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[Tapez le nom de la société] | Burberry |

Summary
Introduction
Background and important dates
What makes the brand unique ?
Target consumer
Marketing mix
Competitors
Mapping
SWOT
Recommendations

Introduction
Why do we choose Burberry ?

Background & important dates
It begins in 1856, Thomas Burberry, a 21-year-old draper’s apprentice, goes to his doctor because he is got rheumatism. His dortor says that he can’t wear anymore his raincoat in rubber because it doen’t evacuate the sweat. And several weeks later, he opens a small outfitter’s shop in Basingstoke, Hampshire, in England.
Later, in 1870, the shop become an ‘emporium’. Indeed, he employes more 80 people.
Then, in 1880, Thomas Burberry creates « the gabardine » – the breathable, weatherproof and tearproof fabric developed.
The young designer created his gabardine when he met an herder. His jacket could resist to the rain. According to the herder, because some spceific products used for the sheeps, which protect the wool because of the bad weather. Then, Thomas Burberry decided to patent in 1888. He developped five different layers for his tartan : Airylight, Double-Weave, Karoo, Wait-a-Bit and Tropical.
In 1891, Thomas Burberry & Sons opened their first shop in London at 30 Haymarket.
In 1895, Burberry developed the Tielocken, the predecessor of the trench coat, which was adopted by British officers during the Boer War.
In 1901, the Equestrian Knight trademark appeared for the first time accompanied by the Latin word ‘Prorsum’, meaning forwards. The armor means the protection, the safeness of the clothes. The horseman represents the integrity of the company. Thus, the slogan means the desire of innovation of burberry.
Ten years later, Equipped by Burberry, the Norwegian explorer Captain Roald Amundsen became the first man to reach the South Pole.
It will in 1904 that i twill be a brand registred.
In 1914,