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Preppy Girls

Barbara van Stigt, Olivia Llagostera, Maria Eugenia Errobidarte

Friday, 5 February 2010

BRAND STRATEGY ANALYSIS


BRAND'S TARGET


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.


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


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


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


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


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


Target 1Drivers: Self Confidence, Brand Logo & Brand Status

Type of Buying:

Rational - Seasonal

Un Rational - Impulsive

ShoppingDrivers


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


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


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.


Target 2

Classic Mixed with Mainstream.

Is Influenced by trends but has really got an established style.

Fashion Dependance


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.


Target 2

Drivers: Self Confidence, Quality, Exclusivity, Brand Status and Brand Logo for Accessories.

Type of Buying:

Rational - Seasonal

Un Rational - Impulsive

ShoppingDrivers


Day Wear Weekend


Day Wear School Day


Evening Wear


BURBERRY


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.”


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


http://www.burberry.com

http://www.burberry.com

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


BRAND POSITIONING


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


Positioning+ Brand Status

- Brand Status

- Fas

hio

nab

le+ Fash

ion

able

La Martina

Ralph Lauren

Lacoste

Tommy Hilfiger

Burberry


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


Positioning+ Quality

- Quality

- Fas

hio

nab

le+ Fash

ion

able

Chloe

Ralph LaurenMarc Jacobs

Massimo Dutti

Burberry


BRAND VALUES


Values

- Tradition

- Quality

- Logo

- Durability

- Classical

- British - Reserved Posh

- Brand Awareness / Brand Recognition


Target Observations


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


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


RETAIL STRATEGY ANALYSIS


LOCATION


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.


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


SPACE MANAGEMENT


WINDOW

Staircase Staircase


Furniture = Stopper

Cashier = Stopper

Column = Stopper

Mannequin = Stopper

Mosaic Floor

Carpet


UPSTAIRS

Menswear

Children


Cold Areas

UPSTAIRS MEN & KIDS

UPSTAIRS MEN & KIDS


Cold Area

Warmed Up Areas

*

*

X

X

X

Cashier

Fitting Rooms

PRORSUM

RAINWEAR

SHOES

ACCESSORIES


Shelves

Carpets

Accessories

Prorsum

ShoesSports

RAINwear

Prorsum + Basics

Racks


Natural CIRCUIT


FORCED CIRCUITNo Sign explaining what products can be found upstairs atStaircase B- Only in Staircase A this is explained

A

B


CATEGORY MANAGEMENT


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


IN STORE COMMUNICATION


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)


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)


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


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


Windows


Windows

65


Windows

7 8


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


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


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


Mystery Shopping

Greeting

Waiting Time

1st name terms

0 2 4 6 8 10

GREETING

Perfect timing to greet, a formal but welcoming greeting


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


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.


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.


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.


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!


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%


- Find what they are looking for?

Depends on what you are looking for

- Move around with freedom? 80%


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



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


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


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


Change in Area - Make it Warmer

RA

IN W

EARWOMEN BASICS

SPORTS

SHOES

PRORSUM

SCARVES

Replacement of “Stopper”

Free Space


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


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