How Burberry Became the King of Fashion Marketing
Burberry is one of the most famed fashion houses in the world, notable for its unique styles, Britishness, and ability to combine iconic looks with innovative fashion. However, many people don’t know that Burberry is a leader in business marketing, showing other fashion companies how it should be done.
By collaborating with tech companies and exploring technological inventions, Burberry has moved ahead of the pack in the fashion world. Whether it’s the company’s amazing social media output, or some stellar ideas for marketing its products, Burberry has been leading the way.
Those marketing strategies worked, too, with Burberry increasing its value by over 80% in 2018. Let’s take a look at what the company did to achieve that success:
Burberry Bespoke
The Burberry Trench Coat is one of the company’s most iconic products. Popular amongst customers both online and in stores, Burberry came up with an amazing marketing gimmick while also breathing new life into the Trench Coat.
With the Burberry Bespoke program, the company gave customers the ability to customize their coat online. Shoppers could select the color, fabric, materials, and style of the Trench Coat. With some easy-to-use customization tools, there were 10 style combinations available in total. The campaign was a raging success, making the Trench Coat accessible to a wide consumer-base.
Burberry Kisses
Burberry is famous for its pattern and fashion, but the company is also one of the best beauty brands. When it came time to launch the Burberry Kisses line of lipstick, the company wanted to do something original. Not only did Burberry succeed in creating a unique launched, but it also developed a marketing campaign that was a huge hit.
Riffing off the Burberry Kisses name, the brand tapped into technology and customers who use smartphones by partnering with tech giant Google. Through a unique collaboration, Burberry used Google facial recognition technology to allow users to send personal messages and a virtual kiss. Using a phone or PC camera, users could replicate their lips and seal the message with a virtual representation of their kiss.
The message also works in 3D backgrounds like augmented reality games such as Pokémon Go. You can place messages in famous landmarks or street view. Burberry Kisses have been a massive success for the company.
Snapchat Deliveries
Burberry has become fantastic at following tech trends to speak to their customers on services they love. One such example was the company reacting to the massive success of Snapchat when the app exploded a few years ago. To promote its products, Burberry created a snapcode that allows customers to unlock exclusive content on the Snapchat app.
Whether it’s behind the scenes videos or information about products, these snapcodes gave customers an insight into Burberry’s process. So successful was this campaign that the company debuted its entire Spring/Summer 2016 collection on Snapchat.
Since then, the company has continued to explore social media, such as Instagram and Tik Tok in unique and interesting ways.