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1 Burberry Liberty London Collaboration in the UK Market By

2 Contents A Strategic Proposal for the Burberry Liberty London Collaboration in the UK Market ....................................................................................................................... 4 Introduction ............................................................................................................ 4 Net Profit of Burberry Worldwide from 2017- 2023 ............................................... 5 SWOT Analysis of Burberry .................................................................................... 6 key Competitors of the Burberry Brand in the UK ................................................. 6 Louis Vuitton ....................................................................................................... 6 Gucci .................................................................................................................... 7 Prada ................................................................................................................... 8 Zara ..................................................................................................................... 9 Balenciaga ......................................................................................................... 10 Brand positioning map .......................................................................................... 11 MACRO Factors Influencing Burberry in the UK ................................................. 12 Economic Factors .............................................................................................. 12 Social and Cultural Factors ............................................................................... 12 Technological Factors ........................................................................................ 12 Political and Regulatory Factors ....................................................................... 13 Environmental Factors ...................................................................................... 13 Proposed Collaboration: Burberry Liberty London .............................................. 14 Rationale for Proposed Collaboration ................................................................... 17 Relevance in the Competitive Landscape ............................................................. 17 Connection to SWOT Analysis .............................................................................. 17 Target Customer Appeal ....................................................................................... 18 Risks and Mitigation Strategies for the Proposed Collaboration ......................... 18 Risk 1: Dilution of Brand Identity ...................................................................... 18 Risk 2: Consumer Perception and Acceptance .................................................. 19 Risk 3: Supply Chain and Production Challenges ............................................. 19 Launching the Burberry x Liberty London Collaboration in the UK .................... 19 Overarching Theme: "Heritage Meets Avant-Garde" ........................................... 19 Teaser Campaign ............................................................................................... 19 Exclusive Launch Event ..................................................................................... 20 Limited-Edition Packaging ................................................................................ 21 Digital Look-book and Influencer Collaborations .............................................. 22

4 I n t r o d u c t i o n Founded in 1856, Burberry is a well-known luxury apparel company with a strong British history. Known for its recognizable trench coats, unique check pattern, and dedication to craftsmanship, Burberry has made a name for itself in the fashion industry as a representation of classic style and cutting-edge design (Cankurtaran and Beverland, 2020). On the other hand, Liberty London, established in 1875, is renowned for its storied department store and unique fabric designs, especially its elaborate floral and graphic prints. By skillfully fusing avant-garde aesthetics with tradition, the brand has carved out a distinct niche in the market and drawn in a varied consumer base that values artistic expression. As the project develops, it will examine potential areas of cooperation between Burberry and Liberty London, explore the connections between their respective brand identities, and suggest a line that speaks to the tastes and ambitions of UK consumers (Cankurtaran and Beverland, 2020). Following that, the marketing tactics to successfully launch and advertise this partnership will be explained, providing a road map for profitable market penetration and long-term client involvement. This research aims to analyze and suggest a workable partnership range for the UK launch of the "Burberry" brand. The main objective is to create a distinctive and appealing product range to strategically appeal to Liberty London and Burberry's discerning UK client base. The research also seeks to clarify suitable marketing strategies to position and advance this partnership in the cutthroat UK market.

5 (Ranouma, 2022) Net Profit of Burberry Worldwide from 2017- 2023 (Statista, 2023)

7 sophistication and status thanks to its tradition of flawless craftsmanship (Kaolawanich et al. , 2020). It is a sign of aspiration, drawing people who are looking for more than just fashion and want a timeless style statement. This is due to its finely manufactured items and iconic status. The influence of Louis Vuitton goes well beyond fashion; the brand is known for its timeless elegance and dedication to quality. Gucci Gucci is regarded as a true innovator in the fashion industry because of its unwavering pursuit of daring and avant-garde designs. By skillfully combining luxury with modern design, the brand creates a unique and varied appeal that makes it stand out. Renowned for its iconic designs and ground-breaking collections, Gucci appeals to many consumers, including those who desire a well-balanced mix of extravagance and avant- garde expression (Kaolawanich et al. , 2020). Gucci is a brand that constantly pushes the limits of traditional luxury with an avant-garde spirit. This creates a cultural resonance beyond simple fashion, becoming a symbol of bold self- expression and originality in the ever-changing world of style.

