Luxury brand management involves overseeing high-end brands’ marketing, positioning, and presentation. This specialized field requires a deep understanding of the characteristics and values associated with luxury products. Professionals in luxury brand management work on building brand equity, promoting identity, and ensuring the best customer experience (Ko, Costello, and Taylor, 2019). This may involve creating tailored marketing campaigns, maintaining brand consistency across various channels, and engaging with perceptive customers. Successful luxury brand management focuses on sales and revenue (Golob et al., 2022). Luxury brand management is deeply rooted in preserving and enhancing the core elements that define a brand’s identity. A luxury brand’s heritage, prestige, and desirability are integral components that contribute to its unique positioning in the market. This emphasis on preserving heritage ensures that the brand’s historical significance, traditions, and iconic elements are maintained. The success of the management approach lies in its ability to adapt to evolving consumer requirements and preferences while remaining true to the timeless essence that defines the luxury brand (Atkinson and Kang, 2021).

Burberry Brand

Burberry stands as an iconic name in the luxury sector with timeless and British elegance. This fashion house was established in 1856. It is well known for its distinctive trench coats, featuring the check pattern that has become a symbol of distinguished style. The Burberry brand has global followers due to its quality work and British aesthetic fashion. This brand continues to captivate the luxury market, from classic heritage pieces to modern and cutting-edge designs (Burberry Heritage, n.d.). The brand has successfully adapted to changing trends, making strategic improvements such as digital innovation and social media connections. Burberry’s changing trend ensures its continued relevance in the ever-evolving fashion landscape. Collaborations with artists, musicians, and celebrities have further elevated Burberry’s status and position in the luxury sector.

The Spring-Summer 2024 Event

The Spring-Summer 2024 Event

In the second collection for Burberry at London Fashion Week, creative director Daniel Lee introduced a vibrant and visually outstanding array of accessories. This event includes British heritage-inspired designs for the spring-summer 2024 season (London Fashion Week, n.d.). The runway featured an interlink chain print and a new captivating Knight Blue colour. This event presents various colours, including green, light yellow, and white check designs. The collection displayed long outlines accessorized with padded bags in khaki and structured leather bags in red, white, and green. Models walked on the ramp in blue-soled, high-heeled sandals. Burberry trench coats in camel and black were presented with lines of the classic check print on the collar (Time Now News, 2023). Additionally, the ready-to-wear collection by Daniel Lee for Burberry was characterized and presented by the brand’s distinctive blue colour. This included a blue-coloured strawberry print on dresses and t-shirts, with traditional collars. Evening wear featured shiny, flowy skirts and floral knit outfits with sheer elements were presented in the event. Burberry’s fashion show presents a menswear collection with sharp tailoring, shorts, and patent leather shoes in black, green, and brown. The men’s collections include prominent silver buckles and belts (NASDAQ, 2023). 

British Moroccan model Nora Attal

British Moroccan model Nora Attal graced the runway wearing a black overcoat and a long outlined bag, presenting the Burberry brand in the Spring/Summer 2024 collection with her remarkable presence.

Brand Management Theory

The Customer-Based Brand Equity (CBBE) model is a theoretical framework developed by marketing scholars Kevin Lane Keller and David Aaker. This management theory is a systematic framework to comprehend consumer perceptions and connections with a brand (Tasci, 2020). The CBBE model as a management theory guides brand practitioners in building and managing brands effectively. They can manage brands by emphasizing the importance of consumer perceptions and relationships. It offers potential insights into creating and maintaining a strong brand while addressing various dimensions such as brand identity, brand meaning, brand response, and brand resonance (Langga, Kusumawati and Alhabsji, 2020). The model supports managers in making informed decisions regarding brand strategy, positioning, and communication to cultivate positive and lasting connections with consumers. These stages collectively contribute to a holistic understanding of how brands can promote a strong connection with the target audience (Langga, Kusumawati and Alhabsji, 2020). The CBBE model consists of the following four key levels:

Brand Identity. At the foundational level, brand identity focuses on creating brand awareness and ensuring that consumers can recognize and recall the brand. This involves establishing a clear and distinctive brand image through logos and slogans (Dedeoğlu et al., 2019).

Brand Meaning. It examines the consumers’ insights, relations, and links regarding the brand. This step aims to develop a positive brand image by connecting the brand with specific attributes, preferences, values, and characteristics of consumers (Kunz, May and Schmidt, 2020).

