Burberry,whose plaid-lined gabardine raincoats have been a symbol of British tradition since 1856,is repositioning itself as a global luxury brand like Gucci and Louis Vuitton.This is an example of segmentation based on product-use variables.

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Burberry's repositioning as a global luxury brand is an example of segmentation based on demographic and psychographic variables, rather than product-use variables.

Burberry,whose Plaid-Lined Gabardine Raincoats Have Been a Symbol of British