8 (Kazmi, 2009) Prada Prada is a leading force in the avant-garde, often associated with innovative and stylish designs. The brand, which has a contemporary and edgy aesthetic, continuously pushes the limits of conventional fashion and places itself at the forefront of innovation (Kaolawanich et al. , 2020). Prada's appeal is derived from drawing in customers with refined tastes in upscale, creative expressions, establishing itself as a leader in the always-changing realm of luxury fashion. With each bold and unique collection, Prada changes the course of modern fashion, cementing its position as a leading trendsetter with an unyielding dedication to creativity and a passion for pushing the boundaries. (Tri, 2022)

10 Balenciaga Leading the way in the fashion business, Balenciaga is well known for its cutting-edge designs and unconventional take on luxury. Under Demna Gvasalia's creative guidance, Balenciaga is a trailblazer who defies convention by fusing streetwear and high fashion. The brand's recognizable large designs and chunky sneakers have evolved into iconic representations of modern fashion. Boundaries are not an obstacle for Balenciaga; its audacious style and distinctive fashion statements captivate a global audience (Kaolawanich et al. , 2020). Balenciaga, representing a spirit of rebellion and modernity, is a premium fashion brand dedicated to innovation and pushing the boundaries of conventional design. (Tri, 2022)

11 Brand positioning map MACRO Factors Influencing Burberry in the UK Economic Factors As a high-end fashion label, Burberry is closely related to the state of the economy, which affects consumer spending on luxury goods (Gornostaeva, 2023). The UK's economic uncertainties and oscillations, including shifts in disposable income and general economic expansion, immediately affect Burberry's target market's purchasing power. For example, buyers may become more price-conscious during economic downturns, which could impact the market for luxury items. On the other hand, times of economic prosperity may lead to a rise in demand for high- end fashion items. Burberry needs to monitor these economic variables and adjust as necessary to stay on top of customer preferences and have a strong market position.

13 consider the regulatory and political landscape to minimize potential risks and take advantage of opportunities brought about by shifting political environments in the UK. Environmental Factors Sustainability of the environment is now a top priority for both authorities and consumers. Like other fashion labels, Burberry is under increasing pressure to address environmental challenges, such as sustainably lowering carbon footprints and sourcing materials (Von Pezold and Tse, 2022). Consumer attitudes about eco-friendly methods increasingly influence decisions on what to buy. Burberry's dedication to environmentally friendly fashion projects, such as avoiding dangerous chemicals and lessening their environmental influence, aligns with consumers' changing attitudes. In addition to being in line with social norms, embracing and advancing these environmental concerns enhances Burberry's reputation as an ethical and progressive premium fashion company.

14 Proposed Collaboration: Burberry Liberty London (G, 2017) The iconic venue known for its rich history and unique prints, Liberty London, will collaborate with Burberry, a shining example of British luxury fashion, in an exciting new venture (Fuhg, 2021). Through this partnership, Burberry's classic elegance and Liberty London's unique, creative vibe will be combined to create a look that will appeal to people all over the world who are passionate about fashion. Known for its Tudor-style front, Liberty London is a historic flagship shop that has long been a destination for people looking for distinctive and creative designs. Liberty London is well-known for its iconic floral and graphic patterns and has a history of working with prestigious brands. It is an appropriate partner for Burberry's foray into new creative endeavours.

