You are required to answer the following questions: The article tells us that Burberry intends to go more up-market.

You are required to answer the following questions:

1. The article tells us that Burberry intends to go more up-market. Explain the relevance and importance of positioning and repositioning for marketers. What are the implications for the performance of the business if such a move is successful? (40%)
2. In the case of Burberry, demonstrate by means of a positioning map, how the positioning of the brand will change as result of this process. In presenting map, also identify where on the map the following brands would be located: Gucci and Primark (30%).
3. Provide two methods which brands such as Burberry might use to achieve repositioning. (30%).

Designer brand positioning

For Burberry, accessories represent 37% of total group revenue, with sales in the category increasing by 10% during the first half of 2017. Products that performed well were handbags and small leather goods. Full-price sales for bags increased 16% for the year ended 31 March 2017 driven by new launches such as the Bridle and Buckle bags and more novelty in more 

Designer Fashion - UK, November 2017

Specialists and their retail offering

Digital activity