Brand Response. The next step is a brand response that explores consumers’ expression and behaviour towards the brand. Brand response considers consumers’ emotions, attitudes, and judgments toward the brand, evaluating perceived quality, credibility, and relevance. Positive brand responses successfully build brand loyalty and brand management (Dedeoğlu et al., 2019).

Brand Resonance. The critical step in this framework is brand resonance, which represents the highest level of brand development. It is considered a strong psychological and emotional connection, loyalty, and community among consumers. Resonance, loyalty, and active consumer engagement would increase the possibility of successful business of the brand (Ishrak and Mamun, 2022). The CBBE model is a crucial framework for marketers to effectively develop and manage brand equity in the luxury fashion sector. By considering these four stages, organizations can effectively build a strong brand that prioritizes consumers on a profound business level.

Current Market Analysis

The luxury sector represents a well-established global industry invested around $200 billion annually (Li and Leonas, 2019). The luxury market is shaped by evolving consumer preferences and an escalating demand for exclusive experiences. This aligns with both established and emerging trends within the fashion industry. The current market demands focus on sustainability, ethical practices, digital engagement, and unique storytelling. Several luxury brands adopt consumer base practice that prioritizes audience values and enhances the brand’s evolving goals. This change underlines the industry’s compliance and ability to effectively merge tradition with modernization, ensuring ongoing consumer relevance (Li and Leonas, 2019). 

Burberry’s Competition and Position

Within the luxury sector, Burberry works in a competitive landscape where iconic brands compete for marketing and consumer attraction. Competitors include established fashion houses such as Burberry. Armani, Prada, Coach, Gucci, Versace, Christian Dior, Kering, Kate Spade, and Michael Kors are competitors. These brands are known for their stylish and high-quality products, making the luxury fashion arena crowded and competitive (Marketing91, 2018). Despite this tough competition, Burberry holds its position by blending classic British elegance with modern fashion trends. Its unique position in the market is defined by a unique blend of British heritage and contemporary fashion designs (Dedeoğlu et al., 2019). Navigating this competition, Burberry intends to tackle changes and uphold consumers’ changing preferences and requirements. This aids Burberry in maintaining its status as a significant competitor in the luxury fashion world.

Burberry Brand Equity

Burberry has established a strong brand equity in the global market, reflecting the brand’s overall value and influence. The Burberry name is associated with luxury and timeless British style in fashion. The iconic Burberry check pattern, introduced in the 1920s and now widely recognized, symbolises the brand’s heritage and high quality. The brand’s commitment to skilled work and consumer attention further enhances its reputation. Burberry has successfully adapted to changing fashion trends while maintaining its core identity. It aims to attract both traditional-styled and modern-fashioned consumers (Time Now News, 2023). Additionally, collaborations with influencers and strategic marketing initiatives have strengthened the Burberry brand’s relevance, and its innovative marketing methods and digital experiences lead to a contemporary image. Overall, Burberry’s brand equity is built on a rich British history, unique artistic designs, and a continuous effort to adopt change in response to the evolving demands of the luxury market and consumer market.

Importance of Building Brand Loyalty

Brand loyalty is a cornerstone of Burberry’s identity and success. Over the years, Burberry has worked carefully to create a brand that profoundly reports with consumers, fostering trust and loyalty (Mostafa and Kasamani, 2020). For example, the Burberry check designs, the quality work, and the brand’s commitment to timeless elegance contribute to a strong emotional and traditional relationship with customers. Burberry has successfully promoted a community of loyal customers who appreciate the products and identify with the brand’s values and heritage (Jung, Kim and Kim, 2020). This brand loyalty contributes to the business’s success, strengthening Burberry’s position in the competitive luxury market. The brand’s ability to maintain and strengthen this loyalty emphasizes its long-term demand and relevance in the ever-changing world of fashion (Jung, Kim and Kim, 2020).

Event Presents New Product Idea 

Burberry’s Spring-Summer 2024 collection for London Fashion Week presented new product ideas for men and women. This event showcased a captivating blend of British heritage and contemporary designs. Long strip lines were paired with khaki padded bags (London Fashion Week, n.d.). The event also presents structured leather bags in red, white, and green, creating a visually striking shared. The iconic Burberry trench coats underwent a modern reinterpretation with pops of the classic check print on the collar, which were also the product ideas of the Burberry brand. Burberry’s distinctive blue colour was used in a strawberry print on dresses and t-shirts, with traditional button-downs for women. The menswear collection showed sharp tailoring, shorts, and patent leather shoes, underscoring Burberry’s commitment to a seamless fusion of timeless elegance and contemporary blend (NASDAQ, 2023).

