Burberry Digital Marketing Report

Burberry Digital Media Report

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A. Digital Marketing Reports books analyses digital

strategies that luxury fashion houses use to market their brands.

These reports will provide the information needed to assess methods that are used in the Digital Marketing sector of the Fashion Industry, the successes and inevitably - failures.

Focusing on one fashion house per book, the report discusses the history, the audience and the effectiveness of the different techniques that are adopted.

A. Digital Marketing Reports books offer social

discussion surrounding these marketing strategies and the effects that it brings to society. The commentary on these allow for a larger conversation to be had on the issues that are brought forward by the images and messages portrayed via fashion houses marketing.

In a digital age where almost anything and everything is easily accessible, it is important to question the purpose of what is put in front of screens across social media and what this conveys to the people consuming the digital data.

A. Digital Marketing Reports books finds out how luxury fashion houses are contributing to societal issues through their digital marketing.

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Overview Founded in 1856 by Thomas Buberry, the brand initially specialised in outdoor clothing and now produces an extensive range of clothing, accessories and shoes. the brand that patented the trench coat, Burberry has become a well established British luxury brand. With Chief Creative and CEO - Christopher Bailey heading the global brand, Burberry has successfully delivered quality products for their consumers and original content for their digital media platforms.

Social Media Matrix

17.2m

7.76m

9.2m

300k

6

200k

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Facebook One of the staple social media platforms - Facebook is a platform for brands to communicate with their consumers.

Showing upcoming collections, revealing important release dates and catwalk shows as well as providing visual moving media. For Burberry, Facebook is used as a tool to deliver information. It notifies followers of what the brand is doing and what they have coming up.

The personality of Burberry on Facebook is like most luxury fashion brands. It is formal - relatable to their consumer base.

The behaviour and tone of Burberry on social media are consistent throughout the various platforms. The language is formal, professional and concise.

As seen below, Burberry utilises the Facebook platform to share campaign videos and accessible direct links to purchase products seen. Like all brands on social media, the sole purpose is to sell.

Using Facebook Live, Burberry is able to give their consumers exclusive access to the catwalk without the ticket. It is a clever strategy to create anticipation for upcoming collections and entice consumers ahead of the release.

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Twitter #BurberryFaces With over 11,000 tweets, Burberry uses Twitter to interact with their followers and consumers more closely. Like Facebook, the posts generally follow the same formula with more images and content about where Burberry is seen. Using Twitter handles, Burberry is able to mention celebrities and magazine that feature the brand. In doing so, the outreach of the brand is increased and therefore creates greater exposure.

#BurberryMakersHouse

#Burberry

#OlivierAwards

#BurberryAcoustic #BurberryFaces Burberry

#MyBurberry

#MrBurberry

#MusicMonday

#BurberryGifts

#BurberryBeauty

#BurberryDK8Bag

#BurberryMakersHouse

#MyBurberry

#Chatsw

#BurberrySho

Tapping into the music fans of #MrBurberry #BurberryGifts their consumer base, Burberry #BurberryAcoustic #MusicMonday #BurberryDK8Bag #Burberry works with musicians and promotes material. urberryBeauty #BurberryShow #Olivier #ChatsworthHouseStyle #OlivierAwards

#BurberryFaces

#BurberryMakersHouseThis strategy #MyBurberry allows Burberry#MrBurbe to appeal to the music fans #Burberry #OlivierAwards #MrBurberry and create a#BurberryGifts more intimate relationship with #BurberryAcoustic #MusicMonday #BurberryDK8Bagtheir consumers. #Burberry Sharing music and providing a common ground. #BurberryBeauty #BurberryShow #Olivie #ChatsworthHouseStyle #BurberryFaces

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The fast-paced nature of Twitter allows Burberry to increase the frequency of posts and show followers more content. The more interaction and engagement with followers, ensure a more popular following.

Burberry uses intimate experiences like behind-the-scenes images to invite consumers into the production of the campaigns and products.

Featuring celebrities and #awardsseasons all contribute to ensuring greater coverage and airtime of the brand and it’s products. It influences consumers to purchase and drives sales.

#BurberryMakersHouse #MyBurberry It also creates a relationship #MrBurb between the key people like #BurberryAcoustic #MusicMonday #BurberryDK8Bag #BurberryGifts Christopher Bailey and the followers by showing them#BurberryS what #BurberryShow #ChatsworthHouseStyle berryBeauty he himself listens to. #BurberryFaces #BurberryMakersHouse #MyBurberry #MusicMonday #Burberry

#OlivierAwards

#BurberryAcoustic #BurberryFaces Burberry

urberryBeauty #BurberryFaces

#BurberryGifts

#BurberryBeauty

#BurberryDK8Bag

#BurberryMakersHouse

#MyBurberry

#OlivierAwards

#BurberryAcoustic

#MrBurberry

#MrBurberry

#MusicMonday #BurberryShow

#BurberrySho

#BurberryGifts

#BurberryDK8Bag #ChatsworthHouseStyle

#BurberryMakersHouse

#Chatsw

#MyBurberry

#Burberry

#Olivier 11

#MrBurbe

Instagram At 9.2 million followers and approximately over 20k likes per post, the Burberry Instagram account is the platform with the most engagement.

Showing campaigns, behind-thescenes, celebrity dressing and new releases Burberry creates a visual library of their brand identity and what consumer can expect from the brand.

