Evaluation of Burberrys Market Position

Evaluation of Burberrys Market Position Critically evaluate Burberrys market position relative to that of its competitors. What has been the impact on their position in choosing Emma Watson for their latest advertising campaigns ? Burberry : Finds a position among the Top Ten Luxury Apparel Brands and Emma Watson proves to be a catalyst . Burberry is a iconic brand best known for its â€Å"Britishness† , in recent years has undergone a image overhaul having been described as ‘an outdated business with a fashion cachet of almost zero by leading fashion analysts in 1998 (Finch and May, 1998). By 1997, the annual profits of Burberry had gone to  £25 million from  £62 million (Moore, C., Birtwistle, G., 2004) . Over past few years, Burberry has become in themselves the sign of reinventing and extending product lines to adapt to the taste of times.â€Å" Our objective was to distil what the Burberry brand stood for and determine how to make it relevant for todays consumer† Bravo stated (Alderman, 2002). However, changes focused on brand repositioning turned revenues of  £427.8 million in 2001 into  £715.5 million in 2005 (Burberry Group, 2005). Burberry adopted a strategy to create a market position to explain its growth and extend the customer base by offering â€Å"Accessible Luxury† when most other brands were struggling to acquire a broader clientele. Burberry repositioned themselves and opened a flagship store on Bon Street in London (Moore, C., Birtwistle, G., 2004) placing it store among Gucci, Versace, Prada and Chanel. Approximately, Burberry operates in the global luxury sector to about  £145bn (Burberry Plc, 2009c). Jaeger recently bought Aquascutum and the annual turnover for both brands together was  £300m. Whereas, Burberrys current capital is about  £ 2.1bn. Burberry is considered among the top ten luxury brands. Burberrys competitors differ through its categories and price ranges or diffusion lines. Burberry is positioned between Polo Ralph Lauren and Armani considering apparel and Coach and Gucci for Accessories. Giorgio Armani, Coach, Donna Karan, Escada, Gucci, Max Mara, Polo Ralph Lauren, To ds, Hermes, LVMH, PPR, Prada, Chanel and Richemont are a few among Burberrys competitors (Burberry Plc,2009c). However, even after the recession hit Burberry has achieved to increase sales up to  £1,202m by 31st march 2009. In 2008/09 there was a sales increase through retail by 14%, 2% in wholesale and 9% decline in licensing which contributed to overall 7% revenue increase from the previous year (Burberry Plc,2009a). Comparing with the market Burberry Prorsum competes with Armani Black Label, Gucci and Prada. Burberry London Women is placed between Armani Collezioni and Ralph Lauren. Burberry London Men is between the gap of Zegna and Ralph Lauren. Tommy Hilfiger, Armani Jeans and Polo Jeans are the competitors for Thomas Burberry. Most of the Japanese brands like Ozoc, Michel Klein are a tough competition to Burberry Blue while Paul Smith competes with Burberry Black. In recent years Burberry has expanded its product lines which helped to improve on brand standing and growth. Many other fashion brands are following the same strategy to stand the competition like Armani extension into Armani Casa, Armani hotels etc. According to the top 15 luxury brands listed by Interbrand (2009) Burberry is eleventh in the list and among top ten if only apparel brands are considered. Also, comparing the brand values for the year 2008 and 2009, it can be concluded that competitors brand values declined. Only Hermes managed to get a 1% increase in their brand value AND Polo Ralph Lauren is not listed among top 15. Most of the brands managed to climb the ladder on global ranks, Burberry achieved 98th rank in top 100 global brands 2009. The market brand position of Burberry in terms of valuation can be compared through below segments : †¢ European Apparel Brands: companies like Escada, Hugo Boss, HM and Benetton are competitors in terms of product mix and the business model. Though few companies work on lower price range, few brands are tough to compete in terms of the value they offer to consumers. †¢ US Apparel Brands: Polo Ralph Lauren, Tommy Hilfiger competes on basis of product mix and has more mature business. †¢ Luxury Goods Brands: brands like Hermes, Coach, LVMH, Tods . Performing better than competitors and beating analyst expectations, Burberry sales rose by 4.6 % to  £ 343m by September. Share price for Burberry doubled during the past year providing