Burberry is known for being quite a traditional luxury brand with a target audience of 20-39 year olds who have a big budget and want classic and high quality garments. In recent years Burberry have grown their digital presence massively and have become the top digital luxury brand.
Recently a lot of Burberry’s social media and website has been heavily focused around their festive film ‘The Tale of Thomas Burberry’. Burberry is about more than just the product they go beyond that. This video they have made highlights the importance of Burberry’s history, they want their customers to feel like they are buying something timeless that has a story attached to it.
Burberry has a huge following on social media sites such as Facebook, Twitter, Instagram and YouTube and they have even branched out to Periscope and Snapchat to reach even more people. One of Burberry’s very successful social media campaigns was the ‘Burberry Kisses Campaign’ on Twitter. You could nominate a friend and they would get a free Burberry Kisses lipstick sample. This was a great way for Burberry to reach out to millennials as Burberry usually targets a slightly older audience.
Another successful social media campaign was Burberry’s 24 hour fashion campaign on Snapchat that was shot by Mario Testino. The fact that it was only available to view for 24 hours before it disappeared made it more limited edition so more people rushed to see it.
Burberry also use celebrity endorsements particularly on their Instagram posting pictures of celebrities wearing their garments. The celebrities they choose tend to be actors or actresses rather than The Kardashians as their target audience tends to have a more sophisticated taste.
Although they have a large digital presence they continue to advertise in classic publications such as Vogue and Tatler to maintain their luxury brand image.