Marketing Strategies of Burberry: The Iconic Luxury Brand

Archana Karthikeyan Archana Karthikeyan Apoorva Bajj Apoorva Bajj
Jun 29, 2023 7 min read
Marketing Strategies of Burberry: The Iconic Luxury Brand

Burberry, the luxury fashion brand founded by Thomas Burberry in 1856, has undergone a remarkable evolution from its origins as a producer of waterproof fabrics to becoming a global symbol of opulence and sophistication. Offering a diverse range of personal accessories, footwear, and clothing, Burberry seamlessly blends high fashion with timeless appeal, catering to a broad spectrum of age groups and genders. With a formidable global presence and an unwavering dedication to superior craftsmanship, Burberry has captured a significant market share and achieved impressive sales growth. The brand’s iconic designs and innovative marketing strategies have firmly established its place in fashion history, forging a deep emotional connection with discerning consumers worldwide. Based in London and listed on the esteemed FTSE100 index, Burberry continues to shape the industry and redefine refined style through its rich heritage, expansive reach, and steadfast commitment to excellence.

Burberry – Target Audience
Burberry – Marketing Mix
Burberry – Marketing Campaigns
Burberry – Marketing Strategies

Burberry – Target Audience

Burberry has carved a niche audience of sophisticated, affluent people with a high disposable income. Its celebrity appeal and strategic store placements in densely populated, affluent, and tourist-attractive cities enhance its aura of exclusivity. By targeting the millennial generation, Burberry tailors its products to their evolving tastes and aims to establish long-lasting connections. With women at the forefront, Burberry captivates its audience through carefully curated stores and a focus on the millennial market, offering captivating fashion that enthralls luxury seekers.

Burberry – Marketing Mix

Renowned for its iconic trench coats and checkered patterns, Burberry has captured the hearts of fashion enthusiasts around the globe. Behind its success lies a meticulously crafted marketing mix that combines product excellence, strategic pricing, captivating promotion, and unparalleled distribution. Let’s delve into the world of Burberry’s marketing mix, where style meets strategy.


Burberry’s product mix is a diverse and comprehensive range that caters to various customer segments and preferences. Anchored by the iconic trench coat, the brand combines heritage and innovation by infusing trendy and fashionable elements into its designs. Their ready-to-wear collections for women, men, and children exemplify exceptional craftsmanship and attention to detail. Expanding into the beauty segment, Burberry offers makeup and skincare products that reflect the same sophistication as their fashion line. Accessories such as handbags, scarves, sunglasses, and fragrances complete the ensemble, allowing customers to express their individuality. Through this diverse product mix, Burberry solidifies its position as a global fashion powerhouse, satisfying the needs of customers seeking both timeless classics and contemporary trends.

Burberry - Range of Products
Burberry - Range of Products


Burberry’s price mix is centered around premium pricing, which aligns with its luxury positioning. The brand emphasizes exceptional quality and exclusive design to justify higher price points and create a sense of status for its customers. The trust and loyalty it has built enable Burberry to successfully command premium prices. The brand also offers a range of price points within its product mix to cater to a broader customer base. By carefully balancing pricing strategies with market dynamics and competitors, Burberry maintains its position as a prestigious luxury brand, appealing to discerning customers seeking both quality and prestige.


Burberry’s place mix encompasses physical and online channels to maximize its global presence. The brand strategically selects prime locations in major cities and upscale shopping districts to attract a wider customer base. Physical stores, like the flagship on Regent Street, offer captivating experiences with personalized services. Burberry’s online store provides convenience and accessibility, complemented by collaborations with third-party e-commerce platforms. This seamless integration across channels caters to evolving consumer preferences, solidifying Burberry’s position as a prominent luxury fashion brand.

Burberry Chicago Flagship Store
Burberry Chicago Flagship Store


Burberry employs a comprehensive promotion mix that combines traditional and modern strategies. It's packaging, with the distinctive brown paper bag and golden logo, reflects the brand’s luxury heritage. In-store technology and audiovisual displays create immersive experiences, while pop-up events and collaborations generate excitement and social media coverage. Partnerships with renowned photographers and influential personalities amplify Burberry’s global reach. Through high-class magazines and visual media, the brand effectively promotes its products. Burberry's promotion mix captivates audiences, communicates brand values, and drives sales.

Burberry Brown Paper Bag and Golden Logo
Burberry Brown Paper Bag and Golden Logo

Burberry’s marketing mix encapsulates the brand’s commitment to excellence and innovation. As the fashion landscape evolves, Burberry remains at the forefront, setting new standards and inspiring others to follow in their footsteps.

