Burberry Plc

The fashion system- MK1006                                                                             Submission: WK9, April 8th

Introduction
Burberry PLC, a luxury fashion founded by Thomas Burberry in Basingstoke, England in 1856. Manufacturing clothing, fragrances and fashion accessories, its characteristic tartan pattern has become one of its most widely imitative trademarks.   Burberry PLC, renowned for its iconic trench coat, has become a staple in the history of British fashion. (Burberry PLC , N.D), With 131 mainline stores, 262 concessions within department stores and 47 outlets, as well as digital commerce in 27 countries (Burberry PLC, N.D). The company has branded stores and franchises around the world, and also sells through concessions in third-party stores.  In addition, Burberry’s philosophy seems very relevant for today as it was in 1856. ‘Since its foundation in 1856, Burberry has sought to achieve the very highest quality standards. This focus is an integral part of the brand and informs ongoing efforts to ensure that Burberry is recognised as much for operational excellence as it is for its luxury products. Putting Corporate Responsibility at the heart of Burberry's business practices is a key part of this philosophy, and speaks to the heritage and longevity of the brand as well as its pioneering spirit.’ (Burberry UK, 2010).
Micro- environmental analysis
In May 2001 Christopher Bailey joined the Burberry PLC group as creative director (the times, 2009) and later in November 2009 became chief creative director (Vogue, 2009) Bailey has altered the philosophy of Burberrys’ designs to as follows; “A luxury brand with a distinctive British sensibility, strong international recognition and different values that resonate across a multi-generational and dual-gender audience.” (fashiontravler,N.D)   Creating a greater focus on the younger segments of the market, he has been credited for the transformation of Burberry PLC, and for the $167million in...