Burberry is one of the oldest fashion brands in the world, founded in 1856, and upgraded the brand by using new technology while keeping its heritage. The brand has the most technologically advanced stores in the UK, in buildings like the historical one on London’s Regent Street, which was constructed in 1820, they still manage to be up to date with the latest devices. Burberry connects with its customers in an authentic way and they inspire other big brands with their marketing innovations, campaigns, runway shows and more.
The innovation started around 2010, when live-streaming began, and designers wanted to include technology into their brand. Nowadays everyone can see that Burberry runs its business using more and more technology and new inventions, becoming one of the most luxurious brands in the world, while staying flexible. The brand manages to come up with new innovations regarding campaigns, stores, social media, while looking effortless.
The Runway Trick
Just like Rebecca Minkoff and Thakoon, Burberry announced a long time ago that each collection will be available to buy after the show, both online and in-stores. The digital and print ads will also launch this way, and to upgrade their game, there will be live musical performances and maybe digital partnerships.
Social Media usage
The brand truly knows how to connect with the consumer by using social media platforms. On Snapchat, Burberry was the first brand to publish the advertising campaign live, a campaign shot by Mario Testino.
The brand also let its followers to see a sneak peak of the womenswear collection back then, before the official runway show. Burberry was also the first brand to shoot its advertising campaign live on Instagram. The campaign for the Brit Fragrance collection was photographed live by Brooklyn Beckham.
Burberry took over Twitter too, with the launch of a button which allowed customers to buy, directly from a tweet, the nail polish colours worn by the models on the runway. Another interesting collaboration was Burberry with Google, and they came up with “Burberry Kisses”, a concept which allowed people to kiss their screens and send their lip prints to their loved ones.
Another collaboration with Google brought customers ‘The Burberry Booth’, where they could star in the ‘Burberry Festive Film’ alongside the cast. They could personalize the video and share it on YouTube. Apple Music decided to choose Burberry to launch their music channel with songs featuring live performances from Burberry shows. In this way, the consumer is one step closer to the British heritage and understands its luxury.
A Burberry Film?
Burberry created a short festive film celebrating the history of its founder, Thomas Burberry, as a Christmas ad. (Watch HERE)
The three-minute story looks like a drama movie trailer and it was viewed over 14 million times on YouTube. The story of the famous signature Burberry trench couldn’t be presented better. In the dramatic love story the famous actor Domhnall Gleeson plays Thomas Burberry, Sienna Miller plays his wife, Dominic West plays the explorer who wore Burberry for his expeditions, and Lily James plays the pilot who flew from England to Cape Town in 1937 dressed in Burberry.
“This Christmas, as we celebrate our 160th anniversary we wanted to tell the story of Thomas Burberry – pioneer, inventor, innovator, and the man behind the iconic trench coat – in our own words. The film we have made is a brief glimpse inspired by his full and extraordinary life, which threaded its way through the history of the 20th century in all its tumultuous highs and lows.” – Christopher Bailey, chief creative and chief executive of Burberry
Crazy concepts even for Burberry…
The most interesting experience that I have heard was the Burberry one since 2012.
They opened a store on Regent Street in London and as they wanted the customers to experience brand’s heritage and history, they had 500 speakers and 100 screens showing contents by Burberry. The screens showed digital rain showers across the store, with synchronized sounds.
The brand also had digital chips into products, when activated, a short films told the story of its creation, showing the customer sketches and runway clips. When he moved around the store, the chips caused the mirrors to turn into digital screens which showed the next content. Sounds too futuristic!
When Burberry launched an interactive campaign featuring 3D technology, everyone freaked out. Why? Because they had the opportunity to personalize visuals of the iconic heritage scarf on the largest digital screen in Piccadilly Circus, London.
Another technology that I found interesting was the Burberry Beauty Box. This concept allowed clients to select different beauty products, then select their skin tone, hair colour etc, and see how it would look on them.
Burberry is a brand that continues to inspire and I expect to see many fashion brands trying to upgrade the usual and expected face of fashion.