Burberry in the Bravo Era Essay

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Burberry's Progress In The 1997-2007 Era -- Case Study Analysis

While Burberry has been renowned as a luxury brand for the last few decades, the company's condition during the nineties proves that the masses are likely to ignore such a firm as long as it fails to raise public awareness through its personality. Being exclusivist can have drawbacks and Rose Marie Bravo actions as a CEO addressed this issue in particular. Bravo basically emphasized the need to reach out to the general public and interact with a market that was already accustomed to purchasing luxury products. The fact that Burberry was already established in this industry alongside of Bravo's ambition made it possible for the company to experience rapid progress during the 2000s, as these two factors provided the general public with the opportunity to observe the institution's values.

Burberry certainly proved that it has the capabilities to occupy a significant position in luxury markets and considering the success it is currently experiencing, it would be safe to say that it provides fierce competition in front of companies like Louis Vuitton and Ralp Lauren. By getting actively involved in the sales of its products internationally, the company started a process of reinventing its strategies, ultimately becoming a player that was able to keep its position while attracting new customers who previously could not identify with the brand.

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Analysis of the case

To a certain degree, Bravo's success is likely owed to the fact that she brought a fresh attitude to the company -- she acknowledged the fact that, although loyal, many of the company's customers had lost understanding of its key values. As a consequence, markets around the world also started to perceive the company as providing products that were only aimed at particular individuals, as it was apparently not as complex as other luxury brands.

While some might be inclined to believe that Bravo risked greatly when deciding to take a route that Burberry was not familiar with, the reality is that she simply saw the brand's potential. She was able to determine that Burberry was not necessarily designed to accommodate a niche market, as its products had a name that made it possible for them to be appreciated by the general public. Bravo's description of one of the first marketing campaigns (1998) during her presence at Burberry perfectly emphasizes the new attitudes she wanted to portray: "All we had were….....

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