Burberry Buying Report: Distribution Strategy Analysis in China and the UK

This report provides an in-depth examination of Burberry’s distribution strategy in China and the United Kingdom, analyzing key differences in these markets through a SWOT analysis and positioning map. The research explores retail performance, consumer characteristics, points of sale, demographic analysis, product mix, customer experience, and visual merchandising in both regions. The report concludes with strategic recommendations and conclusions based on findings.
Primary research methods include surveys, focus groups, webinars, and in-store interviews, while secondary research utilizes websites, articles, magazines, WGSN, and SimilarWeb.

SKILLS APPLIED: Comparative market and distribution strategy analysis, consumer demographic analysis, strategic retail planning, data collection and primary research strategic problem solving.

Duration: October 2024- December-2024.

Project type: Individual Project.

Objective: The objective of this project was to conduct a comprehensive analysis of Burberry’s distribution strategy in both China and the United Kingdom. This included examining the brand’s retail performance, consumer behavior, points of sale, demographic characteristics, product mix, customer experience, and visual merchandising in these two key markets. The goal was to identify key differences and propose strategic recommendations to optimize Burberry’s distribution and marketing efforts across these regions.

Challenges Faced:

Analyzing diverse retail environments and customer behaviors in two distinct markets: Understanding the differences in consumer expectations, shopping habits, and distribution channels in China versus the UK required extensive market research and cross-market comparison.
Adapting Burberry’s strategies to local cultural and economic factors: The challenge lay in balancing Burberry’s global brand identity while tailoring strategies to the unique cultural and economic landscapes in China and the UK.
Navigating limitations in data collection across markets: There were logistical challenges in collecting consistent and comparable data, especially with in-store interviews, focus groups, and online research.

How I Overcame Them:

Comprehensive primary and secondary research: I conducted surveys, focus groups, and interviews in , complemented by extensive use of secondary data sources such as WGSN, SimilarWeb, and industry articles in both marjets. This dual approach helped create a robust comparative analysis.
Localized strategic frameworks: I applied SWOT analysis, positioning maps, and demographic studies to tailor Burberry’s distribution strategies to the specific needs of both Chinese and UK consumers. I factored in local shopping preferences, points of sale, and visual merchandising styles to create a region-specific approach.
Utilizing data interpretation tools: By leveraging tools like Excel for data analysis, I processed complex retail and consumer data, creating clear and actionable insights despite the differences in available data across markets.

Result: The report successfully identified critical differences between Burberry’s UK and China distribution strategies. The recommendations, such as expanding into China’s tier 2 and lower-tier cities and improving customer engagement strategies in the UK, provided actionable insights for enhancing the brand’s distribution efficiency and market penetration. The project highlighted key areas for optimization, helping to align Burberry’s global objectives with the local demands of each market. Result: The report successfully identified critical differences between Burberry’s UK and China distribution strategies. The recommendations, such as expanding into China’s tier 2 and lower-tier cities and improving customer engagement strategies in the UK, provided actionable insights for enhancing the brand’s distribution efficiency and market penetration. The project highlighted key areas for optimization, helping to align Burberry’s global objectives with the local demands of each market.