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Saturday, July 13, 2024

The Marketing Strategy Of Burberry: A Case Study On Building A Luxury Brand

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Introduction

Burberry is a British luxury fashion house that was founded in 1856. Over the years, Burberry has become one of the most recognizable and prestigious fashion brands in the world. This case study will explore how Burberry has built and maintained its luxury brand through effective marketing strategies.

Brand History

Burberry started as a small clothing shop in Basingstoke, England. In 1880, Thomas Burberry invented a new waterproof material called gabardine, which was used to create the famous Burberry trench coat. In the early 20th century, the trench coat became popular with British military officers, and soon after, with civilians. Today, the Burberry trench coat is an iconic symbol of luxury and style.

Marketing Strategy

Burberry’s marketing strategy is centred around building and maintaining a strong brand image. The brand’s image is built on its heritage, quality, and innovation. Burberry has always been committed to using the best materials and craftsmanship to create high-quality products. The brand’s innovation is evident in the use of its signature check pattern, which has become synonymous with the brand.

Burberry’s marketing strategy is also focused on creating a unique and memorable customer experience. The brand has created flagship stores around the world that are designed to reflect the brand’s heritage and luxury. Burberry’s stores feature digital screens that showcase the brand’s latest collections and campaigns. The brand also uses social media to engage with customers and showcase its products.

Digital Innovation

In recent years, Burberry has been at the forefront of digital innovation in the luxury fashion industry. The brand has launched several digital initiatives aimed at creating a unique and engaging customer experience. In 2010, Burberry became the first luxury brand to launch a live stream of its runway show. The live stream was broadcasted on the brand’s website and social media channels, allowing customers to experience the show from anywhere in the world.

Burberry has also launched several digital campaigns that have gone viral. In 2013, the brand launched the Burberry Kisses campaign, which allowed customers to send virtual kisses to their loved ones using their webcam. The campaign was a huge success and generated over 8 million kisses in just one month.

In 2016, Burberry launched the “Snapchat Show” during London Fashion Week. The show was broadcasted on Snapchat’s Discover channel and was available to viewers for 24 hours. The show featured behind-the-scenes footage of the runway show, as well as interviews with the models and designers.

Sustainability

In recent years, Burberry has also made sustainability a key part of its marketing strategy. The brand has launched several initiatives aimed at reducing its carbon footprint and promoting sustainable practices. In 2019, Burberry announced that it would stop burning unsold stock, a practice that had been criticized by environmental groups.

Burberry has also launched a program called “ReBurberry” which aims to reduce waste by recycling and repairing products. The program allows customers to bring in their old Burberry products to be repaired or recycled. The brand has also committed to using sustainable materials in its products, such as organic cotton and recycled polyester.

Overall, Burberry’s marketing strategy provides a valuable case study for businesses looking to build and maintain a strong brand in the luxury market. By focusing on heritage, quality, innovation, and sustainability, Burberry has been able to create a unique and memorable brand image that resonates with customers around the world. As the fashion industry continues to evolve, Burberry’s commitment to innovation and sustainability will be essential in ensuring its continued success as a luxury brand.

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