Burberry'S Digital Marketing Language

While many luxury brands still take a wait-and-see attitude towards digital marketing, Burberry has already taken the first step bravely.

At the 2011 London fashion show, they presented the world's audience with the social software Line live fashion show, and won acclaim.

In 2012, Burberry opened a global 3-D Stream fashion show for its flagship store in Taipei. Consumers in Chicago and London can watch live events live.

In 2013, Burberry launched another bold innovation. The search giant Google launched an innovative "kissing service" - Burberry Kisses, and received a good feedback from the younger market.

This "English Romance" service uses lip scanning technology to capture and pmit people's true lip print and send it to anywhere in the world, so users can add the Burberry Kiss lip print to the distant lovers.

In Burberry's view, digital marketing is related to young consumers.

The language should be more humane and more humane.

Of course, Burberry's digital marketing strategy includes both digital interactive propaganda and live T fashion show, even in some flagship stores. For example, in 2014, the first flagship store using RFID technology was opened in Shanghai. By embedding digital chips in specific clothing and accessories, the mirror will instantly change into a digital screen, play the T TV show clips, or other exclusive video content about the production and details of the products.

Its marketing means mostly aim at the target audience's preparation and precision. The fact also proves that the digital marketing strategy of "communicating with young people" has really injected strong vitality for its business progress.

But all of these are more short-term public relations behaviors, and do not really change the whole management process of the brand.

In Burberry's recent global conference call, Christopher Bailey, group CEO and creative director, said it would further integrate online and offline activities related to consumer data and provide a critical reference for Burberry's strategic decision in the world.

According to the concept of Christopher, Burberry consumers can participate in all aspects of product design, sales channels, marketing activities and so on.

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The field is more firmly foothold.

It has begun to benefit from the Internet world.

In the spring and summer of 2015, when the new handbag "Banner bag" was released, Burberry found that online sales were not as good as expected. By analyzing the users' data, it was learned that the posters were not attractive enough. After improvement, the sales volume of the handbag increased by 100%.

"The core of offline retail development is the effective use of data. We hope that users can help us move forward together."

Burberry chief customer officer Steve Sacks said.

Next, Burberry will further increase its cooperation with the three party websites such as Amazon and Harold (Harrods) and continue to make more digital marketing attempts with social media such as Facebook, Twitter, Instagram and Snapchat.