Making the consumer their main piority
April £4.40
The latest fragrance ‘My Burberry’ Burberry are hitting the digital market hard
BRAVE BURBERRY KATE MOSS AND CARA DELEVINGNE MAKE A BANG!
MY BURBERRY My Burberry Advert 2014My Burberry advert, 2014
Cara Delevigne Burberry A/W Campaign, 2014 Kate Moss with Hugh Dancy in Burberry Brit, 2008
ALL HAIL CHRISTOPHER BAILEY! Creative Directorfor Burberrry Christopher Bailey has done it once again. This time bringing together the world’s top models to promote Burberrys newest fragrance.
“THE SMELL OF A LONDON GARDEN AFTER A RAIN SHOWER” 2
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kate Moss for burberry Shot by mario Testino
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The idea of simplistic – because if there was a location it would take away the urberry’s latest video and attraction of the trench coat and energy print campaign was to promote their between the models. They star the worlds newest fragrance ‘My Burberry’ most popular celebrities/ Models at the which featured the worlds most time. Cara Delevingne also appears in iconic models Cara Delevingne the autumn/winter 2014 campaigns. The and Kate Moss shot by famous brand advertises their accessories from photographer Mario Testino. bags to scarves along with the signature The models have starred in other Trench coat being worn by every model. Burberry Campaigns but have never They use a variety of ages of celebrities been shot together. The advert also such as Romeo Beckham to Kate Moss. has the trend of customisation. The Kate Moss is one of Burberry’s girls Fragrance and advert was created to as she has been in previous Burberry represent the brand’s classic trench advertisements promoting their iconic coat. Majority of Burberry’s previous Trench coat and was in the advert for campaigns are located in a studio just Burberrys previous fragrance ‘Burberry like the ‘My Burberry’ advert. Brit’ with male celebrity Hugh Dancy.
In different campaigns they use a black and white effect which has also been used in this advert it gives the idea of simplicity, which is what Burberry want you to think when, you see their brand. Famous photographer Mario Testino is known for working on Burberry campaigns and photographing his muse ‘Kate Moss’. The ‘My Burberry’ campaign has made the consumer it’s main piority. The name “MY BURBERRY” refers to
the owners of the iconic trench coat. The advert can connect to the target consumer, as it can be fan- based related. People are fans of the brand itself or of the celebrities; Kate Moss, Cara Delevingne or Mario Testino. Consumers can participate in the campaign, as it is interactive, by being able to customize their own bottle They can have three of their initials carved on a 90ml bottle for free. In
areas such as London’s Piccadilly Circus, Covent Garden and other places such as New York there are interactive billboards, which display a live large sized version of the monogrammed bottle with the consumer’s initials on it which has been designed from the users smart phone. Users can also create their own personalised bottle through social media on the Facebook and Twitter
app. Burberry has also teamed up with channel 4. After viewers have watched 40d they can create their own bottle at the end of the advert. Furthermore, the user is able to purchase their customised bottle at the nearest Burberry store, which is shown through live mapping directions on the users phone. Burberry is a
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MY BURBERRY luxurious brand known for their signatured checkered trench coat through sophistication and class. The value of Burberry is that you can rely on them, knowing their products are of good quality, timeless and will just always be in fashion. The personality for Burberry would be beautiful, confident, sophisticated, classic, glamorous, simplistic and of British heritage. The action the company take is they are digital orientated they have interactive campaigns such as the ‘My Burberry’ advert.
They are Interactive in store; Ipads instead of tills, creating the consumers personalised Burberry bottle giving the user more of a digital experience. Burberry also heavily relies on social media sites such as the apps for the user to create their customized bottle on. As previously mentioned we all know Burberry are famous for their Trench coat. The company wanted to create this through ‘My Burberry’ as it represents the smell and look of the Burberry trench.
“Reminiscent of the signature honey shade, one of the three collections in the brands heritage trench
coat collection” -Francis KurkdijanThe coats horn buttons inspired the bottle lid, the trench coat which is made of English woven gabardine has been incorporated in the ribbon around the neck of the bottle
“The trench is traditional, timeless wear anytime, anywhere”- Kate Moss
Spring/Summer 14 Collection, Burberry
^ How the coat has changed, it is more associated as a fashion item now. < Soldier wearing Trench coat in WW1 protecting himself from the conditions in the Trenches. le WW1 soldier
Personalised monogrammed bottle on Billboard.