a good defense against competitors. Its market position is mainly in the fashion oriented mature sectors focusing on ready to wear and some accessories peers. Burberry continually tries to consider the cost effectiveness in maintaining the quality and enhance the product while trying to achieve competitive pricing and improving efficiency in sourcing the goods. Even in recession it continues expansion in other markets, for instance the launching kidswear store in US. Also, tailoring the merchandise mix according to the climate to attract more customers, some products are displayed only in selected stores for instance, the New York store provides service for customized trench coat, Beverley hill store contains light weight products etc. Comparing revenues below, 33% of non-apparel to 67% of apparel is a correct balance for a brand to display its products and innovations to provide their customers a wide variety. Where brands like Armani, Channel and Polo Ralph Lauren gain most revenues through apparel while others like Coach depend on the accessories. Burberry trench coats were worn by Hollywood stars like Humprey Bogart in Casablanca, Peter Sellers in The Pink Panther (Jackson and Shaw 2009, p.77).Burberry strongly believes that marketing and management are very critical to its success hence, it focuses on coverage in Editorials, advertising, fashion shows both domestically and internationally and has a website, twice yearly ad campaigns focusing on leading lifestyle and fashion publications and fashion shows in Milan. In order to reflect the essence of the brand ,create brand awareness and sustain brands aura, Luxury brands often feature models, celebrities or famous personalitys as they help wield an enormous power in fashion circles and help in making up or destroying a brand. Burberry uses a lot of images of London to represent it English lifestyle with a British celebrity. Burberry had renowned personalities like Stella Tenant, Rachel Weisz, Agyness Deyn, Lily Donaldson and Kate Moss endorsing the brand. Kate Moss was the most popular and high profile face Burberry had. While, other celebrities like Jerry Hall, Nicole Appleton, Jarvis Cocker and Beckhams also contributed. The beautiful, elegant Emma Watson â€Å"the Harry Potter ‘actress, a leading style icon is the new face of Burberry. Advertising campaign images of Burberry featuring Emma Watson as the face of Burberry were unveiled on 9th Jun 2009. Chistopher Bailey ( Burberrys Creative Director) who said â€Å"Having known and admired the lovely Emma Watson for some time, she was the obvious choice for this campaign†. â€Å"Emma has a classic beauty, a great character and a modern edge. Her charm, intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames† he added.( Craik, L. ,2009). The advertising campaign was shot by renowned fashion photographer Mario Testino in Westminster, central London which is the global Headquarter of Burberry and directed by Bailey who considered Watson to strong enough and came up with the idea of presenting only girl surrounded by the young Cool British guys. The images in this campaign capture Watson wearing the classic trench coat looking winsome, accompanied by male models Tom Guinness, Charlie France and Douglas Booth. The images represent the rich history associated with the brand as well as the modernity of Burberry which emphasises on the beauty, timelessness and strength of the brand noteworthy at present. Emma Watson has been globally very popular due to her Harry Porter movies for years now. Watsons popularity and appeal as a leading style icon she has a huge fan following, which the brand uses to target a new young set of customer. Watsons high profile catwalk at the London fashion week in September 2009, helped the company to raise its profile in UK .It can also be assumed that the new ad campaign helped the brand to attract more customer base and resulting in sales increase which is evident from the sales figures for 2009. Burberry mentioned the increase in the second quarter sales climbing from 4.6pc to  £343m.Finacial Analyst and business advisors have forecasted that the tax profits will increase towards  £190m ( Hall, J. 2009) The linkage of Emma Watson as the face of Burberry has also helped the brand to increase the sales of handbags and pull on scarves called snoods. The analysts were proposed rise in the profits due to the increase in sales which helped Burberry to beat the market expectations in second quarter of financial year .However, It seems to a bit risky decision