How did Burberry revolutionize social media?
What did fashion brand Burberry do to revolutionize how marketers use social media? Ran a massive Facebook campaign to advertise their brand to fans. Developed a highly successful public relations campaign that used social media to share their messages.
Burberry was the first luxury fashion brand to invest wholeheartedly in social media. Burberry's Facebook page now has more than 7 millions fans and its Twitter's account recorded more than 400,000 followers, way ahead of Louis Vuitton, Gucci and other fashion brands.
Burberry has a presence across 20 different social platforms and a combined following of more than 50 million. In 2016, Burberry launched a chatbot through Facebook Messenger as part of promo around its runway shows. Customers could use the chatbot to get updates and see behind-the-scenes content from the show.
Burberry has switched the focus of its marketing away from glossy print advertising in favour of digital investment. The luxury fashion brand is promoting the launch of its fragrance Burberry Body through Facebook, instead of glossy fashion magazines for the first time, according to the Financial Times.
In this harsh retail environment, Burberry recognised the potential value of the digital media. In March 2009, with 175 million users on Facebook and 600,000 more joining it each day, Burberry began allocating marketing and public relations spend and dedicated personnel to pursue tech-age marketing.
In parallel, Burberry built a sleek website which includes digital content and drives ecommerce. Burberry has also designed unique digital content to allow consumers to interact with the brand, to provide customization opportunities and to go beyond fashion and become a tastemaker for its young customers.
Burberry traditionally created and captured value through producing and selling goods. Through technology they have been able to create value through user generated content, shopping convenience, and shared experiences while still capturing value through increased revenue.
Earned media: This is a type of media that you, well, earn. It's attention that is organically generated for your brand's content that you didn't create or pay for. For instance, when someone mentions your brand or posts a photo or video to social media that you didn't create or pay for.
Burberry plans to “supercharge” online sales through digital leadership and to invest in omni-channel experiences including the store while in building brand engagement and by focusing on its core luxury outerwear and leather categories.
Highly dominated by women with a high disposable income. It is famous for its celebrity appeal. With stores located in largely populated, wealthy and tourist attractive cities.
What makes Burberry stand out?
Burberry sticks by its British identity, promising its customers the true-blue English style, through clean and smart designs, with checked prints being a well-recognized symbol of the brand. The Burberry trademark also gives consumers the assurance of consistency in the quality and durability of products delivered.
Burberry Group spent under $100 million on advertising in digital and print in the last year. They invest in premium ad units and advertised on over 250 different Media Properties in the last year across multiple Media formats.
Burberry spent time and effort improving its product (Value). They developed and modernised their fabrics, reinvented their silhouettes, and branched out into profitable and aligned product sectors. At its inception, Burberry's persona built 'Warrior' and 'Creator' brand personas.
Burberry's main competitive advantage lies in the fact that the company's resources are strong as compared to its competitors in the market.
One of the top benefits of user-generated content is that it serves as excellent social proof. Seeing content from real customers increases your credibility and brings your brand's promises into perspective. Brands make certain promises to their customers or audience.
| Characteristic | Facebook fans in millions |
|---|---|
| 214.62 | |
| Samsung | 159.82 |
| Coca-Cola | 106.96 |
| YouTube | 84.35 |
- Charity: Water. Number of Likes: 488,000. ...
- GoPro. Number of Likes: 10 million. ...
- Nike. Number of Likes: 33.7 million. ...
- Tasty. Number of Likes: 97 million. ...
- National Geographic. Number of Likes: 46 million. ...
- Fitbit. Number of Likes: 2.8 million. ...
- Netflix.
- Coca-Cola - 47.6 Million Likes.
- Disney - 37.8 Million Likes. ...
- Converse - 32.7 Million Likes. ...
- Starbucks - 31.3 Million Likes. ...
- Red Bull - 29.6 Million Likes. ...
- Oreo - 27.6 Likes. ...
- Skittles 22.7 Million Likes. ...
The British luxury player uses Entrupy's AI-empowered, image-recognition technology, which can assess if a product is real or fake, thanks to its advanced algorithms. Additionally, Burberry uses AI-enabled analytics to improve the customer experience and facilitate a deeper understanding of the shopper.
Established in 1856, the company mainly focused on outdoor attire at the onset before moving on to the high fashion market. The company has now grown to become one of the most valuable luxury brands worldwide.
Is Burberry vertically integrated?
The luxury British fashion house says the strategic vertical integration will allow the Company to have greater control over the quality of the leather goods production and supply chain logistics.
OUR VALUES
Being creatively driven, forward thinking, open and caring, and proud of our heritage are hallmarks of our organisation at its best and have remained core to our brand since the Company was founded in 1856.
- Iconic fashion Brand: Having 156 years of long history, Burberry brand remains synonymous with British fashion. ...
- Distinctively checkered pattern – Instantly recognizable: Burberry's distinctive check pattern is one of the most widely copied trademarks in the world.
Burberry is a luxury house and outerwear pioneer with a uniquely British identity and a commitment to quality, innovation and creativity. We are custodians of a brand with a rich history and heritage, built on the principles of our founder, Thomas Burberry. The decisions we take are guided by our purpose and values.
Paid Social Media
Facebook, Instagram, YouTube, LinkedIn, Twitter, Snapchat, and Pinterest are the top-performing channels for paid social ads. Each offers a business account that lets you create ads, or boost existing posts.
Earned media stands out from these two because it's media that you don't and can't control. Examples of earned media include an Instagram mention when someone visits your shop, an unsolicited Yelp review and even a reshare of your blog post.
Though they don't typically invest in paid advertising, influencers have the ability to sponsor their content using social media PPC. In a whitelisting campaign, brands access the influencer's paid ad capabilities to reach new audiences on social media.
