While many remain wary about the integration of digital marketing strategies into the luxury goods sector, none can argue with the successful investment Burberry has made in front-end branding opportunities and online retail strategies inorder to drive sustained, profitable growth and enduring customer engagement. Indeed, the brand has now achieved market dominance with an estimated $3.6b revenue in 2012. Their recent digital campaigns, created to engage the consumer and spread awareness, include the launch of ‘Burberry Kisses’ in partnership with Google, which allowed users to capture and send their kiss online to anyone, worldwide; the availability of digital 1-2-1 strategies where customers and sales associates shared visual wardrobes, and; the use of the lastest technology by filming the recent Spring/Summer 2014 women’s runway show using Apple iPhone 5s. As consumers’ shift more spending online, Burberry continues to deliver a unique customer experience by humanising technology and interacting with the digital consumer in a more personalised way. After being in business since 1856, whether you are a fan of the digital age or not, the brand’s strategy has certainly been a vital element in its relevance amongst today’s society.
Marketing #101
With over 500 stores in 50 countries, the Burberry brand continues to enjoy worldwide prominence. The fashion house credits its digital strategy as being the fundamental element of its success...