Burberry's digital metamorphosis

          Burberry's digital metamorphosis  - by Priscilla 


You probably know Burberry. Yes, the very traditional trench coat. Light brown, white, black and red signature plaid. When I thought of this brand, the words were; 
British, traditional & conservative... 

Burberry 1973 advertising campaign

And this is exactly what the Burberry team wanted to change a few years ago. 

In fashion, it's all about innovation. That doesn't mean you have to discard your traditions, but people need to be excited to generate buzz for a brand. 

So, how could the traditional brit brand re-invent itself? The answer was to complete revolutionize their use of digital and social media. 

They were the first brand to stream their catwalk live for online viewers to experience, a radical change within the closed fashion sphere... 

Before, fashion shows were left to those lucky elites who made it onto the guest list. Now, you don't need an invite, just a wifi connection. 

(View latest show here: http://www.fashionising.com/runway/b--burberry-show-live-stream-7045.html)

Why is this of such great importance? Connect with your audience. Even if it they aren't your customers today, they might be tomorrow... So give it to them! 

Praise, admiration and desire are what make luxury brands. What better way to earn it but open your upper class doors, to the entire world. Or at least for those who are online.

The brand has completely freshened up. Yes, there are still trench coats and plaid, but in a new, modern way. These efforts from the brand's creative director, Christopher Bailey are supported by the trendy use of social media.

From daily social media posts via Facebook, instagram, twitter to an interactive webpage. Burberry has nailed it, and the efforts have been worth it! 

Check out these two articles which further explain the brand's success, especially compared to it's other luxury competitors! 

Business of fashion -Burberry remains digital luxury leader:

http://www.businessoffashion.com/2014/10/burberry-remains-digital-luxury-leader-celine-trails.html

Social media leader: Burberry top luxury brand on facebook:

http://pursuitist.com/social-media-leader-burberry-top-luxury-brand-on-facebook-socialmedia/

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Don't forget to share your thoughts!!!

- Priscilla