If Burberry were to pursue a Blue Ocean strategy, which of these strategies might it consider?

Exploring Blue Ocean Strategies for Burberry

If Burberry were to pursue a Blue Ocean strategy, it might consider creating a one-of-a-kind accessory that is not available from any other apparel maker. A Blue Ocean strategy involves venturing into an uncontested market space and creating a new demand, rather than competing with others in the existing market. This approach aligns with the idea of fashion brands defining their unique selling propositions to stand out.

Abercrombie & Fitch, for example, trademarked the slogan “casual luxury” and uses the East Coast yacht club landscape imagery as part of its positioning. Similarly, Burberry, by introducing a unique accessory, can define a new market segment. This could help the brand sidestep the competition and not directly confront established players.

On the other hand, strategies such as eliminating marketing or runway shows, or reducing reliance on low-cost labor, do not necessarily align with the creation of new market spaces, one of the core principles of the Blue Ocean approach.

If Burberry were to pursue a Blue Ocean strategy, which of these strategies might it consider?

In the context of a Blue Ocean strategy, Burberry might consider introducing a unique accessory to create a new market space. This aligns with Blue Ocean principles of finding uncontested markets and not directly competing with established players. Using distinctive strategies as Abercrombie & Fitch did with their 'casual luxury' branding allows a brand to stand out.