16 target market (Fuhg, 2021). This partnership, which combines the histories of Burberry and Liberty London, seeks to pique the interest of customers who value the marriage of sophistication and eclecticism in their wardrobe selections. Burberry honours its British heritage through this partnership with Liberty London and forges ahead into a territory where custom meets cutting-edge innovation. The intended range is more than just an assortment of clothes; it's a story that connects the tales of two recognizable brands, each promising a fashion experience that breaks down barriers and appeals to the sophisticated taste of the contemporary. (Kazmi, 2009) Rationale for Proposed Collaboration The suggested partnership between Burberry and Liberty London uses the SWOT analysis's strengths and is strategically matched with macroeconomic developments (Fuhg, 2021). The partnership provides a responsible way to deal with economic issues when the UK economy fluctuates by broadening the brand's product line to appeal to a wider range of consumers. As seen by the cultural elements impacting the brand, Burberry can meet the growing customer desire for distinctive and customized fashion expressions thanks to its collaboration with Liberty London, a company renowned for its creative and eclectic designs.

17 Relevance in the Competitive Landscape Collaboration has become a major trend in the fast-paced world of luxury fashion, where brands like Gucci and Prada always reinvent their products. The cooperation proposal aligns with the evolving consumer trends in the UK market, prioritizing sustainability and a quest for uniqueness. Through the partnership, Burberry will be able to reach a larger audience through digital channels where its competitors are also present, in line with how technological innovations are altering consumer engagement ( Fashion Communication in the Digital Age , 2019). Being flexible is essential to remaining competitive in the quickly changing fashion sector. Connection to SWOT Analysis The teamwork mitigates potential flaws identified in the SWOT analysis. Working with Liberty London, a well-known brand with a distinct personality, allays worries about brand dilution and the possibility of losing exclusivity ( Fashion Communication in the Digital Age , 2019). The collaboration skillfully combines the avant-garde style of Liberty London with Burberry's classic elegance, maximizing both brands' qualities. This synergistic strategy ensures that the partnership improves Burberry's overall reputation, not worsens it. Target Customer Appeal The suggested partnership is designed to appeal to many clients who value blending traditional and modern aesthetics. The cooperation targets a market niche interested in artistic expression and distinctive designs. The partnership is relevant to consumers who care about the environment, as sustainable fashion is becoming increasingly popular ( Fashion Communication in the Digital Age , 2019). The partnership guarantees that Burberry stays ahead of the curve in fulfilling the changing demands of its target demographic while also catering to the changing preferences of the UK consumer.

19 build a strong supply chain management system to get around this (Shin and Kang, 2020). This entails choosing trustworthy production partners, putting strict quality control procedures in place, and keeping open lines of communication with suppliers and cooperative teams. To ensure that the partnership keeps on track and fulfils production timelines, contingency measures, including alternate suppliers or production facilities, will be in place to address unforeseen issues promptly. Launching the Burberry Liberty London Collaboration in the UK Overarching Theme: "Heritage Meets Avant-Garde" Burberry will coordinate a multifaceted launch approach that combines Liberty London's avant-garde look with the brand's iconic elegance to reveal the partnership. "Heritage Meets Avant-Garde," the overriding theme, captures the collaborative effort's synergy. Teaser Campaign Start with a mysterious teaser campaign on social media that incorporates recognizable aspects from both businesses (Shin and Kang, 2020). Please give them a sneak peek at the collaboration pieces and thought-provoking commentary to pique their interest and build anticipation. For example, an intriguing teaser may be a mysterious photo showing the combination of Liberty London's unique patterns with Burberry's recognizable check pattern (Kazmi, 2009).

20 (Kazmi, 2009) Exclusive Launch Event Organize a private debut party at a landmark location in London that combines Burberry's refinement with Liberty London's creative vibe. To generate buzz, invite celebrities, influencers, and fashion insiders (Shin and Kang, 2020). The exhibit chose installations highlighting the joint designs and how traditional and cutting-edge elements are combined. Take expert pictures and videos of the event to preserve it for global digital distribution (SoloTravelStory, 2022). (SoloTravelStory, 2022) Limited-Edition Packaging Create unique packaging with a shared brand for the partnership line. In addition to adding to the product's