📢 Burberry just had its second profit warning of the year. It announced the departure of the CEO and appointment of a new one.
👎It seems that the strategy of going more "up-market" was the wrong one to follow against the tricky economic backdrop of the last few years.
🤔 The problem is that, expensive though Burberry's products are for most people, it's not quite got the same cachet as brands like Hermès and Chanel, for instance. This means it's not quite top end - where customers are so rich that they are insulated against struggling economies - whilst it occupies that area of being expensive and being exposed to customers who normally DO have money but aren't feeling all that flush at the moment. Other brands in this expensive-but-not-quite-top-top-end bracket include companies like Mulberry, who are also suffering at the moment.
🧐 Also, I think that it's very difficult for fashion brands to transition upwards because they will always have that previous baggage and customers in this segment can be quite snooty, which makes elevation quite difficult and very time-consuming.
💡 So what's the solution? I think it needs to double-down on the crowd-pleasing products that people want - but more than anything I think it needs to define its core customer and do its utmost to give them what they want and not get distracted by a battle they won't win (going up-market). HOWEVER, IF they want to elevate the brand, then I think that the best way to do this is to create a sister "exclusive" brand (Toyota has Lexus, right??) and give it a separate identity that has no baggage. They have done this before to some extent but perhaps it's time to have another go...
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Other stories today include the Fed hinting at a rate cut, Trump's new running mate, energy suppliers pushing for green tax changes, Jaguar cutting all but one of its petrol cars, trouble in luxury, Goldman Sach's profits, Slaughter and May ploughing its own furrow and UK private schools braced for impact...
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