Burberry Branding Strategy

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“Together​ ​we​ ​will​ ​push​ ​the​ ​boundaries​ ​of​ ​design,​ ​technology​ ​and​ ​communication​ ​while​ ​never forgetting​ ​our​ ​heritage,​ ​our​ ​Britishness​ ​and​ ​our​ ​value”​ ​-​ ​Christopher​ ​Bailey

GRAP​ ​2552​ ​FASHION​ ​BRANDING​ ​SEM​ ​A​ ​2016

BRANDING​ ​REPORT

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By​ ​Thu​ ​Vu​ ​-​ ​Smriti​ ​Rai

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Content COMPANY​ ​ANALYSIS 1.​ ​PRODUCT​ ​MIX 2.​ ​TARGET​ ​MARKET 3.​ ​CHANNEL​ ​MIX 4.​ ​POSITIONING 5.​ ​ONLINE​ ​PRESENCE THE​ ​10​ ​C’s​ ​OF​ ​BURBERRY ISSUES/​ ​PROBLEM​ ​BRAND​ ​HAS​ ​TO​ ​FACE​ ​REGARDING​ ​SELLING​ ​ONLINE WIREFRAME SOCIAL​ ​MEDIA​ ​POLICY Dos​ ​and​ ​Donts 5​ ​Metrics​ ​to​ ​define​ ​brand's​ ​online​ ​reputation MOBILE/IPAD​ ​DESIGN Concept Description Functions Mock​ ​up CAMPAIGN​ ​WITH​ ​A​ ​BLOGGER Timing Description Marketing​ ​Collateral

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Offline​ ​elements Requirements E-MAIL​ ​CAMPAIGN Metrics Justification EMAIL​ ​MOCKUP SOCIAL​ ​MEDIA​ ​CAMPAIGN Concept Description Message Timing Justification Bibliography \

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COMPANY​ ​ANALYSIS Luxury​ ​British​ ​fashion​ ​house Burberry​ ​was​ ​founded​ ​in​ ​1856.​ ​Since​ ​then,​ ​Burberry​ ​has​ ​been​ ​known​ ​as​ ​a​ ​luxury​ ​fashion

house​ ​with​ ​a​ ​unique​ ​British​ ​identity.​ ​It’s​ ​coats​ ​were​ ​worn​ ​in​ ​the​ ​trenches​ ​of​ ​World​ ​War​ ​I

by​ ​British​ ​soldiers,​ ​and​ ​for​ ​decades​ ​thereafter​ ​they​ ​were​ ​so​ ​much​ ​a​ ​part​ ​of​ ​British​ ​culture

that​ ​the​ ​company​ ​earned​ ​a​ ​royal​ ​warrant,​ ​making​ ​it​ ​an​ ​official​ ​supplier​ ​to​ ​the​ ​royal​ ​family.

Sir​ ​Ernest​ ​Shackleton​ ​wore​ ​a​ ​Burberry​ ​during​ ​his​ ​Antarctic​ ​expedition.​ ​Moreover,​ ​ ​movie legends​ ​wore​ ​them​ ​on​ ​the​ ​silver​ ​screen.​ ​Thomas​ ​Burberry,​ ​the​ ​founder​ ​of​ ​the​ ​brand,

invented​ ​Garbadine-​ ​a​ ​waterproof​ ​material​ ​that​ ​makes​ ​Burberry​ ​outerwear​ ​which​ ​became the​ ​core​ ​business​ ​of​ ​the​ ​brand​ ​till​ ​now.

Leading​ ​Digital​ ​Innovation​ ​Fashion​ ​Brand The​ ​company​ ​has​ ​gone​ ​from​ ​a​ ​luxury​ ​brand​ ​known​ ​for​ ​its​ ​universality​ ​of​ ​products​ ​to​ ​the

global​ ​leader​ ​in​ ​digital​ ​luxury​ ​(Business​ ​Of​ ​Fashion​ ​2014).​ ​The​ ​strategy​ ​of​ ​the​ ​brand​ ​is​ ​set out​ ​clearly​ ​by​ ​its​ ​Chief​ ​Creative​ ​and​ ​CEO​ ​Christopher​ ​Bailey​ ​in​ ​Burberry​ ​Annual​ ​Report 2014/15​ ​to​ ​sustain​ ​the​ ​integration​ ​of​ ​physical​ ​and​ ​digital​ ​platforms,​ ​to​ ​refine​ ​physical

presence​ ​alongside​ ​the​ ​passion​ ​for​ ​music​ ​and​ ​digital​ ​innovation,​ ​which​ ​has​ ​become​ ​the brand​ ​identity​ ​worldwide​ ​(Burberry​ ​PLC).​ ​Burberry​ ​is​ ​also​ ​the​ ​leader​ ​in​ ​flagship

investment​ ​with​ ​their​ ​introduction​ ​of​ ​Burberry​ ​Regent​ ​Street​ ​-​ ​The​ ​New​ ​Burberry​ ​World

Live​ ​Flagship​ ​in​ ​London.​ ​The​ ​196​ ​years​ ​old​ ​building​ ​is​ ​woven​ ​by​ ​technology​ ​throughout​ ​its period​ ​architecture​ ​and​ ​it​ ​has​ ​the​ ​world’s​ ​largest​ ​retail​ ​store​ ​door.

