Burberry: A Better Way To Make A Book Look Better Than Open Source And Throttling.

Because Burberry 1/3 stores are located in temperate and tropical regions, considering the local customers, brands decide to erase seasonal boundaries.

The release of Burberry from this season is no longer named after "spring summer" and "autumn and winter", but it is called "September series" and "February series".

That is, how to sell and how to buy?

The original design schedule had to be moved forward for several months.

Norton & Sons, which is famous for its custom-made Saville street in London, its creative director Patrick Grant once told BBC: "the fashion world has become noisy. Ralph Lauren and Burberry are fast becoming the TV shopping channel QVC (the largest TV and Internet department store retailer in the world)."

But in this desperate place of desire, few customers can be patient enough to wait for the first half of the year for a show.

This is the situation that the show is selling trying to change.

Until now, both sides are able to convince each other in terms of concept and operation.

"I also like tradition, I hope I can work slowly, but at this age, speed is everything."

Christopher Bailey said.

The commercial brand Topshop, which published the day before, also looked at the market demand, and immediately put on the shop window a "show sell" label.

The process of buying the whole show is as follows: before the Burberry announced the purchase of the show in February this year, it began to act long ago because it had to allow time for the order and film to start after the show.

In July, important retailers and fashion media were invited to the Burberry headquarters in West Minster for a new fashion preview.

Of course, they must use a confidentiality agreement as a guarantee.

In August, Burberry released an advertising blockbuster that was shot by Mario Testino in advance on various social platforms, including WeChat and micro-blog.

They are like a pre dinner Mini snack, which hangs your appetite and does not swallow your thirst for the main course.

In September, during the London Fashion Week, the new series was finally made public and sold in some stores around the world immediately after the show.

What is the specific shopping? After being invited to the Burberry flagship store to see the end of the media activities, it can be purchased at the scene. Meanwhile, the official website has opened the online sales channel.

For the sake of

The process is more fluent, and the brand has added online real consultation service on the page.

In a flash, you will feel that it is as close as Taobao's treasurer.

Customer service will provide new series of introductions, price information and physical store addresses according to the needs of consultants.

Up to now, London has only the flagship store on Reagan street to have a September series. "But you can place your order online," one of the customer service tips, called Fiorella.

It was already at 1 a.m. on the second day after the conference.

According to the Burberry 2019 fiscal year outlook, the revenue generated by the electricity supplier is expected to account for 1/3 of the revenue growth.

The significance of the exhibition is not only the handicraft but also the super window.

The two layer used in the show shows a complete September Series in human models.

If the visitor wishes to purchase, the staff will contact the vehicle to come and deliver, the purpose is Reagan Street flagship shop.

There has been a new advertising blockbuster there, and the pparent window shows the words "show is sold, now shop".

The September series is located in the main store hall, or on the model, or on the Longmen shelf.

"70%-80%'s show money can be bought in this shop, and the shoes and handbags are the most complete."

One shop assistant explained with iPad, "this is why our models are not exactly the same as the show."

After a few hours, many shelves were empty, some sold out, some were on the fitting room, or on the way to fitting rooms.

What is the price of the new product? We saw that it was 1195 pounds for the boots and the price of the Bridle was 1395. The double faced woolen coat was 2295 pounds, and the latest series of striped silk pajamas was priced at 495 pounds.

In November 2015, Burberry announced the merger of all sub lines, and no more lines such as Prorsum, Brit and London.

On the other hand, Burberry is trying to control costs.

According to its plan, the cost savings in fiscal year 2017 were 20 million, about half of which came from the group by reducing complexity, simplifying the process and eliminating duplication of work.

The company's financial performance promises that the price can be restarted after the target is reached.

Looking back carefully, it is easy to see that all the "reforms" currently undertaken by Burberry will save costs in disguised form.

The merger of the brand is to streamline the administration and cut down the excess expenditure; fashion week reduces two fashion launches; that is, the show sells the marketing costs before sales.

After all, the fashion show series accounts for only 5% of the company's retail revenue. Which way is more effective?

From 2010 onwards, Burberry gradually tightened China's agency rights until August this year, with 54 million pounds (about 470 million yuan), the remaining 15% of the company's agency rights were recovered from Chinese dealers.

As a brand, this approach is not surprising. The advantage lies in the unity of the global image.

Similarly, Burberry bought the franchise from the Japanese partner Sun Yang chamber of Commerce last year to avoid overexposure and raise its positioning.

The era of the blue flag created by the Sanyang chamber of Commerce has come to an end. It once attracted young Japanese consumers at a low price.

When the agency closes, Burberry rushing to start free shops in Japan, China's outbound buying trend is growing.

Nevertheless, it is still unable to make up for the book loss after the withdrawal of the dealer.

Burberry's 2015/16 profit fell 10% in the fiscal year, and the Japanese market lost 19 million pounds due to the expiration of the licence.

Just a week before the launch, Burberry implemented a price reduction strategy in Hongkong and the mainland, with a maximum decline of 20%.

This is partly due to the depreciation of the pound brought by the Brexit vote in June.

We might as well compare the price of the new product.

Customers in China can certainly go to three shops in Beijing, Shanghai and Chengdu, and can also place orders directly through the official website.

The knitted flower and wool blended military wind cloak on advertising posters sells for 44 thousand yuan, and the British official website is 2995 pounds (25 thousand and 900 yuan).

If China maintains its current price, more buyers will choose to travel.