CASE STUDY: Luxury brand Burberry ahead of the competition with digital innovation
When it comes to digital there are a whole load of possibilities with how retail brands can choose to approach the area and how creative they can be.
This is a beautiful space that can offer brands the chance to shine and think out of the box in terms of marketing to their consumers. Where we are now is that the platforms themselves have developed hugely and social advertising is becoming more popular.
Brands are also making greater use of newer social media platforms like Snapchat which offers marketers a chance to target the younger consumer through images and short videos.
There are many good examples of retailers embracing social media and creating really good and creative content on a regular basis – Burberry is a great example of what could be achieved when digital is fully embraced. Not just placing themselves where their target audience is online but also engaging with them in a way that can open up a whole new shopping experience.
This post is based around a recent news article headline which said;
“Rival luxury brands have yet to catch up with Burberry on digital innovation”
So…. we thought it would be a good chance to analyse why they have done so well and see what sort of strategy they have in place.
Speaking to analysts for the company’s trading update for the last six months, Carol Fairweather acknowledged that rival brands were spending more on digital, but said Burberry’s “embedded” approach was a cut above the rest.
“Digital is embedded right through the organisation in everything we do. So yes, other people are beginning to invest in digital, but have they got the same advantage to the fact that it’s absolutely embedded in everything?”
This isn’t just a boastful statement, the financial figures speak for themselves;
- Burberry have seen an exceptional rise in sales being “almost 14% higher than the rest of the luxury fashion market”
- As well as accrediting a 9% year-on-year sales bump to their personalised efforts in this area.
And Carol Fairweather is right about another thing, it is literally embedded into everything; from the Company culture – 70% of the London HQ are aged 30 and under and are all encouraged to peruse Social Media on a daily basis. CEO Christopher Bailey often publishes webinars to all staff on how the company is doing and what creative initiatives are coming up next.
The stores themselves are digitally integrated; with digital chips around the store that activate as the consumer moves through the store, kicking off catwalk shows and fashion displays on mirrors.
Christopher Bailey (CEO And Chief Creative Officer) used an interesting choice of words when he said that he had wanted to ‘weave digital into the fabric of the business’.
From the conception of their first Facebook page in 2009 to having a presence on Google+,Twitter, Tumblr, Pinterest, Instagram, Youtube and now Snapchat and by being present on all these different channels, the company have managed to harness the attention of their key target market.
Burberry have approached social media in the way they probably would when creating a new fashion piece; Taking an item and turning it into the best it can possibly be. They use social media to provide, behind the scenes footage, discussions with Christopher Bailey and live stream runway shows, giving followers an intimate insight into the brand.
In an interview with GQ Christopher Bailey said of the company digital approach;
“We had realised that we had created a lot of platforms that only exist online so we decided we had to bring these to life. Our approach to the store was to make a bridge between the online and offline experience. Today I think we’re less concerned about where we actually shop, and more concerned about the experience we have while we’re shopping.”
Through these activities it is clear that Burberry have fully embraced innovative marketing techniques and as a result have managed to almost blur the boundary between its online environment and physical stores by providing followers an all-round digital experience by marrying technology and retail environment in a fascinating, creative and intrinsic way.
At the time of writing, Burberry are due to launch a special Snapchat series from LA and all week have provided followers with short video teasers by Fashion Models Naomi Campbell, Jourdan Dunn and Cara Delavigne introducing the upcoming segment.
So it’s easy to see why Burberry have been so successful! By sharing so much with their special online fans they have managed to keep up with the modern digital age and in turn boost their profits too.
We look forward to keeping an eye on Burberry and how they embrace the newer social media networks and what creative they come up with!
As always leave a comment below and if you have any questions about how to market your business online using Social Media then you can drop us a tweet @CarvillCreative