopaholic as well as classics such as Jane Austen.
Music: New pop bands. Commercial Music such as Lilly Allen
Hobbies: Being with friends, sports, eating out, watching TV series.
Interests: Fashion, Literature, Movies, Gossip
Activities: Tennis, Sailing, Horse Back Riding, Polo, Swimming
Life Style
Friday, 5 February 2010
Target 1
Fabrics: Natural Fabrics such as Linen, Silk, Cotton, Wool.
Colours: Beige, White, Navy Blue, Grey, Green, Red, Brown & Grey. Their day wear clothing is often very very colourful
Types of Clothing: More conservative and casual. Nothing too revealing.
Brands Worn: Tommy Hilfiger, Ralph Lauren, Burberry, Louis Vuitton, Diesel, Converse.
Models, Prints & Cuts; Tweed, Pin Stripe, Quilted, Oxford, classic models, prints and cuts.
Wearing Style
Friday, 5 February 2010
Target 1
A mix of Classic and Mainstream.
They don’t depend on fashion.
However, like to look stylish and trendy so they follow main trends
Fashion Dependance
Friday, 5 February 2010
Target 1
Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as Main Streets such as Passeig de Gracia and Rambla Catalunya.
Type of Store: Mainly Multibrand, Luxury and Department Stores. They also shop at massive chain stores but it isn’t their preference
Type of Service: Mixed
Loyalty to Brands: Yes, but it depends on what their friends wear.
Loyalty to Stores: None
Fashion Preferences
Friday, 5 February 2010
Target 1Drivers: Self Confidence, Brand Logo & Brand Status
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
ShoppingDrivers
Friday, 5 February 2010
Target 2
Age: 20-25
Gender: Female
Occupation: Student
Income: Depend on family (Mid-High)
Responsibilities: Lives by herself, basic responsibilities.
Spends Money On: Clothing & Going Out.
Personality: Outgoing, Fun, Flirty, Studious, Chic, Stylish, Conservative.
Life Stage
Friday, 5 February 2010
Target 2Books: Classics such as Jane Austen as well as Romantic Novels such as Nicholas Sparks
Music: Commercial Music.
Hobbies: Going Out, Dating, Shopping, Be with their family and Friends.
Interests: Art & Design, Literature, Fashion, The world, Gossip.
Activities: Dancing, Running, Gym(fitness), Swimming
Celebrities: Olivia Palermo, Leighton Meester, Charlotte Casiraghi, Kate Middleton.
Life Style
Friday, 5 February 2010
Target 2Wearing Style
Fabrics: Natural Fabrics such as Linen, Silk, Cotton, Wool and Cashmere.
Colours: Beige, White, Navy Blue, Grey, Green, Red, Brown & Grey.
Types of Clothing: More conservative and casual. A very Chic and Feminine style. Nothing too revealing.
Brands Worn: Tommy Hilfiger, Ralph Lauren, Burberry, Marc Jacobs, Chloe
Models, Prints & Cuts; Tweed, Pin Stripe, Quilted, Oxford, classic models, prints and cuts.
Friday, 5 February 2010
Target 2
Classic Mixed with Mainstream.
Is Influenced by trends but has really got an established style.
Fashion Dependance
Friday, 5 February 2010
Target 2Fashion Preferences
Shopping Areas: More Posh Areas such as Eixample and Sant Gervasi as well as Main Streets such as Passeig de Gracia and Rambla Catalunya.
Type of Store: Luxury and Department Stores. They also shop at massive chain stores for basics. Luxury brands at Multi-Brand Stores
Type of Service: Mixed
Loyalty to Brands: Yes, but the fact whether the brand is fashionable at the moment does influence them.
Loyalty to Stores: Yes, Slightly loyal.
Friday, 5 February 2010
Target 2
Drivers: Self Confidence, Quality, Exclusivity, Brand Status and Brand Logo for Accessories.
Type of Buying:
Rational - Seasonal
Un Rational - Impulsive
ShoppingDrivers
Friday, 5 February 2010
Day Wear Weekend
Friday, 5 February 2010
Day Wear School Day
Friday, 5 February 2010
Evening Wear
Friday, 5 February 2010
BURBERRY
Friday, 5 February 2010
BURBERRY
“A luxury brand with a distinctive British sensibility, strong international
recognition and different values that resonate across a multi-generational
and dual-gender audience.”