for Burberry as she is bound to get a bit older. To conclude, Burberry is an example of complex channel and distribution for luxury fashion ( Moore and Birtwistle, 2004 ) and proved its potential to be a tough competitor by making positive growth of brand value even when economic scenario is not very supportive. Burberrys decision of choosing Emma Watson for their ad Campaigns has proved beneficial for them to increase sales and profits, also, she reflects the same charm and personality as the brand. However, brand understands that the real task is to implement effective strategies in business that can develop and manage a brand. It is not only celebrity that brings success to the brands. Burberry proves to be approachable as the products not only have good aesthetics but also due to durability, functional and practical proving to be inclusive yet offering friendly prices. This results in higher brand value and brand appreciation. REFERENCES: Alderman, E. (2002) Luxury and the downturn: diamonds in the rough, International Herald Tribune, 6 December 2002. Baker, M., Foy,A,( 2003) Business and Management Research. United Kingdom : Westburn Publishers Ltd. Bergin, O. (2009) Emma Watson as the new face of Burberry. Telegraph [Internet] 9 June 2009. Available from Accessed on 17 December 2009. â€Å"Bravo† for Burberry- From bust to boom- creating a luxury fashion brand (2005), Strategic Direction, Vol.21 No.1,pp 22-24 , ISSN 0258-0543. Burberry (2002), Burberry PLC Annual Report and Accounts 2001-2002, Burberry, London. Burberry Group (2005), Annual Report and Accounts 2004/2005, Burberry Group, London. Burberry plc (2009a), Annual Report 2008/ 09, Burberry Group, London,[ Internet] 15th June 2009.Available from ( Accessed on 17 December 2009) Burberry plc ( 2009b )Investor pack- November, Burberry Group , [ Internet] 2 December 2009. Available from ( Accessed on 17 December 2009. Burberry plc ( 2009c ) Corporate Profile, Burberry Group, [Internet]. Available from accessed on 16 December 2009. Burberry Group plc London United Kingdom ,Overview(2009) Hoovers- A DB Company [Internet]. Available from Accessed on 13 December 2009. Burberry Toasts a lift in sales ( 2009 ) The Independent ( London, England). 15 October 2009, P. 44. Burberry Worries Investors ( 2005) [Internet].Available from Accessed on 27 November 2009. Chadha, R. , Husband, P. (2006) The cult of the Luxury Brand- Inside Asias Love Affair with Luxury. London Nicolas Brealey International pp.25-63, 149, 178, 267-77,280. Chiefs call for tighter business models ( 2009) The financial times, 5 October 2009, p.17. Accessed on 24 December 2009. Clark ,N. (2008) Burberrys Sales soar as Debenhams struggles , The Independent -Business, 16 April 2008 [Internet]. Available from Accessed on 13 December 2009. Craik, L. ( 2009) Harry Porter Star Emma Watson Charms Burberry. London Evening Standard, 9 June 2009 [ Internet]. Available from .Accessed on 13 November 2009. Diamond ,J., Litt, S. (2003) Retailing in the new millennium, New York : Fairchild Publications.p.21-23 Easey ,M. ( 1995) Fashion Marketing, India, Blackwell Publishing , pp.174-177. Everywhere is home for the global top one hundred (2008),Strategic Direction, Vol.24 No.5,pp 14-17 , ISSN 0258-0543. Finch, J. and May, T. (1998), â€Å"Reputations: putting a zip in a Burberry†, The Guardian, 27 June. Hall, J. ( 2009 ) Emma Watson helps Burberry beat expectations. The Telegraph- Telegraph.co.uk, 14 October 2009 [Internet]. Available from Accessed on 17 November 2009. Interbrand (2009) Leading Luxury Brands 2008 Rankings, Branding Studies- The Top 15 Luxury Brands, Interbrand-Creating and managing brand Value,[Internet]. Available from Accessed on 27 December 2009. Interbrand (2009b) Best Global Brands 2009 rankings, Interbrand-Creating and Managing Brand Value, [Internet].Available from Accessed on 27 December 2009. Jackson ,T., Haid, C. ( 2006) : Global Luxury Brands-trademark/ Intellectual Property In Jackson, T., Shaw, D. The Fashion Handbook, London: Routledge , pp. 72-81. Jackson ,T., Shaw, D. (2006) The Fashion Handbook. London : Routledge, pp. 61-3. 72-81,105-08,127. Jackson, T., Shaw, D.( 2009) Mastering Fashion Marketing. Wiltshire: Palgrave Macmillan, pp.12-15,63,161-63,247-250,288-98. Keynote ( 2009) Report Search [Internet]. Available from .Accessed on 18 December 2009. Kiley, D. (2007), ‘‘Best global brands, Business Week, Vol. 4005, August 6, pp. 56-63. Kollewe, J., Wearden, G.