Analyses and Result of the impact of using outsourcing of luxury fashion brand

The objectives of this study are as follows:

·  To investigate how consumers see the brands when the luxury fashion brands using outsourcing.

·      To examine the negative effects of using outsourcing on brand credibility.

· To assess the relationship between brands values and consumer expectation.

According to the objective, I divided the analysis into 3 parts.

1. Brand credibility which answer the questions 1-5 which can see from the illustration. 

Brand credibility analysis

From figure 5, the group member demonstrated that Burberry brand is reliability luxury fashion brand and they perceive that Burberry provides good quality products to customers. All of group members satisfy with Burberry Brand and products.  However, they are happy as long as they did not recognize the label, which have shown the products were produced out of country of origin. This result means there are some negative effects on the brand credibility in terms of products were not produced in country of origin even though the group member still trust in brand and perceive that Burberry brand provides good quality products.

2. Brand Image

This part answer the question number 6 and 7.

The customers experience with Burberry brand and have good attitude toward Burberry brand including the brand image that are sent to customers is consistent. As the result, the customers have good imagery toward the brand even some products were not produced in country of origin. Therefore, the consistent of brand image and good brand image might be as factors at first experience antecedence stage which influence customers to have good attitude toward the brand that the customers anticipated the satisfaction with the brand and products. 

3. The relationship between Burberry brand and customer.

Having good brand credibility and consistent brand image make good relationship between brand and customers. The customers trust in brand due to the fact that the customers satisfy with brand and products. From question number 8 explored the relationship between brand and customers. Three group members informed that they still buy Burberry products, however if they does not see the label which the products made in other countries. 

There is good relationship between Burberry brand and customers, however the one of group member is not brand loyalty or never buy product, the member is willing to recommend brand to others. As a result, the major factor that creates the good relationship between brand and customers are quality and design. Anyway, the customers will switch to other luxury fashion brand if they experience the problems in the same time they do not trust in brand when the products were produced in other countries and the label said made in some countries where is bad quality of production.