Friday, 5 February 2010
Founded: Basingstoke, UK (1856)
Status: Public
HeadQuarters: London, UK
Main Employees: John Peace & Angela Ahrendts
Christopher Bailey (CD)
Products: Clothing, Accessories, Perfumes
Net Profit: 135.3 million pounds (2008)
Website: http://www.burberry.com
Friday, 5 February 2010
BurberryThomas Burberry at age 21
1880 - Gabardine invented by T.Burberry
1890s - Created army clothing for British Army and Aviators
1955 - Company taken over by Great Universal Stores
Burberry Check - Haymarket Check = the trademark of Burberry
- 1st used in 1924 in the lining of the trenchcoats.
- HouseCheck is a modern bigger version of it by Christopher Bailey (2006)
Brand with a Royal Warrent by Queen Elizabeth
Friday, 5 February 2010
BRAND POSITIONING
Friday, 5 February 2010
Competitors
General: Tommy Hilfiger, Ralph Lauren, Lacoste, La Martina
Shoes: Repetto, Marc by Marc Jacobs, Converse
Jeans: Diesel, Pepe jeans, Replay,
Accessories: Louis Vuitton, Longchamp, TOUS
TARGET 1
Friday, 5 February 2010
Positioning+ Brand Status
- Brand Status
- Fas
hio
nab
le+ Fash
ion
able
La Martina
Ralph Lauren
Lacoste
Tommy Hilfiger
Burberry
Friday, 5 February 2010
CompetitorsTARGET 2
General: Ralph Lauren, Marc Jacobs, Chloe, Massimo Dutti
Shoes: Pedro del Hierro, Jaime Mascaro, Chloe, Chanel, Louis Vuitton
Jeans: Diesel, Seven, For All Man Kind, Citizens of Humanity
Accessories: Louis Vuitton, Longchamp, Chanel, Bimba & Lola
Friday, 5 February 2010
Positioning+ Quality
- Quality
- Fas
hio
nab
le+ Fash
ion
able
Chloe
Ralph LaurenMarc Jacobs
Massimo Dutti
Burberry
Friday, 5 February 2010
BRAND VALUES
Friday, 5 February 2010
Values
- Tradition
- Quality
- Logo
- Durability
- Classical
- British - Reserved Posh
- Brand Awareness / Brand Recognition
Friday, 5 February 2010
Target Observations
Friday, 5 February 2010
Target ObservationsTarget present at store:
Not many “young” girls at the store at all.
Mainly 30-60 year old classic women.
Japanese tourists.
Young girls/women seen in accessories side only
- In the weekends more families (mother with daughter) seen at the store
- During the week hardly any one under the age of 30.
- People seemed to purchase mostly from the “sales” department
Friday, 5 February 2010
Target Observations20 girls - Age 16-25:
Ever Purchased Burberry: 55% Yes
Clothing: 28% yes
Accesories: 68 % yes
Where Purchase Burberry:
55%
20%
25%
Burberry StoreMultibrandEl Corte Ingles
Friday, 5 February 2010
RETAIL STRATEGY ANALYSIS
Friday, 5 February 2010
LOCATION
Friday, 5 February 2010
Market SegmentationCity Area: 1st areas (main shopping streets)
2nd Area (Madrid)
Markets: (Own Stores)
Strategic: Barcelona, Madrid
Main: Valencia, Sevilla
Secondary: Oviedo, Huelva, Almeria, Marbella
Department stores / Multi Brand Stores:
- Sell in all El Corte Ingles across Spain.
- Sell in Multi-Brand stores in all markets (including regional markets in Spain)
- Sell at Airports.
Friday, 5 February 2010
Location• Barcelona - Passeig de Gràcia, 56
• Madrid - José Ortega y Gasset 8
• Sevilla Sierpes, 34
• Oviedo José Ortega y Gasset 8
• Huelva Jesús Nazareno 3
• Almeria - Pza Marques de Heredia
• Marbella - Muelle Ribera Casa H
Friday, 5 February 2010
SPACE MANAGEMENT
Friday, 5 February 2010
WINDOW
Staircase Staircase
Friday, 5 February 2010
Furniture = Stopper
Cashier = Stopper
Column = Stopper
Mannequin = Stopper
Mosaic Floor
Carpet
Friday, 5 February 2010
UPSTAIRS
Menswear
Children
Friday, 5 February 2010
Cold Areas
UPSTAIRS MEN & KIDS
UPSTAIRS MEN & KIDS
Friday, 5 February 2010
Cold Area
Warmed Up Areas
*
*
X
X
X
Cashier
Fitting Rooms
PRORSUM
RAINWEAR
SHOES
ACCESSORIES
Friday, 5 February 2010
Shelves
Carpets
Accessories
Prorsum
ShoesSports
RAINwear
Prorsum + Basics
Racks
Friday, 5 February 2010
Natural CIRCUIT
Friday, 5 February 2010
FORCED CIRCUITNo Sign explaining what products can be found upstairs atStaircase B- Only in Staircase A this is explained
A
B
Friday, 5 February 2010
CATEGORY MANAGEMENT
Friday, 5 February 2010
Criteria used to manage categories1. Clothing is organized by: Accessories & Clothing
