Legacy Retailer Reinvention - Burberry

• Key Takeaway: This was a 2-part group project established in my retail management class during my spring quarter in 2023. Our group was asked to revitalize/reinvent a designer brand's overall retail strategy, and we chose to analyze Burberry.

• Objective: Students will be exposed to current retail formats, students will learn fundamental terms and concepts in marketing and retailing operations, students will be exposed to contemporary retail forms, and students will examine consumer behavior and how it determines retail strategies.

• Scope: Students will work in groups to select a legacy retailer (founded before 2010) and devise two strategies to grow/revitalize their business. This will include a clear picture of the brand's target customer, the retailer’s state of the industry, and the rationale of why you believe these would be the most effective strategies.

• Additional Notes: This was a group project split into two parts. The work that I was responsible for creating included the following:

• Part 1; Financial History, Financial Trend Analysis, and the Perceptual Map.

• Part 2; Considerations and Challenges and the New Consumer Persona

  *This is a large file. Please view the file separately to view the complete project.