Strategic Decision-Making

Burberry’s strategic decision-making for its Spring-Summer 2024 collection, led by creative director Daniel Lee, reflects a meticulous approach to balancing heritage and modernity. The introduction of the interlink chain print and the captivating “Knight Blue” colour signifies a deliberate effort to infuse freshness into the brand’s design language. This event aimed at attracting a diverse and evolving consumer market while staying true to Burberry’s iconic aesthetic. The elongated silhouettes, innovative accessories such as padded bags, and unique trench coats demonstrate a commitment to assertive creative boundaries. The decision to present these new products at London Fashion Week supports Burberry’s tradition of presenting at prestigious fashion events and positions the brand on a global stage, ensuring maximum visibility, attraction, and impact on global consumers (NASDAQ, 2023).

The prevalent use of Burberry’s unique blue colour in the ready-to-wear collection proposes a conscious effort to reinforce brand identity and create a cohesive visual description. This strategic choice resonates with the brand’s historical association with the colour and serves as a unifying element across different pieces, from dresses to menswear. Further, the combination of chain press tools for securing lightweight dresses indicates a focus on aesthetics and functionality, aligning with Burberry’s commitment to quality craftsmanship (Time Now News, 2023). Considered time for execution likely adheres to the fashion calendar, ensuring the collection’s timely debut for the Spring-Summer 2024 season. Overall, Burberry’s strategic decision-making demonstrates a thoughtful and adaptive approach to maintaining relevance and resonance in the dynamic landscape of luxury fashion.

Reasons for Approach

The approach taken by Burberry in their Spring-Summer 2024 collection, led by creative director Daniel Lee, can be attributed to several strategic reasons. For example, the infusion of the interlink chain print aims to focus on dynamic innovation in the fashion industry. The introduction of the captivating Knight Blue colour reflects a desire to include modernity into the brand’s offerings, focusing on consumers’ evolving tastes. The reinterpretation of iconic trench coats and the pervasive use of the brand’s distinctive blue colour represent a deliberate effort to maintain the brand’s signature aesthetic while embracing new fashion trends. The decision to represent the collection at High Bury Fields in North London underscores Burberry’s commitment to immersive brand presentation (Time Now News, 2023). Furthermore, the strategic timeline aligned with London Fashion Week ensures maximum visibility and impact within the fashion industry, contributing to the brand’s global influence. The approach reflects Burberry’s strategic intent to balance tradition with innovation, staying relevant and appealing to a broad and discerning consumer base.

Timeline for Execution

The timeline for Burberry’s approach to the Spring-Summer 2024 collection involves careful planning and execution within the fashion industry’s calendar framework. This timeline encompasses the careful curation of designs, fabrications, and concepts leading up to the display. The execution emphasizes meeting production deadlines and aligning with the fashion industry’s luxury trends. This strategic timing allows Burberry to capture the attention of global fashion fans, insiders, outsiders in the industry, and the broader consumer market. Developing and maintaining connections, facilitating media coverage, and maintaining competitive control timeline is crucial in the ever-evolving sector of the fashion world.

Financial Implications

Burberry’s financial strategy for the Spring-Summer 2024 collection involves a thorough breakdown of estimated cost allocation across various vital components. The expected budget for design is approximately $500,000. This has been set aside to cover salaries for designers, creative directors, and support staff. Further, $200,000 is reserved for research and development for new product ideas and events. This extensive investment underscores Burberry’s commitment to nurturing innovative and captivating design essentials. Fashion and design materials cost is estimated at $800,000. In order to provide high-quality fabrics and accessories, $500,000 is assessed as a rough budget. An additional $300,000 may be required to incorporate specialized elements, such as the interlink chain print, into the collection. The manufacturing costs of $1,000,000 underscore the brand’s goals to deliver high-quality products. A substantial portion of the budget is allocated for skilled labour, which accounts for $600,000. This emphasizes the brand’s appreciation of experienced artisans’ pivotal role in ensuring high-quality product manufacturing. Another $300,000 is dedicated to machinery and equipment, reflecting the brand’s investment in cutting-edge technologies to enhance manufacturing efficiency. The remaining $100,000 is kept for demanding quality control measures, ensuring that the product meets standards set by the brand.