2. Clothing has been organized by: Men - Women - Kids.
3. Lines:
- Burberry Prorsum
- Burberry Sports
- Burberry
4.Burberry Uses:
- Rain Wear
- Basics
- Formal
- OuterwearTotal Looks = Easy to find
Within the racks and Shelves
Friday, 5 February 2010
IN STORE COMMUNICATION
Friday, 5 February 2010
Interior Design
FURNITURE: - Seats without hanging part “Poufs”- Tables: Round
SquareRectangular (different heights can slide into each other)
- Small rectangular tables
MATERIALS: all high quality and luxuriousLeatherWoodSuede (pouffs and carpet)MarblePlasticGlassMosaic Stone Floor (Red, Beige, White)
Friday, 5 February 2010
Interior Design
Lighting:
- By the mirrors on the side
- On the table there are lights with fabric around them which are soft.
- Ceiling “sets of 3 small lights” & “sets of 2 big lights”
Placed all over the ceiling creating an atmosphere and lighting on the mannequins and garments (there are sets of bulbs at every 10 centimeters)
Friday, 5 February 2010
Visual MerchandizingAmount of Garments: 3-4 of each:
Small - Medium - Large - XL (36-38-40-22)
Folding: All garments are folded in three parts
Table Display: Used for basic Garments / Shoes / Bags but never mixed!
Tables with glass for accessories
Display: Lateral
Frontal - Very Little, only main garments from the Window Display
Friday, 5 February 2010
WindowsWindow 1: Men & Women (Coats)Window 2: Accessories + Opening HoursWindow 3: Accessories + Opening HoursWindow 4: Men & Women (Summer 2010)Window 5: Women (Summer 2010)Window 6: Kids (Summer 2010)Window 7: Men & Women (Without advert backdrop)Window 8: Men & Women (Without advert backdrop)
1
4 765 8
3
2
Carrer d’Aragó
Pass
eig
de
Gra
cia
Friday, 5 February 2010
Windows
Friday, 5 February 2010
Windows
Friday, 5 February 2010
Windows
65
Friday, 5 February 2010
Windows
7 8
Friday, 5 February 2010
Windows
7 8
Friday, 5 February 2010
Window Mystery Shopping
CleannessInterior
Brand NameBackwall
Opening HoursCredit Card
POS MaterialLighting
PricesConcept
0 2 4 6 8 10
Clean, Clear & Interesting but lack of Concept
Friday, 5 February 2010
Other Communication Elements
Bags: Thick carton bags, beige with Burberry name and Sign. Bag is closed using a silk or organza ribbon, sometimes with the logo printed on the ribbon.
Catalogues: At the cashier they are there for take away
Look Book: In the “Burbery Prorsum” area, there is a look book on a table to look at.
Displays: Advertisements are used as “backdrops” and wall decoration in “Burberry Sports”, “Burberry Prorsum” and around the stairs. These adverts are also used as back wall in some windows.
Music: Lounge Pop, Radio type music on medium volume
Friday, 5 February 2010
Mystery Shopping
General Image
Uniform
Brand Clothing
Clothing Image
Distraction
0 2 4 6 8 10
GENERAL IMAGE
Look professional, fit in with the brand and concentrate on their jobs
Friday, 5 February 2010
Mystery Shopping
Greeting
Waiting Time
1st name terms
0 2 4 6 8 10
GREETING
Perfect timing to greet, a formal but welcoming greeting
Friday, 5 February 2010
Mystery ShoppingTECHNICAL INFORMATION
Technical Info
Product Knowledge
Brand Knowledge
Confidence
0 2 4 6 8 10
Know what Burberry is about, what they have to offer and what it entails
Friday, 5 February 2010
Mystery Shopping
1st attitude
Options Given
Fitting Process
Needed Size Available
Hesistant Attitude
Advice Given
Substitute Product
Cross Sales
0 2 4 6 8 10
CLIENT NEEDS
Accompany you to fitting rooms, advice you, bring you new products and give you advice while selling.