(2008) Burberry sees profits rise while Laura Ashley Suffers. The Guardian ,Financial section [ internet] 29 May 2008, pp 26. Available from Accessed on 18 December 2009. Leroux, M. ( 2009 ) Childs play for Burberry . The Times, 15 October 2009, p.51. Luxury Goods. Lex Column ( 2009 )The Financial Times, 21 November 2009, pp 24. Main Movers ( 2009) ,The Independent ( London, England) ,10 December 2009, p.52. Malem Wendy (2008) Practitioner Paper Fashion designers as business: London, Journal of Fashion Marketing and Management ,Vol. 12 No. 3, pp. 398-414. Milligan ,L. ( 2009) Emma Watson Exclusive. Vogue.com [Internet] > 12 june 2009. Available from Moore, C. and Fernie, J. (2004), â€Å"Retailing within an international context†, in Bruce, M., Moore, C. And Birtwistle, G. (Eds), International Retail Marketing; A Case Study Approach, Elsevier Butterworth-Heinemann, Oxford, pp. 3-37. Moore, C. and Birtwistle, G. (2004), ‘‘The Burberry business model: creating an international luxury brand, International Journal of Retail Distribution Management, Vol. 32 No. 8, pp. 412-22, ISSN 0959-0552. Neumier, M. (2006) The Brand Gap. United States of America: AIGA. Okonkwo, U. (2007) Luxury Fashion Branding. Hampshire : Palgrave Macmillan, pp.15-25, 30-37, 132-67, 173-78, 227, 260, 278-83, 310 ONeill, L. (2009) From Hogwarts to Burberry: Actress Emma Watson graduating into high fashion as new face of label. NYDaily News.com [Internet] 9 June 2009. Available from Accessed on 17 December 2009. Pringle, H. (2004) Celebrity Sells. India :John Wiley Sons ,LTd. Satherley, J. ( 2009) Emma Watson unveiled as Burberry Babe [ Internet] 9 June 2009. Available from ile:///C:/Users/Admin/Desktop/burberry/research/Emma%20Watson%20unveiled%20as%20Burberry%20babe%20%20%20Metro.co.uk.htm> . Accessed on 16 December 2009.. Vine, S. ( 2009) Coppy Emma Watsons Burberry Look. The Times-TimesOnline [Internet] 10 June 2009. Available From Accessed on 17 December 2009. Werdigier, J. ( 2009) Burberry Looks Online for Ways to Gain Customers. The New York times-Global Business [Internet] 9 November 2009. Available from . Accessed on 12 December 2009. IMAGE REFERENCES : Image No. 1: Burberry previous ad campaigns by Koko Royle ( 2009) Burberry Handbags resist the chav scandal [Online Image]. Available from [ Accessed on 29 December 2009]. Image No. 2 : Rosie Huntington and Sam Riley in Burberry Fall 2008 Ad Campaign by Foster, K. ( 2008) Rosie Huntington-Whitley for Burberry autmn/winter 2008-9- revealed [Online Image].Available from [Accessed on 14 December 2009]. Image No. 3 : David Victoria Beckham for Emporio Armani by Jane, Tina ( 2009 ) Celebrities for Luxury Brands09 Ad Campaign [Online Image]. Available from .[Accessed on 14 December 2009]. Image No. 4 : Madonna for Louis Vuitton by AmyGrindhouse ( 2009) David Victoria Beckham Armani Fall 2009 Ads [Online Image], 2 July 2009. Available from [Accessed on 14 December 2009]. Image No. 5 : Emma Watson For Burberry- Autumn/Winter 09 Campaign at Burberry Plc ( 2009) About Burberry- Ad Campaign [Online image].Available from . [Accessed on 17 December 2009] Image No. 6 : Burberry Spring/Summer 2010 Ad Campaign for Burberry Prorsum at Burberry Plc ( 2009) About Burberry-Introducing Spring/Summer 2010 [Online Image]. Available from .[ Accessed on 29 December 2009] Image No. 7: Burberry Spring/Summer 2010 Ad Campaign for Burberry Prorsum featuring Emma Watson at Burberry Plc ( 2009) About Burberry-Introducing Spring/Summer 2010 [Online Image]. Available from .[ Accessed on 29 December 2009] Image No. 8: Burberry London ad campaign for Spring/ Summer 2010 at Burberry Plc ( 2009) About Burberry-Introducing Spring/Summer 2010 [Online Image]. Available from .[ Accessed on 29 December 2009] Image No. 9: Emma Watson for Burberry Brit Spring /Summer 2010 Ad campaignat Burberry Plc ( 2009) About Burberry-Introducing Spring/Summer 2010 [Online Image]. Available from .[ Accessed on 29 December 2009]

American Express Diversity

