Employability and Consulting Skills Assignment Example | Topics and Well Written Essays - 1000 words

Employability and Consulting Skills - Assignment Example Burberry has positioned itself as the most pioneering fashion brand in numerous product lines such as coats, leather goods, shoes, belts, jewelry, outwear, fragrance, beauty products. The company also provides licenses allowing third parties to manufacture and distribute products under the Burberry trademarks (Burberry Group plc, 2014). External Environment Post 2008 financial crisis, the current external environment is extremely challenging. Unemployment in the UK and the other developed economies is ruling at between 8-9 percent. Global competition has intensified in last couple of years and customers have been highly demanding in the sense that mass customization at competitive rates is a need of time. Overall, investments in Europe and the UK are not picking up restricting demand of the products. Moreover, Burberry has to compete with several established global brands such as Polo, Gucci, Armani, Coach and many others in fashion segment (Jacobson, 2012). Positioning and Customer Base Burberry competes with many fashion brands such as Polo, Gucci, Armani, Coach. The company competes with Polo in clothing business. Burberry has captured the upper-end market in comparison to Polo. Coach and Gucci are more focused on accessories while Armani and Polo target more on Apparel market; however, Burberry has been able to penetrate in both apparel and accessory market of the luxury goods. It can be said that Burberry's positioning is extremely competitive among other fashion brand products.