DIGITAL MEDIA ANALYSIS ELIZABETH CRAFFORD, ALLEE LIZAMA & GERALD PACE
INTRODUCTION • • • • • • • • • • • • •
Background on the Brand Target Market Digital and In-Store Experience Integration Mobile Site Search Marketing Social media Recent Campaigns & Video Marketing Trends in the Luxury Marketplace Competitor Analysis Privacy Policies and Security Recommendations Conclusion Discussion
BACKGROUND “159 Year Old Brand With A Distinctly British Attitude”
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Founded in 1856 by Thomas Burberry
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Global luxury brand with a distinctive British identity
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Craftsmanship, innovation, design
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Innovative use of digital, social, and traditional media
TARGET MARKET
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• • •
the influencers, tastemakers, official critics and reviewers in society incredibly brand loyal as a collective whole increasingly attractive level of disposable income target will pay dividends to Burberry for years to come
“We needed to purify the brand message and how we were going to do that; by focusing on outerwear, by focusing on digital, by targeting a younger consumer.” ~Christopher Bailey, CEO
DIGITAL AND IN-STORE EXPERIENCE INTEGRATION
2006 We bby Fash ion Website ‘ Honoree’
MOBILE SITE •
created in 2013
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extension of burberry.com
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visually appealing and user friendly
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live stream or watch fashion shows
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easily buy products
SEARCH MARKETING
SOCIAL MEDIA
17m followers
content drives the company as a leading fashion icon.� ~Christopher Bailey, CEO
3.8m followers
3.2m followers
4.5m followers
USER-GENERATED CONTENT http://artofthetrench.burberry.com/
Gives fashio
Power of
2010 We bby Socia l Network ing ‘Honoree’ & British F a shion Digital Inn ovation A ward
over 7 million views
VIDEO AND MOBILE MARKETING
2014 We bby Digita l Campaig n & Display and Bann er Advertisin g ‘Honore e’
(Karmali, 2013)
INTERACTIVE MARKETING My B URBERR Y
“Inspired by the iconic Burberry trench coat, the scent captures the essence of a London garden after the rain.”
MOST RECENT CAMPAIGN
TRENDS IN THE LUXURY MARKETPLACE • online sales only 4% of the luxury markets • digital is important and growing •
200 million new luxury customers in last 20 years •
20% purchases influenced by digital media
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55%+ brand desirability from social media networks
• Balancing digital growth and exclusive reputation
COMPETITIVE ANALYSIS IN DIGITAL SPACE
Digital Competitive Map (July 2014) | Source: Exane BNP Paribas
(Kansara, 2014)
Comp etit or An alysi s: Ma r k e t L e a d e r s
Competitor Analysis Top Fashion Brands for Social Media
#1
#3 Louis Vuitton #7 Michael Kors #8 Gucci
Ranking Considerations: • Engagement • Growth • Message Propagation (Dachis Group, 2013)
Competitor Analysis Top Fashion Brands for Social Media
#1
#3 Louis Vuitton #7 Michael Kors #8 Gucci
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Fastest Growing Audience
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Most Fan Posts •
150% more than Burberry
Ranking Considerations: • Engagement • Growth • Message Propagation (Dachis Group, 2013 & Williams, 2014)
COMPETITOR ANALYSIS: THE GOOD • Campaigns successfully engage millennials •
7 of top 10 Fashion Week Instagram photos
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Kors All Access
THE BAD •
Risk of overexposure •
Becoming “too ubiquitous”
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3% drop in sales
Kors All Access
(Pathak, 2015)
PRIVACY AND SECURITY • Centralized “Burberry Chat” poses risk of data breach • Internal conversations • Customer’s personal information • Sales and operations data • Maintain transparency when expanding digital presence
RECOMMENDATIONS
1. Develop/improve permanent mobile app 2. Improve SEO strategies 3. Add interactive elements to website
CONCLUSION Burberry is currently a market leader in luxury fashion digital space, and needs to retain this tradition of innovation
DISCUSSION 1. Do you believe that an increasingly digital marketing scheme could deplete the brand equity of a luxury brand, like Burberry, among loyal consumers? 2. What other strategic digital media platforms could Burberry use to engage with customers? 3. What role does digital media play in the future for luxury brands?
THANK YOU!
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Ayyar, Rohan (2014). “Don’t Miss the Digital Transformation in Luxury Brand Marketing”. Entrepreneur. Retrieved from: http://www.entrepreneur.com/article/236059 burberry.com Dachis Group (2013) “The Top 30 Fashion Brands on Facebook [Infographic]” .Pivotcon. Retrieved from: http://pivotcon.com/the-top-30-fashion-brands-on-facebook-infographic/ Davis, Scott (2014). “Burberry’s Blurred Lines: The Integrated Customer Experience”. Forbes. Retrieved from: http://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-customer-experience/ Greenberg, E. & Kates, A. (2014). “Strategic Digital Marketing.” New York: McGraw-Hill Education. ISBN: 978-0-07-181950-3. Hutchings, Emma (2015). “Burberry Partners with Social App to Lifestream Fashion Shows” PSFK. Retrieved from: http://www.psfk.com/2015/02/isabelle-daeron-bibliophoniebench.html
Kansara, Vikram Alexei (2014). “Burberry remains the Digital Leader, while Celine Trails the Industry”. The Business of Fashion. Retrieved from: http://www.businessoffashion.com/ articles/fashion-tech/burberry-remains-digital-luxury-leader-celine-trails
Morrison, Maureen (2012). “A Focus on Digital Makes Burberry Relevant to a New Generation”. Ad Age. Retrieved from: http://adage.com/article/cmo-strategy/a-focus-digital-makes-burberry-relevant-a-generation/238671/ Pathak, S. (2015). “Michael Kors is now on Snapchat, which might be a problem”. Retrieved from: http://digiday.com/brands/michael-kors-snapchat/a Williams, G. (2014). “Why the online/offline split no longer matters”. Wired UK. Retrieved from: http://www.wired.co.uk/magazine/archive/2014/03/features/ecommerce-is-history