Burberry​ ​also​ ​lays​ ​foundation​ ​to​ ​transform​ ​the​ ​brand​ ​in​ ​Japan​ ​-​ ​the​ ​world’s​ ​second​ ​largest luxury​ ​market​ ​and​ ​the​ ​trailblazer​ ​in​ ​high​ ​technology.​ ​These​ ​activities​ ​contributed​ ​to​ ​the

strong​ ​financial​ ​performance​ ​of​ ​the​ ​brand​ ​and​ ​has​ ​opened​ ​the​ ​door​ ​for​ ​the​ ​brand​ ​to​ ​be​ ​one of​ ​the​ ​world’s​ ​leading​ ​luxury​ ​brand.​ ​Moreover,​ ​with​ ​the​ ​successful​ ​strategy​ ​of​ ​“looked​ ​to the​ ​past​ ​and​ ​embraced​ ​the​ ​future”​ ​and​ ​the​ ​focus​ ​on​ ​the​ ​luxury​ ​customers​ ​of​ ​the​ ​future:

millennials,​ ​which​ ​mostly​ ​ignored​ ​by​ ​competitors,​ ​have​ ​been​ ​turning​ ​Burberry​ ​from​ ​aging iconic​ ​British​ ​brand​ ​into​ ​cross-generation​ ​global​ ​luxury​ ​brand.

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This​ ​brand​ ​identity​ ​onion​ ​below​ ​is​ ​showing​ ​an​ ​overview​ ​of​ ​the​ ​brand​ ​identity​ ​and​ ​how​ ​it​ ​is expressed​ ​through​ ​brand​ ​actions

The​ ​integration​ ​of​ ​Online-and-Offline​ ​world ‘Heritage’​ ​is​ ​the​ ​key​ ​theme​ ​developed​ ​throughout​ ​the​ ​year​ ​to​ ​celebrate​ ​Burberry’s

relaunch​ ​of​ ​its​ ​iconic​ ​trench​ ​coats​ ​and​ ​scarves.​ ​Besides​ ​introducing​ ​timeless​ ​and​ ​authentic products​ ​that​ ​embody​ ​the​ ​brand,​ ​Burberry​ ​also​ ​focuses​ ​on​ ​personalisation​ ​service​ ​on selected​ ​products​ ​such​ ​as​ ​trench​ ​coat,​ ​scarf,​ ​and​ ​fragrance.

The​ ​runway​ ​shows

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Burberry​ ​runway​ ​shows​ ​are​ ​organized​ ​4​ ​times​ ​a​ ​year​ ​in​ ​London.​ ​The​ ​brand​ ​has​ ​made​ ​the shows​ ​streamed​ ​live​ ​worldwide​ ​and​ ​enhanced​ ​audience​ ​experiences​ ​through​ ​innovative collaboration ●

YouTube:​ ​Functionality​ ​for​ ​audiences​ ​to​ ​move​ ​across​ ​multiple​ ​interlinking​ ​videos and​ ​pieces​ ​of​ ​content​ ​(S/S15​ ​Womenswear)

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LINE:​ ​Offering​ ​Japanese​ ​audiences​ ​to​ ​watch​ ​the​ ​A/W15​ ​Womenswear​ ​in​ ​real​ ​time

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Twitter:

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Enabling​ ​audiences​ ​to​ ​capture​ ​pictures​ ​of​ ​A/W15​ ​Womenswear​ ​show,​ ​live​ ​from​ ​the

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runway,​ ​from​ ​anywhere​ ​in​ ​the​ ​world​ ​through​ ​Tweetcam

‘Buy​ ​Now’​ ​function​ ​for​ ​customers​ ​to​ ​purchase​ ​Burberry​ ​beauty​ ​products immediately​ ​after​ ​the​ ​S/S15​ ​show

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British​ ​artists:​ ​Runway​ ​live​ ​music​ ​performance​ ​of​ ​famous​ ​British​ ​artists​ ​and​ ​artists that​ ​featured​ ​on​ ​the​ ​Burberry​ ​online​ ​platforms.​ ​The​ ​live​ ​tracks​ ​can​ ​also​ ​be downloaded​ ​on​ ​iTunes

The​ ​flagship​ ​market Burberry​ ​has​ ​opened​ ​new​ ​flagship​ ​stores,​ ​accompanied​ ​by​ ​city-wide​ ​events,​ ​marketing​ ​and social​ ​media​ ​campaign.​ ​Moreover,​ ​the​ ​physical​ ​flagship​ ​stores​ ​are​ ​woven​ ​with​ ​technology that​ ​enable​ ​customer​ ​to​ ​have​ ​the​ ​same​ ​experience​ ​as​ ​when​ ​they​ ​go​ ​on​ ​Burberry​ ​website. ● + +