Participation in London Fashion Week, a strategic step for exposure and industry recognition, commands a $400,000 budget covering showcasing fees, venue expenditure, and particular set design. Marketing expenditures of $300,000 underline Burberry’s dedication to visually impactful promotional materials. Further, $200,000 has been allocated for collaborations with models, artists, and consultants, including tech experts. All of this accounts for approximately $3.2 million. However, a 10 to 15-minute fashion show typically costs $200,000 to more than $1 million in expenses (Team, 2023). The costs can vary widely within this range based on different factors. This financial plan approves Burberry’s strategic investment in maintaining its position as an iconic brand in the luxury fashion market, emphasizing high quality, innovation, and timeless style. 

Strategic Findings of the Event

Global Platform at London Fashion Week. Burberry’s decision to showcase its collections at London Fashion Week is grounded in the strategic findings. The first finding is that this event offers a globally recognized platform. Further, meeting influential figures in the fashion industry becomes a pivotal opportunity for Burberry to reach a broad audience. The brand’s participation aligns with its goal of establishing a formidable international presence, a crucial event outcome (Elsharnouby et al., 2021).

Showcasing Innovation and Trendsetting. Findings suggest that London Fashion Week is a strategic opportunity for Burberry to present its latest designs, emphasizing its commitment to innovation. The event becomes a stage for new collections, positioning Burberry as a dynamic and influential competitor in the ever-evolving luxury fashion sector (Elsharnouby et al., 2021).

Industry Networking and Collaboration Opportunities. Burberry’s involvement in London Fashion Week presents findings linked to industry networking, building connections, and collaboration opportunities. The event provides a unique environment where the Burberry brand can establish and nurture connections with other well-known brands in the fashion world. Connection and collaborations with various global designers, artists, or industry professionals can foster creative businesses and increase Burberry’s influence in the consumer market (Hvass and Pedersen, 2019).

Real-Time Consumer Engagement. Another strategic finding is the potential for real-time consumer engagement during London Fashion Week. The event allows Burberry to connect directly with its audience on-site and through digital platforms. Social media engagement, live streaming, and interactive experiences create a dynamic channel for consumer interaction. This real-time engagement enhances brand visibility and allows Burberry to gauge immediate reactions and adapt to consumer feedback, fostering a sense of inclusivity and responsiveness.

Justifications of Event

Direct Communication through Marketing Spectacle. Burberry’s decision to participate in London Fashion Week is justified by its role as a powerful marketing tool. Key findings highlight that the carefully curated showcase spotlights Burberry’s latest designs and serves as a direct means of communicating the brand’s identity and values to a global audience. The immersive experience created during the event justifies the allocated budget for showcasing, venue, and set design (Elsharnouby et al., 2021).

Enhanced Brand Recognition and Desirability. The strategic decision to engage with a global audience at London Fashion Week is further justified by the potential returns on investment. This event’s role in facilitating brand recognition and desirability aligns with Burberry’s broader marketing and brand management strategy. Findings that the event contributes to solidifying Burberry’s position as a leader in the luxury fashion sector, setting trends, and influencing industry standards (Hvass and Pedersen, 2019).

Conclusion (Luxury Brand Management)

In conclusion, Burberry is a beacon of timeless elegance and innovation in luxury fashion. The Burberry brand has a heritage with modernity, exemplified by its iconic trench coats with the classic check pattern. Daniel Lee’s recent Spring-Summer 2024 collection at London Fashion Week showcased Burberry’s adept navigation of evolving trends and fusion of contemporary designs. This brand’s resilience, commitment to quality, and unwavering connection with consumers underscore Burberry’s relevance in the landscape of the luxury sector. Introducing new collections, collaborations, and brand equity, Burberry’s focus on adaptability in the fashion industry.