American Express continues to be the one biggest company for selling financial products and is one of the most stable. Established in 1850 in New York, American Express Company was among the first and most successful express delivery businesses to arise during the rapid westward expansion of the United States (American Express Website, 2008). With over 150 years of experience in handling the business, the company is continually eyeing global expansion and international growth. The company employs a large number of employees from across Asia and Northern America.That includes different nationalities, cultures, with different ideologies, sects and religion. This shows how diverse American Express is. Diversity is generally defined as acknowledging, understanding, accepting, valuing, and celebrating differences among people with respect to age, class, ethnicity, gender, physical and mental ability, race, sexual orientation, spiritual practice, and public assistance status (Green, et. al , 2002). Now, how does American Express manages this kind of corporate setup? This is where leaders emerge.The company trains potential leaders through series of leadership enhancing courses with its goals, objectives and target outputs and film showing about the importance of working in a team. But first, leaders are asked on their knowledge of every individual employee’s human and cultural diversity. A Leader should be a motivational one, the kind who could open employees mind to working towards diversity. One must also show the big picture of its importance to the growth of the company and who will reap its benefits.Every conflict of ideas or differences must be resolved immediately through the ombudsmen department. All of these are needed to create synergies to maximize profit. American Express has created the Global Diversity and Inclusion. This will bridge the gap rooting from the immediate conflict on a local are to escalate into a network scene and the identification of diversity related arguments. All are monitored from the smallest department. Launching sports festivities and lunch and learn activities are effective ways of interacting all employees.Employees are allowed to express their opinions in the company. The workplace operates with respect for each other. The knowledge that leaders get from training modules are translated to the employees. The management sees to it that diversity is always practiced in the company. All are treated equally and if not, immediate actions are imposed. Although, discrimination still exists, all are advised to take it away. All opinions will be heard. Hispanics, Asians, Blacks, Muslims and employees of other religion work for the company.They may have their groups according to their faith, but all are working towards the corporate goals. Differences on faith are strongly respected. This shows how diverse the working place is. The company strives hard in leveraging these cultural gaps. Employees are all given equal opportunities as to be promoted or as to climb the corporate ladder. No one is given preferential treatment based on their ethnicity or color. This has been the most important practice of the company to promote diversity.Anyone who noticed that such wrongdoings can file complaints in the ombudsman department or any complaint centers. The importance of diversity reflects the company’s success. The operations in other countries are stronger for local employees talk to customers in their national language and know how to relate to them. This help the company expand faster and grow stronger. This also strengthens one of American Express corporate values, TEAMWORK, we work together, across boundaries, to meet the needs of our customers and to help the company win (American Express Website, 2008).References: American Express Website. (2008). Becoming American Express: 150+ Years of Reinvention and Customer Service. Retrieved, October 5, 2008, from http://home3. americanexpre ss. com/corp/os/history. asp Green, Kelli A, Mayra Lopez, Allen Wysocki, and Karl Kepner. (July, 2002). Diversity in the Workplace: Benefits, Challenges, and the Required Managerial Tools. Retrieved, October 5, 2008, from http://edis. ifas. ufl. edu/HR022 American Express Website. (2008). Our Values, Teamwork. Retrieved, October 5, 2008, from http://home3. americanexpress. com/corp/os/values. asp

Essay on Life Without Parole for Juveniles - 956 Words

Supreme Court ruling Graham v. Florida (2010) banned the use of life without parole for juveniles who committed non-homicide crimes, and Roper v. Simmons (2005) abolished the use of the death penalty for juvenile offenders. They both argued that these sentences violated the 8th Amendment, which prohibits cruel and unusual punishment. While these landmark cases made great strides for the rights of minors passing through the criminal justice system, they are just the first steps in creating a juvenile justice system that takes into consideration the vast differences between adolescents and adults. Using sociological (Butler, 2010) and legal (Harvard Law Review, 2010) documents, this essay will explicate why the next such step to be taken is†¦show more content†¦He immediately goes