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HERITAGE FOR A
MODERN AGE
BURBERRY
Burberry is a brand that plays on
its heritage but embraces the future
generation of millennial consumers
who are looking for authenticity and
heritage from the luxury products
they buy. It’s Creative Director and
soon-to-be CEO, Christopher Bailey,
is acutely aware of consumers’ desire
for truly authentic heritage pieces as
well as has an intelligent insight into
its youthful, digital-savvy audience.
It’s motto ‘Prorsum’ coined in 1901
means ‘forward’. The Burberry brand
is 157 years old. Founded in the UK
by a 21 year old dressmaker, Thomas
Burberry, with one small shop, today
it is a global luxury fashion brand with
a total of 533 stores worldwide. Last
year Burberry’s total revenue was £2
billion, and retail was up an incredible
12% year on year.
This is in no small part down to it’s
understanding of its global consumers desire for genuine craftsmanship
and heritage pieces. Lucy Handley
in Marketing Week, identifies some
of its strengths: “Simplicity with a
twist”. Early on the business focused
on its outdoor attire, and to this day
the trenchcoat and umbrellas are
staples of its range, yet evolving each
season. They have been modernised
for a younger and affluent audience
who desire a customized version of
the heritage pieces and can order
personalized coats, umbrellas and
bags. “Tell tales”. What is the story
of the brand? As its continued focus
on classics attests, Burberry is not
afraid to trade on its history. It uses
up and coming, and often aristocratic models who have stories behind
them. This storytelling is absolutely
key to the brand’s success. Burberry
understands its audience and how
they engage with brands via content.
During London Fashion Week, Burberry was the most mentioned brand
on social media. With almost one million Instagram fans, and 2.3 million
twitter followers, new launches use
social media extensively. Unlike
many traditional fashion houses
which are still not engaging with their
audience effectively via digital or social media, Burberry views digital as
essential to its growth. It has created
an aspirational online shopping experience to appeal to a young generation, who are, of course, used to
purchasing and perusing online. The
Burberry flagship store in London’s
Regent Street aims to recreate the
online consumer experience, with
music, digital images, and comfy sofas where you can settle down to pay
your bill. As Christopher Bailey, the
firm’s chief creative officer, tells Jess
Cartner-Morley in the Guardian: “We
designed it like that because when
you’re shopping at home online, you
are on the sofa with your credit card.
You don’t stand up and queue”. By
merging digital with the in-store experience it creates a seamless and
holistic relationship with consumers.
Their in-demand unique personalisation service - customised bags, accessories and outerwear - are taking
up their sales a storm.
We are sure Thomas Burberry would
approve.
VOICE #1 p.11