Burberry Prorsum
Key Features: Runway Fashion & High-End Couture
Strategy: Exclusive Distribution & Prestige Pricing
Competitor: Prada
Similarities: Strong Core; Burberry’s signature apparel, and Prada’s leather. Each consists within a minimalist design, and emanate a runway couture style.
Differences: The iconic checked pattern exclusive to Burberry & Prada’s lack of ecommerce accessibility which Burberry capitalized on.
Burberry London
Key Features: RTW; This collection is described as the “tailored collection, typically what a customer wears on a weekday to work.”
Strategy: Limited Distribution & Premium Pricing
Competitor: Giorgio Armani
Similarities: Stylish, fashion forward, and only available at certain geographic locations.
Differences: Burberry projects the classic British aesthetic, and capitalizes on the signature tartan pattern. Giorgio Armani has global recognition for his suits, which have become immortalized through movies such as American Gigolo and Wolf of Wall Street.
Burberry Brit
Key Features: Casual Wear, Accessories, and Perfumes
Strategy: Wide Distribution & Accessible Pricing
Competitor: Polo Ralph Lauren; centered more towards clothing, though they may captured the market at a higher share, the apparel is distributed at a lower price point.
Similarities: Target of younger customers; aspirational cliental who strive to one-day shop the prestige line of their favored label. Both brands offer perfume and accessories
Differences: Burberry is not part of a multi-brand group; however, Burberry differentiates with their production of cosmetics. Polo Ralph Lauren exists among twenty-plus brother and sister labels within the Ralph Lauren corporation; Burberry exists among three.