on cite the Convention Against Torture’s suggestion that JLWOP sentences are â€Å"cruel, unusual, or degrading treatment† (p. 274). Butler also points out that â€Å"it is notoriously difficult to predict future dangerousness, especially based on a homicide committed by a teen† (p. 276). This point is one of the strongest arguments against JLWOP. It is commonly accepted that the brains and bodies of adolescents are not fully developed. As a result of this, it does not make sense for a child or teen to be treated the same way as an adult- in everyday life, minors are not expected to work full time jobs, and they cannot serve in the military, consume alcohol, or smoke tobacco products. Butler argues that the lack of responsibility attributed to them should extend to the criminal justice system, and they should be considered less culpable of their crimes due to their youth and all of its implications. Taking into consideration this lack of culpability for minors, the reasoning behind the ruling of Graham v. Florida can easily be applied to the elimination of the JLWOP sentence in its entirety. Harvard Law Review’s 2010 â€Å"Criminal Law and Procedure -Eighth Amendment-€ Juvenile Life Without Parole Sentences: Graham v. Florida† is a detailed review of the Graham v. Florida case. It goes in-depth about why the justices ruled against JLWOP in non-homicide cases. Unfortunately forShow MoreRelatedLife Without Parole For Juveniles2068 Words   |  9 PagesLife Without Parole for Juveniles On December 17, 1992, 15 year-old Jacob Ind went to school after having murdered his mother and stepfather in the early hours of that morning. In an interview with Frontline he recalled, â€Å"I remember I was sitting in the police station and this is how out of touch of reality I was. I had a small amount of marijuana, like an eighth of an ounce, in my bedroom. 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Animal Testing Must Be Stopped - Free Essay Example

Sample details Pages: 6 Words: 1874 Downloads: 5 Date added: 2019/05/16 Category Society Essay Level High school Tags: Cruelty To Animals Essay Did you like this example? Each year, millions of animals are used to test how safe and effective products, such as cosmetics, cleaning products, and every day use products are. They are force-fed harmful chemicals, scalded, blinded, and maimed. Animal testing should be banned because it is cruel, unnecessary, inaccurate, and expensive. Don’t waste time! Our writers will create an original "Animal Testing Must Be Stopped" essay for you Create order Approximately 17 million animals are used for testing each year in the United States. Substances are injected into the animal, chemicals are force-fed, irritants are rubbed into the eyes and many of the animals lose their lives once the torturing is over. They are tortured to the point of death. At this very moment millions of animals are being tortured for our convenience in laboratories. In the laboratories theyre experimented on and live in constant pain and fear, a cycle that must be stopped. Animals in laboratories live stressful lives of being deprived daily and imprisoned due to animal testing. The only changes in their lives may come from new research and new tests being introduced into their bodies. They are experimented on every second of their life. Every year in the U.S alone over 30 million animals are used in medical, drug, and cosmetic experiments. This includes dogs, ferrets, rabbits, sheep, monkeys, pigs, cats, chimpanzees, and more. The majority of animals experimented upon are mice and rats. Animals are subjected to all types of experimenting. Each experiment has no remorse shown, procedures include things such as infecting animals with diseases, poisoning for toxicity testing, burning their skin, implanting electrodes into the brain, maiming, blinding, and other painful procedures (DAAEG). These procedures are harming and invasive, leading to many animals dying from the stress and abnormality of the procedures. Many animals go into shock from not being able to handle the process. Many times when they are introduced to these experiments they suffer and are even isolated from others to be picked upon more. This is a barbarian act in modern-day society, where much less invasive procedures exist. Some animals go days without seeing the light of the sun and are withheld of food and water due to unending testing. They spend their lives being tortured and living in cages, drugged out and unable to choose otherwise. When it comes to more toxic