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Burberry Product Portfolio Overview

The document outlines Burberry's product portfolio across various labels including accessories, men's and women's apparel, children's apparel, and beauty products. Accessories such as bags, shoes, and scarves generate the highest margins. Trench coats are the heritage and highest priced items. The portfolio is analyzed using the Boston Consulting Group matrix, identifying trench coats and outerwear as stars due to their large market share in a fast growing segment. Scarves and fragrances are cash cows with an established position in a mature market. Accessories are a question mark with opportunity for growth, while children's apparel and beauty products are considered dogs with a small market share in mature industries.

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Saroj Javeri
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519 views5 pages

Burberry Product Portfolio Overview

The document outlines Burberry's product portfolio across various labels including accessories, men's and women's apparel, children's apparel, and beauty products. Accessories such as bags, shoes, and scarves generate the highest margins. Trench coats are the heritage and highest priced items. The portfolio is analyzed using the Boston Consulting Group matrix, identifying trench coats and outerwear as stars due to their large market share in a fast growing segment. Scarves and fragrances are cash cows with an established position in a mature market. Accessories are a question mark with opportunity for growth, while children's apparel and beauty products are considered dogs with a small market share in mature industries.

Uploaded by

Saroj Javeri
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
  • Product Portfolio Overview
  • Product Segments
  • Beauty Product Introduction
  • Product Potential and Market Positioning

BURBERRYS PRODUCT PORTFOLIO

LABELS

ACCESSORIES
Bags- Ranging from 500 to
15000
Shoes
Scarves (highest margin product)
Small Leather Goods
Large Leather Goods (20 % of
total co. revenues)

Mens Apparel

Trench Coat (Heritage)


i. Short Length- 995
ii. Mid-Thigh length1,095
iii. Full-length- 1,195
Trench Coat (Seasonal): 4951,395
Jackets
Quilts and Puffers
Formal and casual Shirts
Shorts and Trousers
Polos and T-shirts
Underwear: Briefs and Boxers
(22-70)

Womens Apparel

Trench Coat
i. Short Length- 995
ii. Mid-Thigh length- 1,095
iii. Full-length- 1,195
Jackets
Quilts and Puffers
Dresses
Skirts and Trousers
Polos and T-shirts
Swimwear

Childrens Apparel
Three Segments
i. Baby (0-3 Years)
ii. Girl (0-14 Years)
iii. Boy (0-14 years)
Miniature versions of Brands Adult
apparel and Accessories
One piece playsuit and Jumper
Gift sets

Beauty

A relatively new entry into the portfolio


Currently includes:
i. Make up
ii. Womens Fragrance
iii. Mens Fragrance
First Store that caters to this category is in London opened in
December 2015

PRODUCT PROTFOLIO AND POTENTIAL


GROWTH
RELATIVE
MARKET SHARE

HIGH
LOW

MARKET GROWTH RATE

HIGH

LOW

STAR
Trench Coat
And
Outerwear

CASH
COW
Scarves
And
Fragrances

QUESTI
ON
Accessories
MARK

DOGS

Childrens
Apparels
and
Beauty

STAR: The trench coat is the star of Burberrys products since it has a
large market share in a fast growing clothing segment. Indeed,
there is no other outwear clothing that has the prestige of the Trench
Coat. It generates cash, but because the market is growing rapidly it
also requires investment like revivals to maintain its lead. Hence, this is
the most important category.
QUESTION MARK: Accessories are Burberrys question mark.
Indeed, although it stands for 40 percent of Burberry revenue, this
business unit has a small market share in a high growth segment.
It requires resources to grow and come up with an it bag to achieve
the star status. This is the secondary important category, as it has
immense growth opportunities.
CASH COW: Accessories such as scarves and fragrances are
Burberrys cash cows. Indeed, no other fashion brand have scarves,
which are as highly recognized, and that are such an entry-level
product in a mature, slow growing segment. The fragrances are
well established too. They require little investment and generate cash
that has been used to develop other product lines like clothing.
DOGS: Licenses products like eyewear, watches, childrens
apparels and so on have a small market share in a mature
industry. Although, it doesnt require substantial cash, but it ties up

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