My Burberry
My Burberry fragrance campaign was released in 2014 inspired by the iconic Burberry trench coat. The scent is influenced by and captures the essence of a London garden after the rain (Burberry, (2014). The campaign features both Kate Moss and Cara Delevinge, two well known models in the fashion industry. Kate Moss was chosen because Christopher Bailey wanted to bring Burberry to the people rather than people to Burberry, Kate was the best person to communicate this through the royalty of being and creating it herself, rather than inheriting. Cara was selected as a new and unknown model before she came internationally famous: Christopher Bailey was so seduced by her energy that he believed she would be the perfect person to represent the brand. (B, London (2014).
Figure 1 Kate and Cara for Burberry 2014
In 1914, Thomas Burberry the founder of Burberry in 1856 (Linda Watson, (2008) was commissioned to adapt army officers coats for the trenches: this is what my Burberry was based upon (Caryn Franklin (2012). He produced a civilian version of the rain coats worn by British army officers. (Harriet Worsley (2001). The coat closes with a single strap and buckle fastening and only features a button at the collar. With the use of rain, the campaign not only demonstrates the trench coat as an item of clothing but can also be used as an umbrella representing the brand as trustworthy and reliable. The clever use of spraying the perfume which escalates into rain recreates the smell of a gardens in London after a storm. The advert illustrates that Burberry is traditional but modern hence the use of the Trench coat which represents heritage and reflects an influential point in history. Using the two iconic Burberry models who had never worked together reflects the talent and brings out the true personality in them both, giving off the explosive energy and capturing Kate and Cara the people rather than Kate and Cara the models. Both were loosely directed by the photographer, Mario Testino however it was lead mainly by the models them-selves therefore reflecting the name,
The common link between the majority of Burberrys advertising campaigns is the combination of the classic trench coat and rain. As demonstrated in the 2012 London Fashion Week where spectators were not only shown the latest fashion but also a spectacular rain show created by special effects (M, Rawi (2012). The iconic trench coat is a timeless piece of design that is recognised world wide and can be present in even the most recent advertising campaigns.
“Capturing Kate and Cara the people rather than Kate and Cara the models�
In addition to the successful advertising campaign (Best Global Brands, (2014), the bond created between the models has allowed the consumer to connect with the campaign as being genuine and believable. The models are represented in a natural manner, behaving and following their own lead. This allows the consumers to relate to the advert as a result of no false pretences leaving consumers considering whether the advert has been staged or photoshopped, making the consumer feel equal and directly targeted.
The advert consists of Kate and Cara and the fragrance, making the models the main focal point. This represents Burberry as passionate about their consumer and making them the focus. This also ensures that the consumers mind doesn’t begin to wander and the focus remains on the product. The styling is very simplistic and only consists of the Burberry trench coat and nude shoes to reflect nature and keeps the consistency of the adverts flowing with the use of the coat. There is little text used in the advert as the trench coat is so recognisable that consumers are aware of what the brand is without having to be told. The social context behind the advert is to bring two successful models together and capture them as individuals people, allowing consumers to relate to them rather than the need to look like them. It represents feminism and how the models are celebrated for their natural looks and behaviour. It endorses all women, keeping them on the same level with equality to men. The shape and materials used in the bottle and the classic burberry trench coat reflects the historical context of the advert, influenced by current focus on the 100th anniversary of WW1 and Burberrys connection (First World War Centenary, (2014).
Figue 2 Kate and Cara for Burberry 2014
Figue 3 Kate and Cara for Burberry 2014 Figue 4 Kate and Cara for Burberry 2014
Figure 5 Thomas Burberry
Figure 6 Burberry Mens Trench Coat
Figure 8 Kate and Cara for Burberry 2014
Figure 7 Officers in Overcoats
Figure 9 Kate and Cara for Burberry 2014
The bottle demonstrates parts of the trench coat as it contains details such as a large hornfinish cap reminiscent of Burberry’s buttons, the handtied knot made of Englishwoven gabardine fabric and the curve of the glass, which echoes the trench coat’s gun flap. (D, Oliver (2014) The advert is presented in a friendly, light hearted tone of voice giving off a laid back and warming message therefore representing the brand as traditional, family orientated and of high quality. My Burberry was mainly placed in print media, especially fashion magazines such as Vogue. These static images were taken in monochrome and depict Kate and Cara sitting on the perfume bottle intertwined with each other representing a motherly loving relationship. The monochrome style is also an acknowledgement of the historic content. Vogue relates to the target customer as the brand targets middle to upper class women who have an interest and desire in Fashion. Vogues target customer is an middle to upper class female in their late teens who work in the fashion industry or just have a general passion for fashion therefore, the customers exposed to the advert in Vogue are more likely to purchase the product (C, Long (2014).