testing, animals are tested on the daily, all seven days of the week, sometimes they are tested for up to two years with no recovery periods in between. Many animals die before the end of the study, if they survive some are left with no limbs, sights, and many other basic functions that they might as well should have died. The pain and misery animals are put through is unjustified, especially since the experiments they are subject to are proven to be unnecessary and pointless. Animals feel pain in many of the same ways that humans do, they even cry and scream the way we do when we are in pain and agony. All of this endless torturing because of our selfish nature. We as humans can put a stop to animal testing for good especially if it deemed unnecessary. According to the FDA, they do not require animal testing before approving a product. The FDC Act does not specifically require the use of animals in testing cosmetics for safety, nor does the act subject cosmetics to FDA premarket approval (FDC Act). It is cruel to continue animal testing especially if it is not required. There are multiple cruelty free brands that have opted this alt ernative to not testing on animals. They are some of the most successful brands today, with adversely no harsh effects on humans. Buying the brands that support alternatives rather than animal testing could give us a leap into a future with cruelty free products. Another reason animal testing should be banned is because it is a waste of money. There is no point in waste us wasting our money on something you know has a slim chance of working in the end. Unfortunately, that it what happens when we test on animals. According to a new report by the Taxpayers Protection Alliance, taxpayers have spent over $150 million funding 95 experiments related to the effects of recreational drug use on animals, purportedly to gain insights into how such drugs affect human behavior and health (Washington Times). It is a massive waste of money that can be spent on many other things. They could even use that money to find ways to develop more non-animal testing methods which usually are more reliable and cost less money. Most of the tests on animals often fail at mimicking human diseases and most make a poor way of predicting what will really happen to humans and how the human body will respond. Most alternatives to animal testing have been proven more successf ul and reliable than experimenting on harmless animals. Using human tissues in toxicity testing is more accurate than animal models that are normally used. Non-animal tests have also been proven faster and more environmentally friendly. Do not let animal testing be a waste of time, money, and the lives of millions of animals annually, especially if there are alternatives. These alternatives to animal testing include sophisticated tests using human cells and tissues (also known as in vitro methods), advanced computer-modeling techniques (often referred to as in silico models), and studies with human volunteers. These and other non-animal methods are not hindered by species differences that make applying animal test results to humans difficult or impossible, and they usually take less time and money to complete. (peta.org) This new experimentation also has a better success rate than animal testing ever has. The technology is so advanced that it can replicate how it would be in actual human anatomy. These alternatives, give us a bang for our buck and guaranteed results. There is nothing better than actual replicas of what you will be using a product on. Animals are not humans. Animals and humans differ in many ways, especially in regard to anatomy, physiology and metabolism. Which is why animal testing is such a great controversy. Animal testing cannot predict how a human will react to the same drug an animal was given. We simply just do not know if it will work or not, regardless of how much studies are done. A study conducted by the pharmaceutical company Pfizer came to the conclusion that one would be better off tossing a coin than relying on animal experiments to answer the question of carcinogenic substances. Only 5 25% of the substances harmful to humans also have adverse effects on the experimental animals. Tossing a coin delivers better results (D.A.A.E.G). There is an endless amount of medicine that has worked solely off of animal experiments but caused severe or even lethal effects in humans. There have been many drugs tested on animals that simply did not work on humans. Thousands of the millions of animals that