who buys Burberry?

A report from mintel on designer/upmarket clothing, published March 2010, states that 12% of the adult population buy the majority of their clothes from upmarket retailers. A quarter of that figure buy from high end designers, sch as Burberry.
The report also states that 'There could be an opportunity for designers to encourage more upmarket high street shoppers to trade up to designer ranges (perhaps for a special occasion or a treat) particularly through their less expensive diffusion ranges. There is also much scope for the upmarket high street retailers to attract more mid-market shoppers for similar reasons'

The table shows that the majority of buyers are male, and that the highest selling clothing line is casualwear, closely followed by jeans and formal wear.

The highest purchasing age group is 16-24 then this decreases as age groups increase.

This is interesting as it shows the 'trend following' age group are still the highest buyers, dispte Burberry being at a higher prce point that fast fashion hihstreet stores such as Topshop and H&M.

The also shows that the highest buyers are AB consumers, whom are at the wealthier end of the market, normally in a management profession. However when you look at the highest purchacing age group, this is quite young. Therefore there is potential for 'trendy' formalwear as the table shows that the buyers in this type of profession requiring these clothes are ndeed young trend followers.

Also, While the affluent ABs are most likely buyers (28%), the aspirational C2s are also a key group (22%), especially buying designer casualwear and jeans

 I feel that this table indicates that a trend focused, informal advertising campaign that shows formal wear and tailoring being worn as, or with casuals, using key pieces such as blazers, could be effective for Burberry, especiall with C1 females.