Figure 10 Kate and Cara for Burberry 2014
Figure 9 Kate and Cara for Burberry 2014
Figure 10 Kate and Cara for Burberry 2014
‘My Burberry’ advert was also placed on TV and social media sites that feature the whole 41 second video which allows Burberry to connect with a wider target audience as well as the typical technology user. The advert definitely promotes and reflects the brand in a positive light and really captures the essence through the connection Kate and Cara have. Its shot on a plain studio background with limited props meaning the main focus is on the models, this reenforces the brand as a company that has full focus on their customer and with their best interests at heart. Further more the advert is very powerful as the connection between Kate and Cara represents a relationship that most women have experienced with another female family member or friend making it easy to relate to and understand making the consumer feel as though they are valued as a Burberry customer.
References:
Image References:
B, London (2014). ‘Kate Moss and Cara Delevingne were explosive’ Mario Testino and Christopher Bailey take us behind the scenes on steamy My Burberry shoot (online). Available at: http://www.dailymail.co.uk/femail/article-2794162/kate-mosscara-delevingne-scenes-steamy-burberry-shoot.html (Accessed March 2015)
Figure one. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://community.ucreative.ac.uk/article/36658/ Referencing-image-sources-using-the-Harvard-style (Accessed March 2015)
Best Global Brands (2014). Burberry (Online). Available at: http://www.bestglobalbrands.com/2014/burberry/ (Accessed March 2015)
Figure two. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://i.dailymail.co.uk/i/ pix/2014/10/15/1413382950811_wps_40_image007_png.jpg (Accessed March 2015)
Burberry, (2014). My Burberry (Online). Available at: http:// uk.burberry.com/my-burberry/ (Accessed March 2015)
Figure three. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://www.fragrantica.de/Parfum/Burberry/ My-Burberry-25836.html (Accessed March 2015)
C, Long (2014). Burberry’s Blockbuster (Online). Available at: http://blogs.ft.com/material-world/2014/09/02/burberrys-blockbuster/ (Accessed March 2015)
Figure Four. Thomas Burberry Available at: http://www.tiki-toki.com/timeline/entry/147542/Burberry-A-History/#vars!date=1856-04-16_14:07:48! (Accessed March 2015)
Caryn Franklin, (2012). CHAPTER Fashion: The Ultimate Book of Costume and Style, London: Dorling Kindersley Limited. PAGE NUMBER
Figure five. Burberry Mens Trench Coat. Available at: http:// www.vox-magazine.com/2013/08/22/burberry-trench-coat/ (Accessed March 2015)
D, Oliver (2014). Kate Moss And Cara Delevingne Steam Up New My Burberry Fragrance Ad (Online). Available at: http:// www.huffingtonpost.com/2014/09/02/kate-moss-cara-delevingne-my-burberry-ad_n_5736964.html (Accessed March 2015)
Figure six. Officers in Overcoats. Available at: http://www. usmilitariaforum.com/forums/index.php?/topic/41289-wwi-officers-overcoat/ (Accessed March 2015)
First World War Centenary, (2014). Events Search (Online). Available at: http://www.1914.org/why_remember/ (Accessed March 2015) Harriet Worsley (2011). 100 IDEAS THAT CHANGED FASHION. London: Laurence King Publishing. 51. Linda Watson. (2008). The Designers. In: Lisa Dyer, Zia Mattocks, Alice Whatlet VOGUE: Fashion. 3rd ed. London: Conde Nast Publications LTD. 176 Rawi, M (2012). ‘Burberry steals the show at London Fashion Week with fake showers at Hyde Park’ (Online). Available at: http://www.dailymail.co.uk/femail/article-2103813/Burberrysteals-London-Fashion-Week-fake-showers-Hyde-Park.html (Accessed March 2015)
Figure seven. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://www.popsugar.com/beauty/photo-gallery/35593481/image/35593488/Kate-Moss-Cara-DelevingneBehind--Scenes-Burberry (Accessed March 2015) Figure eight. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://fashion.telegraph.co.uk/beauty/news-features/TMG11068527/Cara-Delevingne-and-Kate-Moss-getclose-to-launch-My-Burberry-perfume.html (Accessed March 2015) Figure nine. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://fashion.telegraph.co.uk/beauty/news-features/TMG11068527/Cara-Delevingne-and-Kate-Moss-getclose-to-launch-My-Burberry-perfume.html (Accessed March 2015) Figure ten. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://galleryhip.com/kate-moss-burberry.html (Accessed March 2015) Figure eleven. Testino, Mario (2014) Kate and Cara for Burberry. Available at: http://www.luxuo.com/beauty/my-burberry-fragrance-ad-campaign-2014.html (Accessed March 2015)