Luxury Fashion Brand Management

The management of luxury fashion brand firms aims at developing brand equity and brand value, which are as intangible asset to show the competitive positioning of the brand (Macmillan 2009). All brand value and brand equity were developed through their products as known as signature product. A part from the brand equity and brand value, marketing communication and client relationship is also critical part of management of luxury fashion brand to have strong competitive positioning in the market as well (Macmillan 2009).

As Burberry is English Heritage Fashion Brand, I decided to pick up this brand to study in depth about brand management and outsourcing and supply chain management as well. 

Burberry Outsourcing and Supply chain management

The Burberry distribution channel model demonstrated that Burberry has three distribution channels; retail distribution, wholesale distribution and licensee distribution. Burberry give precedence to store because of it plays as important role to show exclusive positioning of the brand in order that Burberry consider to work closely both who are wholesale stockiest and licensee to ensure consistency of store presentation and visual merchandising to be in the same way (Moore and Birtwistle 2004).