Ce’Erica Roland Ferguson Buying Simulation Term Project

FASM 245Winter 2016

About Burberry

➢ Established in 1856 by Thomas Burberry, age 21.

➢ Brands focus was outdoor wear.

➢ In 1879 Thomas Burberry invented gabardine.

➢ In 1901, Burberry was commissioned by the War Office to design a new service uniform for British officers.

➢ Many explorers made history outfitted in Burberry.

➢ The Burberry check trademark, was introduced as a lining to the trench coat in 1924.

➢ Now known as Luxury british heritage brand

Burberry Target Market Young Professional (18-30),

disposable income, Fashion conscious

“Britishness”

Product Categories

women’s wear | men’s wear | children’s wear

Product Categories

accessories | shoes | bags | house and home goods | fragrance | beauty

THE ART OF THE TRENCH “Those raincoats, a 95-year-old fashion icon, remain Burberry’s best-selling item, and Ms. Ahrendts — who now runs the company — is hoping to move the quintessentially British brand into the age of the Internet to attract a new generation of shoppers.”-New York Times

➢ Worn in every weather➢ Staple product of the brand➢ Iconic British Heritage➢ versatile for both women and men

Competition

(Luxury Brands)

CoachEst. 1971, New York

Ralph Lauren

Est. 1967, New York

ArmaniEst. 1974, Italy

GucciEst. 1921, Florence

About

➢ Founded in 1887 by 16-year-old John W. Nordstrom from Sweden ➢ With $13,000 from a gold-mine John and Carl Wallin started a shoe store.➢ By the 60’s the company grew to be the largest shoe store in the company➢ Ventured into women's apparel in 1963 and men’s and children's wear came in 1966➢ 1968 the brand was handed to the 3rd generation, who renamed the store from

“Norsstrom’s Best” to ”Nordstroms INC.”➢ Was the first to gain exclusive partnerships setting them apart from other retailers in the

luxury shopping experience. such collaborations include being the first to sell Topshop Topman an exclusive British brand.

➢ Today Nordstrom operates 323 stores located in 39 states and Canada.. Nordstrom serves customers online through Nordstrom.com, nordstromrack.com and private sale site HauteLook. The company also owns Trunk Club, a personalized clothing service that takes care of customers online at TrunkClub.com and its five clubhouses.

Nordstrom Target Market Suburbia career Mom (35-50),

Disposable income, Family shopper

“Luxury Shopper”

Visual Display + Merchandising plan

Visual Display + Merchandising plan

Buying Plan Highlights

➢ Jackets + Scarfs ➢ Peak sales in December (holiday

shopping season) ➢ More jackets and less scarfs in

October, more scarfs and less jackets in December.

➢ Allocation for 5/118 stores in GA➢ 60-70% Markup average

Jackets + Scarfs

Spike sales in

October Assortment Plan

October Assortment Plan

October Assortment Plan

November Assortment Plan

November Assortment Plan

November Assortment Plan

December Assortment Plan

December Assortment Plan

December Assortment Plan

6 MONTH PLAN

PROMOTION

Personalise yoursAll styles are available to monogram as part of our in store and online personalisation service, ideal for gifting. Our cashmere scarves can be monogrammed with up to three letters in over 30 complementary and contrasting thread colours. Initials can be embroidered in one of two different font sizes for complete personalisation.

Sources ➢ "Nordstrom History." Nordstrom. N.p., n.d. Web. 23 Feb. 2016.

➢ "The Foundation." Burberry Foundation. N.p., n.d. Web. 23 Feb. 2016.

➢ "Reference for Business." Nordstrom, Inc. N.p., n.d. Web. 23 Feb. 2016.

➢ "History and Background of Burberrys." History and Background of Burberrys. Fragrancex, n.d. Web. 04 Feb. 2016.

➢ "Heritage | Burberry." Heritage | Burberry. N.p., n.d. Web. 03 Feb. 2016.

➢ "Burberry: Social Media's Luxury." ISYS6621 Social Media for Managers. N.p., 09 Dec. 2014. Web. 04 Feb. 2016.

➢ Morg, Trevor. "Snapchat Partners with Burberry to Premiere Fashion House’s next Collection." Digital

Trends. N.p., 17 Sept. 2015. Web. 04 Feb. 2016.

➢ Savor, Team Eat Love. "The History, Heritage and Commitment of the Luxury Brand, Burberry." EAT

LOVE SAVOR Luxury Lifestyle Magazine Luxury Beyond Possession. Team, 24 Feb. 2012. Web. 04 Feb. 2016.

➢ "Burberry Case Study." Lauren M Jacobson. N.p., 04 May 2008. Web. 24 Feb. 2016.