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-louis vuition gettign bigger
- not enough stores in smaller cities
- still associated with crimes/chavs

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-not accessible to the working class
- damaged name
- knowing with chavs

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- well established brand
-strong celebrity endorsement
-instantly recognisable brand

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Originally Burberry target audience was menswear but they had a dominated female target audience. They wanted to target people who were around 26 years old because some of they would have had a sustainable job and a good income so that they would be able to afford their clothes. They also have their own children's range so they would appeal to some parents. However their brands also appeal to 65 year old because of how classic some garments are.

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 who are Burberry competitors and what separates burberry from their competitors? 

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 who are Burberry competitors and what separates burberry from their competitors? 

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The brand’s point of difference with other luxury brands is that they could be luxury, inspirational, and functional. Burberry decided they were going to reach these customers from both ends.  Labels of Polo Ralph Lauren and Giorgio Armani on the apparel side, and between Coach and Gucci on the accessories end.

Coach held 6% of the accessories share and in a price comparison. This does not however reflect Coach’s marketing positioning. Coach is just simply more affordable and more accessible to the general population. Even so Gucci’s marketing position is towards luxury accessories. They captured 12% of the accessory market share and were the highest priced brand for accessories.

Polo was a number two in the top luxury brands they captured the most market share for apparel, however, lower priced than Burberry. but the  brand has great brand equity . Armani, another competitor of Burberry, placed 8th in the top 10 global luxury goods. While Armani really only focuses on apparel, the brand still maintains a strong luxury position.

Overall Burberry doesn't just sell clothing, they sell accessories  is well and manage  to keep their prices up and maintain a luxury standard which makes them better than their competitors because their doing what they do and more which ranges Burberry out to more customers .

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Burberry own 498 stores in 48 countries that are located in large populated areas so they would get more customers. They have the stores in ideal places because of how many people travel and what places that they think their target audience would travel to. They have 11 stores in London because of how popular it is.

They also have online shopping which is great for people who don't like to spend a long amount of time in stores. Nevertheless most Burberry customers go into stores because  of the way they are treated. ����

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Burberry's targets customers  who want luxury clothes while being functional. . Burberry primary collections: womenswear, menswear, and accessories. With so many different products offered in different collection and the fashion vs. continuity of Burberry products the product mix is very great. This contributes to the positioning of the Burberry brand. Burberry has received awards for the Contemporary Design Collection of the Year and the Classic Design Collection of the Year. This shows how diverse the Burberry brand is and that they aim their clothes at rich and wealthy people, but in some cases try be diverse so some second class people can afford certain items.