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WW1 INFLUENCE The advert is influenced from the history of the Trench coat. Thomas Burberry founded the fabric gabardine in the 1880’s there was nothing like this around at the time. In 1914 Burberry was approached by the War office to modify the officer’s coat so it could be suitable for the conditions in the war; the Trench coat was Born.
The Coat was first used in 1895 in the Boaer war. It was used to protect soldiers fighting in the Trenches as they were comfortable, light weight and waterproof. They were able to move around in them on the battle field. After the war, the coat became very popular with the community In 1920 the check was created and was inserted into the lining of the coat.
<WW1 english officer wearing Trench Coat
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MY BURBERRY
Insert other my burberry photo! The trench coat has been seen in iconic movies for example on Audrey Hepburn in Breakfast at Tiffanys, Humphrey Bogard, Brigitte Bardot and many more. The Styling used in the advert is very simple just like the brand they show the 2models in the same clothes (Trench coats), same partening in their hair and exactly the same Strappy high heels. Even though there is a age gap between the models it gives us the impression of a mother and daughter relationship. The only props that seem to be here is the ‘My Burberry bottle and Trench coat. Mario Testino Captures the energy of the models very well, we
can see they are getting to know each other it gives the message that this is a fun fragrance. This campaign was placed in fashion magazines such as Vogue as this is a high end magazine targeted for the upper class consumer. It features designer advertisments such as Louis Vuitton, Chanel and Burberry. Females who purchases Luxurious products. In the Vogue magazine it features a spread of an interview between the two women about how they loved working with each other. As we live in a digital world Burberry have targeted the younger generation as the advert has also been produced as a video campaign appearing on various social media sites such as Twitter, Facebook and Youtube.
Burberry have definitely upped their game as their advert defines them as it is simple, promoting the fragrance and the trench coat as one. Also using the worlds most famous models to target the younger consumer and focusing more on the digitia market has without a doubt got people talking!.
1929, Greta Garbo in Burberry Trench coat
Cara and Kate on the set of the ‘My Burberry’ advert. 1948, Marlene Dietrich
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1942, Humphery Bogard in Casablanca
1963, Brigitte Bardot TATLER APRIL 2015
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LIST OF REFERENCES Simon Armstrong . (2014). The trench coatâ&#x20AC;&#x2122;s forgotten WW1 roots. Available: http://www.bbc.co.uk/news/uk-england-29033055. Last accessed 21st Mar 2014 . Katya Foreman. (2013). The trench: A coat for all seasons. Available: http://www. bbc.com/culture/story/20131024-the-trench-coat-for-all-seasons. Last accessed 21st Mar 2014 . Amy Lewis. (2014 ). New Burberry perfume will smell like classic trench coats?. Available: http://www.handbag.com/beauty-bag/news/a416927/new-burberry-perfume-will-smell-like-classic-trench-coats.html. Last accessed 21st Mar 2014 Shona Ghosh. (2014). Burberry puts personalisation at the heart of My Burberry campaign. Available: http://www.marketingmagazine.co.uk/article/1310249/burberry-puts-personalisation-heart-burberry-campaign. Last accessed 21st Mar 2014 . Carola Long . (2014). Burberryâ&#x20AC;&#x2122;s Blockbuster . Available: http://blogs.ft.com/material-world/2014/09/02/burberrys-blockbuster/. Last accessed 21st Mar 2014 . Lisa Niven. (2014). My Burberry: When Kate Met Cara. Available: http://www. vogue.co.uk/beauty/2014/09/02/kate-moss-cara-delevingne-my-burberry-perfume-advert. Last accessed 21st Mar 2014 . Lisa Lo Paro . (2014). Fashion Icons Kate Moss And Cara Delevingne Steam Up Burberry. Available: http://www.rantchic.com/2014/09/03/fashion-icons-katemoss-and-cara-delevingne-steam-up-burberry/. Last accessed 21st Mar 2014 . Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd . 146-147.
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