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 behavioural segmentation.

Question

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Burberry's repositioning as a global luxury brand is an example of psychographic or lifestyle segmentation, as they are targeting consumers who value luxury and high-end fashion.

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