Burberry Active

 

Key Features: Luxury Active Wear Collection; with an emphasis on tennis, golf, and yoga.

 

Strategy: Wide Distribution & Accessible Pricing

 

Competitor: Stella & Jamie

 

Similarities: Both brands offer stylish yet consumer conscious active wear, but still produce other product lines as well.  

 

Differences: Burberry’s claim to the creation of gabardine; Stella & Jamie emphasizes a “relaxed California vibe”, Burberry Active targets the aspirational cliental – career woman or real housewife – this consumer has an irrational desire for fashion.