A Look at How a Luxury Brand Reinvented Itself and Took the Lead in Today’s Digital World
Today, we recognize retail’s transition into a new era — the digital era. Since Amazon’s emergence and the rise of e-commerce in 2007, brandsA brand (or marque for car model) is a name, term, design, symbol or other feature that distinguishes one seller’s product from those of others. Brands are used in business, marketing, and advertising. Initially, livestock branding was adopted to differentiate one person’s cattle from another’s by means of a distinctive symbol burned into the animal’s skin with a hot branding iron. have had to learn how to adapt to a new interface of marketing and advertising. Now, strategists and advertisers need to analyze and retarget their audiences to reach them digitally. It’s critical to sales success. Some brands do it well. Others simply outperform the rest in their ability to recaptivate their audience.
One brand that exemplifies outstanding digital marketing performance is the British powerhouse and luxury retailerRetailing involves the process of selling consumer goods or services to customers through multiple channels of distribution to earn a profit. Retailers satisfy demand identified through a supply chain.
Burberry. The fashionFashion is a popular style or practice, especially in clothing, footwear, accessories, makeup, body piercing, or furniture. Fashion is a distinctive and often habitual trend in the style in which a person dresses. It is the prevailing styles in behaviour and the newest creations of textile designers. house was a successful pioneer in the rise of the digital age, and used social channels to reinvent the brand to attract younger consumers.
I’m not the first to discuss the brand’s epic resurgence. The media continues to tout its digital rise and revival. Britton Marketing & Design Group freelancer Steve Penhollow also noted Burberry’s rebirth in a June blog, crediting its leadership by former CEO Angela Ahrendts.
For me, Ahrendts was integral to the brand’s continued rise and growth through the digital realm.
Perhaps it’s because she has teenagers of her own, but when Ahrendts took over leadership at Burberry, she knew exactly what to do to get the luxury label back in the spotlight. She knew Burberry had to tell a better story.
In a self-published article, she said, “As the world becomes at once more complex and more connected, stories have the power to educate, write and inspire. By following these evergreen principles and leveraging the tools of the digital age, I believe the future of storytelling can be even richer and more complex than its past.”
This led to reinvention, as Penhollow pointed out in “Trench Coat Warfare.” It involved careful evaluation of where people were receiving information, and how to distinguish themselves from other premier brands, such as Gucci or Prada.
So the question is, how is Burberry’s label distinguishable?
It’s All in the Attitude
Because it is “distinctly British,” the brand was challenged to become renewed and not lose value due to knockoffs. Ahrendts and chief creative officer Christopher Bailey capitalized on the prized and iconic trench coat, as well as the fine-knit cashmere scarves. They brought the icons back to life — digitally.In a 2013 interview with Vogue, Bailey said, “We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trench coat on a rainy morning.” It seems that Burberry has succeeded. Through various ingenious campaigns, fashion-conscious buyers crave and still desire to make the legendary brand part of their own story.
Why It Works? Emotional Energy
In June 2013, Salesforce published a YouTube video (displayed above), chronicling Burberry’s overwhelming digital success. In this documentary, Ahrendts said, “I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social. Whether you’re talking with customers or talking with employees, you have to do it on a social platform because that’s the language they speak.”
Burberry’s social marketing strategy conveys a sophisticated message: Its merchandise is classic and timeless. It’s a collection of luxury-lifestyle essentials. Burberry successfully rebranded from being devalued and outdated, and incorporated a playful yet elegant tone when engaging customers.
This year, the brand took first place in the fashion world’s Digital IQ Index. Competitors Kate Spade, Ralph Lauren, Louis Vuitton and Tory Burch really didn’t stand a chance.
Let’s take a look at how Burberry continues its amazing platform presence.