There is a clear British heritage evident throughout the Instagram page, seeing campaigns shot in the English countryside, British models and regular updates on their traditional trench coat and gabardine.

Like Twitter, Instagram also include behind-the-scenes videos and images to create a more intimate relationship between the followers and Burberry.

With new features like the multiple photo upload, it is now easier for Burberry to use this to upload a collection of images that tell a story.

It allows the brand to present more content to their followers, thus keeping them entertained and interested in the brand.

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Social Campaigns

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The Burberry Makers House

The Cape Reimagined

A collaboration between Burberry and The Henry Moore Foundation brought to life the Burberry Makers House.

A creative show space for the exhibition of Burberry’s February 2017 Collection alongside famous sculptures by Henry Moore.

Leading on from the Burberry Makers House, The CApe Reimagined is a travelling ehibition presenting the couture capes seen on the February 2017 runway. They are comprised of 78 individual capes inspired by Henry Moore sculptures all intricately hand made.

Following the runway show, the opening of the Burberry Makers House allowed the public to view the collection within an art space. It was event which led to more expore and outreach to consumers and art-enthusiasts. The Burberry Makers House appealed not only consumers of the brand but also fans of Henry Moore, and those interested in art.

The collection features in a collectors edition book which displays the 78 designs available to purchase.

Using the travelling exhibition as a technique to continure public interest in the new collection Burberry has successfully kept the February runway show alive using the exhibition to increase the lifespan of the collection and the excitement surrounding it. Visiting Seoul, Paris, Tokyo and Los Angeles, The Cape Reimagined reaches a global scale and longevity in the unique collection.

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Celebrity Profiles

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Justin Timberlake Instagram Followers: 43.8m Celebrity Status: Award winning musician, Actor, Actress spouse Jessica Biel

Iris Law Instagram Followers: 70.2k Celebrity Status: Model, Parents Jude Law and Sadie Frost, Godmother Kate Moss

John Legend Instagram Followers: 6.5m Celebrity Status: Award winning musician and actor, Model wife Chrissy Teigen

Andrew Garfield Instagram Followers: 129k Celebrity Status: Actor, Relationship past with Emma Stone

Brooklyn Beckham Instagram Followers: 9.7m Celebrity Status: Self-proclaimed photographer, Parents David & Victoria Beckham, Relationship past with Chloe Moretz

Kendall Jenner Instagram Followers: 79.4m Celebrity Status: Model, Reality TV star, Kardashian/Jener Family

Chiara Ferragni Instagram Followers: 9m Celebrity Status: Fashion blogger, social influencer, Guess model and spokesperson, designer

Emma Watson Instagram Followers: 33.2m Celebrity Status: Actress first recognised for her role in Harry Potter , Model, gender eequality advocate, UN Ambassador

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Celebrity Profiles

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Gal Gadot Instagram Followers: 4.2m Celebrity Status: Actress, Model best known for role in The Fast and Furious film

Dev Patel Instagram Followers: 11.2k Celebrity Status: Actor best known for roles in Skins and Slumdog Millionaire

Olivia Palermo Instagram Followers: 4.8m Celebrity Status: Reality TV star, Model, Fashion Inflencer

Rosie Huntington-Whiteley Instagram Followers: 7.3m Celebrity Status: Model, Actress, Spouse Jason Statham

Kris Wu Instagram Followers: 5.1m Celebrity Status: Actor, Musician, Model

Cara Delevingne Instagram Followers: 39.5m Celebrity Status: Actress, Model of The Year for years 2012 & 2014

Naomi Campbell Instagram Followers: 3.9m Celebrity Status: Supermodel and Actress, named among top 3 models most in-demand of 1980s and 1990s

Blake Lively Instagram Followers: 15.5m Celebrity Status: Actress, Spouse Ryan Reynolds

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Social Issues Nepotism In 2016 Burberry hired Brooklyn Beckham to capture images for the new fragrance campaign. At just age 16 and already being hired by a fashion powerhouse that is Burberry, the brand came under scrutiny for falling into nepotism and hiring purely for namesake.

The Beckham name has been solidified in pop culture and society and has guaranteed that the Beckham children are recognised by the empire that their parents David and Victoria Beckham have built up. There is no doubt that many opportunities are and will be handed to them at a much lower cost to them than others.

It is a continuing problem that the rich, famous and entitled are given opportunities for their surnames rather than their talent. It is a problem that falls on those who lose out on these opportunities and climb an even harder struggle to get to the top.

Christopher Bailey, Burberry Chief Creative and CEO, defended the decision to commission Beckham for the shoot: “Brooklyn has a really great eye for image and Instagram works brilliantly for him as a platform to showcase his work. His style and attitude were exactly what we wanted to capture the spirit of this new fragrance campaign.�

For Burberry, this has been a great step forward to securing the interest and following of their younger demographic. It taps into the digital age generation and those who follow Beckham on social media. Not only has this boosted their reputation on social media but it has also gained the attention of the media to report on the controversy of this commission.

The problem with nepotism is the disadvantage it puts others in the industries at. The privileged are given opportunities, equipment and facilities at the tip of their fingers to ensure success. The rest are expected to work hard and try to be one of the lucky ones who gets to make it.

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Images courtesy of Burberry from 2016 -2017.

Following count correct as of April 2017.