The paper "Marketing Planning and Promotion at the Luxury Fashion Businesses" is a perfect example of a case study on marketing. The luxury fashion businesses have become global companies which are worth more than about 220 billion pounds (Peng and Chen, 2012). Following the continuous emergence of the new luxury players and markets, it becomes imperative for these brands always to be ahead and stay ahead when it comes to their strategy and style. Burberry, which is categorized as a luxury business strives to do this. Burberry is a company that is widely known for producing functional outerwear and has a brand value that has reached 2.5 billion pounds (Peng and Chen, 2012).
For Burberry to get to where it is currently, marketing and promotion have played a central role in it. This company is categorized in the apparel industry and produces various products ranging from accessories, footwear, as well as clothing. Burberry has experienced numerous challenges in its marketing and promotion strategies for the different products that it produces (Peng and Chen, 2012). Following this, the report will establish a marketing and promotion plan specifically for Burberry clothing. Industry Analysis As documented above, Burberry clothing is categorized in the apparel industry since it is a firm that undertakes to design as well as sell accessories, footwear, and clothing (Robinson and Hsieh, 2016).
Just like the other companies in this industry, the Burberry clothing product line has both the retailers and wholesalers' operations. This industry is highly competitive and fragmented. Additionally, in this clothing industry, various major players exist, but still, numerous private companies and niche stores are present which aim at catering to the particular demographics (Robinson and Hsieh, 2016).
In this industry, the various foreign businesses and the general merchandisers result in even more competition in this industry. Following this, the businesses that exist in this sector, Burberry being one of them, are required to be highly efficient and nimble so that they could ensure that they thrive in the industry (Robinson and Hsieh, 2016).
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