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Burberry – Marketing Campaigns

Burberry, the renowned luxury brand, has implemented three notable marketing campaigns that exemplify its innovative and engaging approach.

The Art of the Trench campaign invited customers worldwide to submit their photos wearing Burberry trench coats, fostering inclusivity and creating an authentic community.

Burberry - Art of The Trench

Burberry Acoustic merged fashion and music by featuring emerging musicians in exclusive acoustic performances while showcasing the brand’s clothing, appealing to a wider audience and reinforcing its association with creativity.

The Voices of Tomorrow campaign, in collaboration with Marcus Rashford, empowers youth and advocates for social change, combining Burberry’s fashion with Rashford’s message of hope. Through these campaigns, Burberry leveraged user-generated content, bridged diverse artistic fields, and connected with its audience on a deeper level.

Burberry – Marketing Strategies

Burberry, a renowned luxury brand, has consistently employed innovative and captivating marketing strategies to maintain its position as a global fashion powerhouse. Through a combination of unique initiatives and embracing digital platforms, Burberry has successfully engaged its audience and reinforced its brand image. This article explores seven of Burberry's top marketing strategies.

Brand Ambassadors

Burberry has strategically partnered with influential individuals to serve as brand ambassadors. Notable figures such as celebrities, musicians, and actors have showcased Burberry’s products, adding a touch of glamor and prestige to the brand. This association not only amplifies brand visibility but also taps into the ambassador’s fan base, expanding Burberry’s reach and attracting new customers.

Burberry and Ema Watson
Burberry and Ema Watson

Video Games

Burberry has embraced the world of video games as a digital marketing strategy. By collaborating with popular gaming franchises, Burberry has introduced virtual Burberry items and fashion collections within the games. This innovative approach not only appeals to the gaming community but also enhances brand recognition among a younger, tech-savvy audience.

B Surf a new interactive game from Burberry

Pop-Up Stores

Burberry has effectively utilized pop-up stores to create immersive and exclusive experiences for customers. These temporary retail spaces, often located in trendy locations or during special events, generate excitement and a sense of urgency. Limited-edition products and interactive installations further entice customers, driving foot traffic and fostering a memorable brand experience.

Burberry Pop-up Store
Burberry Pop-up Store

Social Media Engagement

Burberry has mastered the art of social media engagement, leveraging platforms such as Instagram, Facebook, and Twitter to connect with its audience. Through captivating visuals, behind-the-scenes content, and interactive campaigns, Burberry encourages active participation, cultivates brand loyalty, and creates a sense of community among its followers.

Runway Livestreams

Burberry was one of the first luxury brands to livestream its runway shows, allowing global audiences to experience the excitement of fashion week in real-time. By embracing digital platforms, Burberry extended its reach beyond the confines of exclusive fashion events, engaging a wider audience and generating buzz around its collections.

Artistic Collaborations

Burberry has collaborated with renowned artists and creative minds, blurring the lines between fashion and art. By incorporating unique artistic elements into its designs and campaigns, Burberry captivates attention, sparks conversation, and positions itself as a brand that celebrates creativity and innovation.

Personalized Experiences

Burberry provides personalized experiences through services like monogramming, tailoring, and beauty consultations. By offering tailored options, Burberry enhances the customer’s sense of exclusivity and individuality, fostering a deeper connection between the consumer and the brand.

Burberry - Personalization and Monogramming
Burberry - Personalization and Monogramming

Burberry’s marketing overhaul demonstrates the power of innovative strategies for any brand seeking to thrive in the modern landscape. By opening stores strategically in markets with existing competitors and embracing digital channels, Burberry transformed from a cliché luxury brand to a renowned innovator. This bold approach, contrary to industry norms, catapulted Burberry to global recognition as a British heritage icon. Marketers and start-ups can learn from Burberry’s story, embracing adaptability, risk-taking, and technology to stay relevant. By challenging conventions and carving their own unique identities, brands can navigate the evolving market landscape and achieve marketing excellence.


What is the target audience of Burberry?

Burberry has carved a niche audience of sophisticated, affluent people with a high disposable income. Its celebrity appeal and strategic store placements in densely populated, affluent, and tourist-attractive cities enhance its aura of exclusivity. By targeting the millennial generation, Burberry tailors its products to their evolving tastes and aims to establish long-lasting connections.

What are the marketing strategies employed by Burberry?

Below are the marketing strategies followed by Burberry -

  • Brand Ambassadors
  • In Video Games
  • Pop-Up Stores
  • Social Media Engagement
  • Runway Livestreams
  • Artistic Collaborations
  • Personalized Experiences
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