Friday, 5 February 2010
Mystery Shopping
Accompany Cashier
Packaging
Distraction
Speed
Goodbye
0 2 4 6 8 10
CLOSING & GOODBYE
Accompany you to cashier, then taken over by other employee, fast, professional experience.
Friday, 5 February 2010
Mystery Shopping
Proactivity
Availability
0 2 4 6 8 10
GENERAL
Employees walk around “happy”, are available for all your needs and see it when you might need help.
Friday, 5 February 2010
RETAIL COHERENCE CONCLUSION
- Has Burberry gone “Off Limits”?
- Target lost ?
- Worn by R&B and HipHop artists such as Nelly & Ja Rule
- Bad image due to Chavs?
Store is very traditional and beautiful but:
- Does it show the young image they want to give off?
- Is the “Preppy Girl” Happy in this store?
Location of store in
Barcelona is Perfect.
It is seen as a reference point.
Overal Spain strategy not coherent!
Friday, 5 February 2010
Does their in store communication.
- Inform - 100%
- Differentiate - 80%
- Seduce - 90% (Convincing)
Do their windows communicate:
- Brand Image - YES 100%
- Collection Concept - 50%
- Movement, Volume & Dynamics - 75%
- See the concept / Brand Image - 100%
- Recognize garments of window display? Yes garments from window display are hanged frontally 80%
- Feel attracted by the product 100%
RETAIL COHERENCE CONCLUSION
- Find what they are looking for?
Depends on what you are looking for
- Move around with freedom? 80%
Friday, 5 February 2010
Store on Passeig de Gracia is perceived as:
“beautiful”, “amazing”, “a state of the art”
BUT “At times confusing” and “very big”
- Perhaps for an older target who has time to look through the different rooms and is really looking for specific garments
unlike our target who isnt always buying rationally
RETAIL COHERENCE CONCLUSION
Friday, 5 February 2010
COHERENT WITH TARGET SHOPPING PREFERENCES:
- Intimidating and imposing store:
- Luxurious Materials used, Heigh Ceilings and the size of the store
- Amount of employees and the general sense of control.
- Atmosphere is cold due to the marble.
- Probably made for an older target
- Target feels more identified buying Burberry in El Corte Ingles or multibrand
- The store suits the brand values and brand strategy it simply doesn’t suit a young preppy girl (they feel judged and intimidated)
RETAIL COHERENCE STRATEGY
Friday, 5 February 2010
COHERENT WITH BRAND’s POSITIONING AND VALUES
yes, because:
- Brand Values are clear.
- Brand Status and Image are portrayed clearly
- Coherence between brand awareness and store size (everyone knows about the store, small store would not suit).
- Products are given space, which matches the idea of quality.
- Burberry = Traditional, the store is in a traditional architectural state.
- Brand’s values are felt immediately when walking into the store.
- Cross Selling = Possible due to display of products it is easy to find similar products around and often total look in easy reach.
RETAIL COHERENCE STRATEGY
Friday, 5 February 2010
CATEGORY MANAGEMENT WOMEN
Unclear = The garments separation by moment of use is unclear and not well done.
Very clear = Prorsum, Sports, Rainwear
- Once looking for a specific garment (e.g. T-shirt), have to look through all collections and rooms
Proposal:
- Within the different Collections clearer image of moment of use especially Burberry main line
- Daywear, Casual, Formal, Eveningwear, spread out in a more clear way
IMPROVEMENT PROPOSAL 1
Friday, 5 February 2010
Change in Area - Make it Warmer
RA
IN W
EARWOMEN BASICS
SPORTS
SHOES
PRORSUM
SCARVES
Replacement of “Stopper”
Free Space
Friday, 5 February 2010
WINDOW DISPLAYS
- Show a Collection Concept
- Add Credit Card Details and make opening hours more clear
- Confusing by using advertisement as back wall (clothing are different)
--> A Plain Back wall with mannequins using a concept and furniture.
Perhaps something very English portraying their traditions.
Create a window with a younger and fresher image
IMPROVEMENT PROPOSAL 2
Friday, 5 February 2010