Etude de cas Burberry

Founded in 1856 by Thomas Burberry, he began his distinguished retail career when he was only 21. After expanding the business and taking on his two sons, he built his own mills to produce his specialized piece goods and clothing. After developing a sturdy, waterproof fabric called gabardine in 1879, he created the first Burberry raincoat at the turn of the century. It became regulation style in 1914, during the First World War, due to its functional D- rings, epaulettes and straps, and was therefore named The Trench Coat. The famous Burberry signature check pattern, done in camel, black, and red, was first introduced in 1924 as a lining for rainwear.

- A brand is a symbol that distinguishes a product made by one firm from the others. A label, a logo is the distinguishing trade mark of a brand.

- Quality, safety, design, status symbol, fashion is normally associated with brands in people's minds.

- A classic brand is a brand that belongs to the past, to tradition, a brand with a history.

- A luxury brand is an expensive brand, an elite brand.

From a simple raincoat to a global brand, Burberry has become one of the world's most successful luxury brands today for men, women, and children, encompassing not only outerwear, but clothing, fragrances, accessories and items for the home. Today Burberry has become an icon. It is a brand with a distinctive British sensibility, strong international recognition and differentiating brand values that resonate across a multi- generational and dual-gender audience.

The board consists of a Chairman, a Chief Executive plus two other executive directors and four non-executive directors. The Board supports the principles of corporate governance advocated by the Revised Combined Code published in July 2003. Burberry is a Limited Company. The Company recognizes the importance of communicating with its Shareholders and does its through its Annual and Interim Reports, quarterly trading updates and at the Annual General Meeting.

The Company communicates with its investors frequently and regularly. The Board is kept abreast of the views of major shareholders by briefings. The Company's non-executive directors are available to meet with any of the Company's major Shareholders to discuss issues of importance to them should a meeting be requested.