Burberry transforms customer experiences through digital innovation. Burberry is driving growth through inspired customer journeys, bridging the gap between digital channels and stores by leveraging digital technology. During the National Retail Federation's Big Show digital conference on Jan.
Burberry competitors include Tommy Hilfiger, LVMH, Gucci, Armani and Billabong.
Burberry: on the up
Luxury fashion brand Burberry has reported its first rise in annual revenues for the FY 21/22, reporting comparable sales growth of 18% in the year to April 2 and a 21% rise in revenue to £2.83bn.
Is Burberry a niche market?
Burberry is defying what other luxury retailers are struggling with in this economy. It has found its niche client-base, hedged against economic slowdown and increasing its profit margins.
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Revenue share of Burberry in 2022, by region.
| Characteristic | Share of revenue* |
|---|---|
| Americas | 25% |
The retailer has used its digital platform to take its products to clients who were at home in lockdown. It used techniques including remote selling, live-streaming events held in stores, and creating immersive experiences, as seen in its recent Bags World launch.
Hallyu superstar Jun Ji-hyun is the new face of Burberry.
“It is a great honor to be announced as Burberry's ambassador,” Jun said.
In that year, Burberry was the ninth most valuable luxury brand worldwide with a brand value of about 3.9 billion U.S. dollars. The global luxury goods industry, which includes drinks, fashion, cosmetics, fragrances, watches, jewelry, luggage and handbags, has been on an upward climb for many years.
Accessories are the most profitable Burberry product line, generating around 948 million GBP in 2020. Burberry's accessories line includes from wallets and umbrellas to home accessories such as blankets and candles. The women's sector is also highly profitable for the fashion luxury company.
LUXURY MARKETING STATISTICS #1 – Luxury Fashion Brands Spend Over $6 Billion on Ads in 2020. The fashion industry is a multi-billion dollar industry that is constantly evolving.
The updated Burberry logo design was quite radical because it got rid of the classic “Equestrian Knight” and labeled the brand in a bolder, more modern font. The new austere Burberry logo has the brand name written in uppercase letters and a smaller “LONDON ENGLAND” text below it.
For a period of time Burberry wasn't viewed as luxurious. It wasn't until 1997 that Burberry was restored back to being a luxury fashion house. And thus would go on to become a force to be reckoned with, within the fashion industry. So how has Burberry become so successful?
What pricing strategy does Burberry use?
Burberry Price/Pricing Strategy:
Burberry uses premium pricing strategy to sell its products. The right mix of low cost range and the high end premium products is what Burberry aims to achieve. Being a luxury brand Burberry does not compete directly on price in its marketing mix with its competitors.
In 2022, the brand will be carbon neutral across its own operational use globally and use 100% renewable electricity. Looking beyond 2022, the business has also set its next medium and long-term sustainability targets: reducing its Scope 3 emissions by 46% by 2030 and becoming net zero and 'climate positive' by 2040.
Burberry's main competitors include Coach, Armani, Gucci, and Polo, all of which are among top fashion brands in UK and globally.
Burberry traditionally created and captured value through producing and selling goods. Through technology they have been able to create value through user generated content, shopping convenience, and shared experiences while still capturing value through increased revenue.
An agreement that governs the relationship between a social media marketing service provider and a customer for those services The details of an SLA differ between internal and external agreements.
One of the top benefits of user-generated content is that it serves as excellent social proof. Seeing content from real customers increases your credibility and brings your brand's promises into perspective. Brands make certain promises to their customers or audience.
UGC helps brands understand their target audience better. UGC improves site engagement and time spent on the website. UGC increases customer satisfaction through conversations. UGC provides means for other users to connect, which then, builds a stronger community.
Burberry plans to “supercharge” online sales through digital leadership and to invest in omni-channel experiences including the store while in building brand engagement and by focusing on its core luxury outerwear and leather categories.
Highly dominated by women with a high disposable income. It is famous for its celebrity appeal. With stores located in largely populated, wealthy and tourist attractive cities.
Burberry sticks by its British identity, promising its customers the true-blue English style, through clean and smart designs, with checked prints being a well-recognized symbol of the brand. The Burberry trademark also gives consumers the assurance of consistency in the quality and durability of products delivered.
What are 3 types of SLAs?
What are the three types of SLAs? There are three basic types of SLAs: customer, internal and multilevel service-level agreements. A customer service-level agreement is between a service provider and its external customers.
A service-level agreement (SLA) sets the expectations between the service provider and the customer and describes the products or services to be delivered, the single point of contact for end-user problems, and the metrics by which the effectiveness of the process is monitored and approved.
UGC gives customers a unique opportunity to participate in a brand's growth instead of being a spectator. This influences brand loyalty and affinity in a big way because people thrive off being part of something greater than themselves, and creating UGC allows them to be part of a brand's community.
- Create Buzz for Your Brand. If you want your fans to talk about your brand on social media, you need to give them a reason to do so. ...
- Run Contest/Quizzes on Social Media. ...
- Leverage the Power of Hashtags. ...
- Offer Rewards. ...
- Ask Questions.
Some examples of user-generated content include customer reviews, testimonials, social media posts, and blog posts.
User-generated content refers to unpaid or unsponsored social posts that people across every network share when they're using or raving about a product or service. When your friend posts a Tweet about a fantastic experience they had with a hotel they stayed at, that's UGC.
User-generated content is mostly owned by the individual who uploads it online. It is therefore essential that one understands the legal aspect associated with UGC. As a brand, you will need the permission of the user if you want to post their content on the company's website and social media platforms.
CRM and Social Media Improve Customer Support
The popularity of social media also improves Customer Relationship Management because it creates an environment that makes it easier for customers to interact with companies, and it encourages interactions that were previously neglected by customers.