References

Atkinson, S.D. and Kang, J. (2021). New luxury: Defining and evaluating emerging luxury trends through the lenses of consumption and personal values. Journal of Product & Brand Management, 31(3), pp.377–393. https://doi.org/10.1108/jpbm-09-2020-3121 

Burberry Heritage (n.d.). Burberry heritage | Logo & trench history | Burberry® official. [Online] Row.burberry.com. Available at: https://row.burberry.com/c/burberry-heritage 

Dedeoğlu, B.B., Niekerk, M., Weinland, J. and Celuch, K. (2019). Re-conceptualizing customer-based destination brand equity. Journal of Destination Marketing & Management, 11, pp.211–230. https://doi.org/10.1016/j.jdmm.2018.04.003

Elsharnouby, M.H., Mohsen, J., Saeed, O.T. and Mahrous, A.A. (2021). Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement. Journal of Research in Interactive Marketing, 15(4), pp.571–591. https://doi.org/10.1108/jrim-05-2020-0107

Golob, U., Burghausen, M., Kernstock, J. and Davies, M.A.P. (2022). Brand management and sustainability: Exploring the potential for the transformative power of brands. Journal of Brand Management, pp.513–519. https://doi.org/10.1057/s41262-022-00293-7

Hvass, K.K. and Pedersen, E.R.G. (2019). Toward a circular economy of fashion. Journal of Fashion Marketing and Management: An International Journal, 23(3), pp.345–365. https://doi.org/10.1108/jfmm-04-2018-0059

Ishrak, S.M.H. and Mamun, M.H. (2022). The impact of various facets of customer-based brand equity on brand resonance. International Journal of Business and Society, 23(3), pp.1649–1673. https://doi.org/10.33736/ijbs.5194.2022.  

Jung, J., Kim, S.J. and Kim, K.H. (2020). Sustainable marketing activities of traditional fashion market and brand loyalty. Journal of Business Research, 120(4), pp.294–301. https://doi.org/10.1016/j.jbusres.2020.04.019

Ko, E., Costello, J.P. and Taylor, C.R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99(1), pp.405–413. https://doi.org/10.1016/j.jbusres.2017.08.023

Kunz, J., May, S. and Schmidt, H.J. (2020). Sustainable luxury: Current status and perspectives for future research. Business Research, 13(2), pp.541–601. https://doi.org/10.1007/s40685-020-00111-3

Langga, A., Kusumawati, A. and Alhabsji, T. (2020). Intensive distribution and sales promotion for improving customer-based brand equity (CBBE), re-purchase intention, and word-of-mouth (WOM). Journal of Economic and Administrative Sciences, 37(4), pp.577–595. https://doi.org/10.1108/jeas-03-2019-0041

Li, J. and Leonas, K.K. (2019). Trends of sustainable development in the luxury industry. Sustainable Luxury, pp.107–126. https://doi.org/10.1007/978-981-13-0623-5_6

Likoum, S.W.B., Shamout, M.D., Harazneh, I. and Abubakar, A.M. (2020). Market-sensing capability, innovativeness, brand management systems, market dynamism, competitive intensity, and performance: An integrative review. Journal of the Knowledge Economy. https://doi.org/10.1007/s13132-018-0561-x

London Fashion Week. (n.d.). London Fashion Week – Burberry. [Online] Available at: https://londonfashionweek.co.uk/designers/burberry

Marketing91 (2018). Top 10 Burberry competitors – Competitor analysis of Burberry. [Online] Marketing91. Available at: https://www.marketing91.com/top-10-burberry-competitors 

Mostafa, R.B. and Kasamani, T. (2020). Brand experience and brand loyalty: Is It a Matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), pp.1033–1051. https://doi.org/10.1108/apjml-11-2019-0669

NASDAQ (2023). Burberry’s London runway show was dominated by padded bags and blue-soled heels. [Online] Nasdaq.com. Available at: https://www.nasdaq.com/articles/burberrys-london-runway-show-dominated-by-padded-bags-and-blue-soled-heels

Tasci, A.D.A. (2020). A critical review and reconstruction of perceptual brand equity. International Journal of Contemporary Hospitality Management, 33(1), pp.166–198. https://doi.org/10.1108/ijchm-03-2020-0186

Team, G.O. (2023). How much do fashion shows cost? Glam Observer. Available at: https://glamobserver.com/how-much-do-fashion-shows-cost/  Time Now News (2023). Burberry’s new take on British heritage at London fashion week; runway show dominated by padded bags. [Online] Times Now. Available at: https://www.timesnownews.com/lifestyle/fashion/shows/burberry-new-take-on-british-heritage-at-london-fashion-week-runway-show-dominatedbypaddedbags-article-103788707

Leave a Reply