Case study:
BURBERRY
, 1. Describe Rose Marie Bravo’s
approach when she arrives in Burberry
• 1997: Rose Marie Bravo arrives at Burberry
• Main goal: renovate and reposition the brand
• More modern and up to date image
• Repositioning: from an old and dusty brand into a
luxury lifestyle brand
• No compromise on core brand values
• Brought a wind of freshness, by hiring a new team of
managers; focus on consumer market trends
• Analysis of luxury market
• Change in the name: from Burberry’s to Burberry
• New logo and packaging design
All of these changes reflected a new and more
modern attitude, which succeeded in attracting a
younger audience
, 2. What were the core values of
Burberry at that time?
• British heritage
• Timeless style - neither too classic nor too
fashion forward
• High quality
• Functional clothes
BURBERRY
, 1. Describe Rose Marie Bravo’s
approach when she arrives in Burberry
• 1997: Rose Marie Bravo arrives at Burberry
• Main goal: renovate and reposition the brand
• More modern and up to date image
• Repositioning: from an old and dusty brand into a
luxury lifestyle brand
• No compromise on core brand values
• Brought a wind of freshness, by hiring a new team of
managers; focus on consumer market trends
• Analysis of luxury market
• Change in the name: from Burberry’s to Burberry
• New logo and packaging design
All of these changes reflected a new and more
modern attitude, which succeeded in attracting a
younger audience
, 2. What were the core values of
Burberry at that time?
• British heritage
• Timeless style - neither too classic nor too
fashion forward
• High quality
• Functional clothes
