Burberry understood the value of social media in 2009 and sought to develop its presence without undermining the high-end, exclusive, aspirational qualities that form its brand identity.
Answering that call required digital transformation. A Tweetwalk was initiated, where Twitter followers could see Twitpics of each look before it hit the runway.
The Key Milestones
Burberry was struggling during the 2008 recession, as revenue growth had declined from 18 and 15 percent to seven percent, with profit margins worsening further. Faced with such difficulties, social media strategy seemed critical for its survival; thus Burberry allocated some of its marketing and PR budget towards tech-age marketing, adding dedicated personnel specifically for digital projects.
First, the company conducted extensive market research into audience segments and tastes. Next, they embraced innovation and new technologies – live streaming fashion shows while engaging their target audience on social media and tapping influencers for customer engagement campaigns were just some of their innovative initiatives.
Art of the Trench was one such initiative launched by the company that served as an early example. They created a user-generated content platform and introduced trench coats to younger demographics – and the campaign proved extremely successful, increasing social reach by over 20 million within its first year!
An example of such collaboration was when they partnered with Twitter to offer real-time feeds of their new collection just before models hit the runway at the London Fashion Week show, known as Tweetwalk, and providing fans with exclusive images before appearing in magazines or television.
Burberry has continually evolved its social media strategy to stay ahead of the competition. They regularly test new features and platforms, such as Instagram Stories or the Twitter buy button. Furthermore, Burberry employs influencer marketing through an exclusive celebrity network composed of actresses and singers to increase brand recognition and drive brand recognition.
Burberry’s inventive social media strategy has propelled them to the forefront of digital business. Their creative and engaging strategies have inspired other companies to build strong and successful online presences; hence strengthening social media efforts is now on many top brands’ agendas.
The Campaigns
Burberry has long been at the forefront of digital innovation, using innovative strategies to engage customers and foster brand loyalty. Their campaigns have been hugely successful and set an example for other brands to follow suit; using social media in an effective and innovative manner to foster an emotional bond with their target audience while growing sales exponentially.
Burberry first initiated its Art of Trench campaign to engage its fans by inviting them to submit photos of themselves wearing its iconic trench coat. Burberry curated and shared only their favorite photos on their Facebook page; this proved very effective and proved the value of user-generated content (UGC) as well as word-of-mouth referrals.
Burberry has made strides over the last decade to create engaging social media campaigns, from live streaming fashion shows, interactive e-commerce experiences, and engaging videos, to taking advantage of emerging technologies like augmented reality to promote its products. Each initiative has been an immense success – cementing Burberry as one of the premier luxury brands.
Burberry’s latest campaign, released in April 2018 via social media platforms such as Instagram and Snapchat, uses these channels to forge emotional connections with its target audience. The series of images includes Burberry house codes such as its trench coat and check scarf as captured by photographer Rafael Pavarotti and styled by Ibrahim Kamara – two key components in creating emotional engagement with their target market.
This campaign celebrates the sense of community within Burberry and highlights how the brand unites people from different backgrounds. Additionally, this campaign captures changing times by featuring young people who are pushing boundaries and crossing divides; providing a stunning representation of its values.
Burberry has long been recognized for its innovative fashion shows and use of influencer marketing to reach new audiences. Partnering with social media influencers such as Jake Bugg and The Feeling singers to promote its products on social media. Burberry also stands out by providing customers with various customer service options through social media so they can easily contact the company with any inquiries or issues.
The Innovations
By employing digital marketing techniques, the brand has created an engaging experience for its target audience. By creating an online community and engaging them directly in an uncharacteristic fashion compared to other luxury brands, the brand was able to develop lasting relationships that set itself apart from others in its field.
One of the greatest innovations has been Burberry’s introduction of Facebook’s chat function as they have used it to communicate directly with customers during London Fashion Week and provide customer service as well as give tours of their stores.
Twitter is also used by this brand to engage their target audience, though not as frequently; they tend to reserve it for large announcements and high-production value videos with high production values, garnering several thousand likes each time.
Instagram and Snapchat provide brands with another way of reaching out to their audience: social filters allow brands to express themselves while personalizing content for followers – providing yet another avenue for engagement with audiences.
Finally, the brand also utilizes email to connect with its audience. Email is an essential tool for luxury brands because it enables communication with their customers through more traditional means. Their newsletter includes news of product releases or events as well as special rewards or experiences exclusive to followers of the company.
Burberry remains one of the oldest brands worldwide and remains at the forefront of the digital landscape due to innovation and an openness towards trying out new things. Their efforts have seen their share value increase while growing their market presence globally – setting a great example for other luxury companies to follow and reminding businesses they need to remain adaptable in order to remain competitive in a constantly changing digital environment.
The Engagement
Burberry was among the early adaptors to social media, quickly adopting emerging technologies and developing innovative digital strategies that inspired other fashion houses to follow suit, boosting customer engagement and creating strong brand loyalty in customers.
Key to the brand’s success has been its use of ephemeral content and influencer partnerships, along with social media to connect with new audiences. They have collaborated with renowned fashion influencers like Cara Delevingne, Rosie Huntington-Whiteley, and Lily James to promote their clothing lines while working with streetwear designer Virgil Abloh on creating limited edition collections that have gained them a following among younger consumers as well as strengthening brand loyalty and recognition. This approach has led them to expand brand recognition while building brand recognition and brand loyalty within new audiences as well.
Through its digital marketing efforts, this brand has successfully expanded its accessories business while increasing online sales to account for 20% of total retail revenue. They have also successfully increased customer numbers by 10% through social media posts, pop-up events, and collaboration with Roblox.
This growth has enabled them to offset reduced sales from Asian markets and China due to COVID-19 lockdowns, as well as attract millennials and Gen Z shoppers through a rebranding that draws inspiration from youth culture.
While other brands may boast higher follower numbers, what sets this brand apart is its quality content. Visually appealing images show storytelling skills through captivating visuals while an understanding of each platform’s individual features has allowed it to capitalize on them successfully.
Burberry CEO Angela Ahrendts made headlines when she announced in 2006 that they intended for Burberry to become the world’s first fully digital luxury brand, an unconventional move in an industry defined by exclusivity and aspirational values. Ahrendts believed Burberry needed to engage with younger audiences if it wanted to remain relevant in an age of social media and mobile commerce.
