Burberry Has Made A Lot Of Efforts To Enhance Brand Attractiveness.

Many luxury brands have come up with countermeasures in the face of the downturn in the Asian market.

Luxury goods group Burberry recently announced that all product lines would be returned to an individual in order to enhance brand attractiveness. Of course, they did more than that.

Brand CEO and creative director

By the end of 2016, Boboli will phase out Prorsum, London and Brit product lines and put them under one brand, so that consumers can better understand the value of the brand.

Bailey also said that the new brand named Burberry will focus on the British roots of the company and emphasize its design and development in London.

"We believe that this will provide our customers with a more concise and intuitive image," Bailey said. "This is not just a facade.

This is a tremendous change. "

At the same time, Burberry will also invest in a new factory in Liz, UK, and part of the windbreaker will be moved back to the UK to make it. Leeds

The amount of investment exceeds 50 million pounds (about 7700 million US dollars), providing conditions for the company to produce more trench windbreaks, and will create job opportunities for 1000 people.

The statement was released in the month of Bo Bailey announcing the second consecutive year of declining profits due to the sluggish Asian market.

When China and Hongkong market weak demand makes all

When manufacturers are suffering, Bo Boli's position is more unfavorable.

The profit of 30% of the 1995 pound trench coat makers, which is sold for 1995 pounds, comes from Chinese consumers, while Japan accounts for only 2% of its revenue, although many Chinese go shopping.

In August of this year, Burberry plans to pform its Japanese brand for special purpose.

"At Burberry, we are committed to providing the most clear brand image.

This enables our customers to have an uninterrupted experience in Burberry whenever they want to shop.

Christopher Bailey, chief creative officer and chief executive officer of Burberry, said.

At the end of 7 this year, Burberry also operates two non luxury accessory lines, Burberry Blue and Burberry Black, in Japan.

The design of these products is completely separated from the rest of the world and the price is lower.

This is obviously contrary to the luxury positioning of the brand.

In September of this year, Burberry launched a music channel with Apple, becoming the first luxury brand to appear on Apple Music.

Although Burberry seems to have nothing to do with the music industry, music has long been targeted by Burberry. Bailey said: "music can attract more young people and help spread the core information of the brand."

And this time to join Apple Music, Christopher Bailey said this is the extension of the Burberry Acoustic, which was created by the brand 5 years ago.