are tested on die every year fo r products that have no outcome in the end. It is selfish to not think of how many animal lives are lost in the studies that have been proved harmful to humans once we have used them. A big contribution to this is because most human diseases do not occur in animals by nature, meaning that any human like disease and symptom is stimulated into animals. For example, in order to induce Parkinsonrs disease, monkeys, rats, or mice are injected with a neurotoxin that destroy brain cells. Cancer is induced in by mice means of genetic engineering or injecting cancer cells. Cerebral strokes are caused in mice by inserting a thread into a cerebral artery. Diabetes in rats is caused by injecting a toxin that destroys the insulin-producing cells in the pancreas. Heart attacks are stimulated in dogs by constricting a coronary artery with a noose (D.A.A.E.G). These procedures are extensive, invasive, and expensive. There is a rare chance that these experiments could work, making it a waste of money. There is no point in continually wasting tax payer dollars on unnatural animal testing when we have alternatives that actually replicate human anatomy. More could also be found if we spent less money on animal testing and more money on creating alternatives to ineffective animal testing. In a 2004 study from the U.S Food and Drug Administration found that 92 percent of drugs entering clinical trials following animal testing fail to be approved. Of those that were approved, half are withdrawn or relabeled due to severe or lethal adverse effects not detected during animal tests. (livescience.com) These studies show and give us the numbers of why animal testing has not been helpful. Much of the medicine that has been tested on animals has cured diseases in animals but have gone on to have deadly effects on humans. There simply are too many variables in difference of gene expression and immune functioning between animals and humans. There is extensive research that has been done that proves to us time after time that shows how wasteful animal testing is, according to Health and Human Services Secretary, Mike Leavitt, nine out of ten experimental drugs fail in clinical studies because we cannot accurately predict how they will behave in people based on laboratory and anim al studies. (https://aavs.org) Even in animals that share a large portion of genetic similarities there is failure. In 2011, the National Institute of Health concluded that there was no need for chimpanzees in biomedical research, going on to say that they have rendered chimpanzees largely nonessential as research subjects (https://www.mcclatchydc.com). If humans and chimpanzees share 96 percent of their genes and is not useful for human research, no other specie will further aid our experiments. It is illogical to think that any other animal would be effective in research if a humanrs closest relative is deemed unnecessary. Animal testing is proven time after time to be unhelpful. There is no point in continuing the torture of millions of animals after endless research has shown the unreliability of animal testing. In modern day society, many alternatives exist. A newly developed technology created by professor James Hickman, at the University of Central Florida, mimics standard human muscular function which allows researchers to monitor muscular function and its response to different treatments without using human or animal subjects. Bioengineering PhD student Alan Faulkner-Jones began pioneering the use of 3-D printing to replace medical animal testing (onegreenplanet.org) Forward-thinking scientists have developed humane, modern, and effective non-animal research methods, including human-based microdosing, in vitro technology, human-patient simulators, and sophisticated computer modeling, that are cheaper, faster, and more accurate than animal tests. (peta.org) In conclusion, animal testing should be eliminated because it violates the rights of because millions of animals. It causes unnecessary pain and suffering to experiment on animals of our own greed. We as humans cannot justify making our lives better at the extent of hurting animals through torture and execution of thousands of animals each year because of experimentation. Animals should also be treated with the same dignity we demand for ourselves. Through the advance of technology there have been multiple alternatives to end animal testing that are cheaper and more effective than torturing innocent animals. Put an end to animal testing today.