Shanghai​ ​flagship:

Highlighted​ ​by​ ​the​ ​“Dream​ ​Of​ ​London”​ ​celebration

Partnered​ ​with​ ​WeChat​ ​to​ ​enhance​ ​customer​ ​experiences​ ​through​ ​their​ ​mobile devices

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Los​ ​Angeles​ ​-​ ​Rodeo​ ​Drive​ ​flagship:

Highlighted​ ​by​ ​“London​ ​in​ ​Los​ ​Angeles”​ ​event The​ ​event​ ​was​ ​reported​ ​live​ ​on​ ​Snapchat

Burberry’s​ ​“Art​ ​Of​ ​The​ ​Trench”​ ​social​ ​platforms​ ​celebrating​ ​the​ ​trench​ ​coat​ ​and​ ​an exclusive​ ​limited​ ​edition​ ​product​ ​collection.

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Standalone​ ​Beauty​ ​Store​ ​in​ ​Seoul,​ ​Korea:​ ​The​ ​store​ ​is​ ​inspired​ ​by​ ​the​ ​foirst

Burberry​ ​Beauty​ ​Box​ ​in​ ​Covent​ ​Garden,​ ​London,​ ​bringing​ ​together​ ​fashion, accessories,​ ​and​ ​beauty​ ​in​ ​a​ ​retail​ ​environment

1. PRODUCT​ ​MIX Burberry​ ​offers​ ​a​ ​product​ ​diversity​ ​across​ ​apparel,​ ​accessories,​ ​and​ ​beauty.​ ​The​ ​trench

coat​ ​is​ ​the​ ​core​ ​product​ ​and​ ​is​ ​among​ ​one​ ​of​ ​the​ ​most​ ​expensive​ ​products​ ​of​ ​the​ ​brand (most​ ​of​ ​them​ ​are​ ​priced​ ​over​ ​$1,000).

The​ ​trench​ ​coat The​ ​trench​ ​coat’s​ ​gabardine​ ​fabric​ ​was​ ​designed​ ​and​ ​developed​ ​for​ ​its​ ​breathable​ ​and

lightweight​ ​qualities.​ ​Invented​ ​in​ ​1879,​ ​the​ ​tightly​ ​woven,​ ​weatherproof​ ​cloth​ ​is​ ​strong and​ ​durable​ ​for​ ​protection.​ ​The​ ​Tielocken​ ​coat,​ ​designed​ ​by​ ​Thomas​ ​Burberry​ ​and

patented​ ​in​ ​1912,​ ​was​ ​the​ ​starting​ ​point​ ​for​ ​the​ ​trench​ ​coat.​ ​It​ ​has​ ​evolved​ ​into​ ​the​ ​style recognised​ ​today,​ ​and​ ​is​ ​worn​ ​around​ ​the​ ​world​ ​in​ ​distinctive​ ​Burberry​ ​fits​ ​and​ ​heritage colours.

Over​ ​100​ ​years,​ ​trench​ ​coat​ ​remains​ ​the​ ​brand​ ​signature​ ​and​ ​most​ ​recognized​ ​item.​ ​As

Burberry​ ​new​ ​target​ ​customers,​ ​who​ ​are​ ​young​ ​and​ ​have​ ​not​ ​much​ ​knowledge​ ​with​ ​the core​ ​product​ ​of​ ​the​ ​brand​ ​are​ ​more​ ​likely​ ​to​ ​wear​ ​trendy,​ ​fashion-forward​ ​items​ ​than​ ​a

rich​ ​culture​ ​piece​ ​that​ ​looks​ ​the​ ​same​ ​season​ ​to​ ​season​ ​with​ ​the​ ​use​ ​of​ ​beige​ ​color​ ​and​ ​the signature​ ​check​ ​lining,​ ​the​ ​brand​ ​now​ ​has​ ​been​ ​developed​ ​more​ ​than​ ​300​ ​SKUs​ ​(Ahrendts, 2013)​ ​.​ ​The​ ​brand​ ​has​ ​been​ ​introducing​ ​more​ ​edgy,​ ​seasonal​ ​designs​ ​for​ ​the​ ​trench​ ​coat.

Even​ ​the​ ​classic​ ​trench​ ​has​ ​been​ ​offered​ ​in​ ​a​ ​range​ ​of​ ​more​ ​vibrants​ ​and​ ​styles.​ ​Burberry trench​ ​coat​ ​has​ ​two​ ​divisions

The​ ​Heritage​ ​Trench​ ​Coat​ ​:​ ​The​ ​100​ ​year​ ​old​ ​design,​ ​made​ ​in​ ​England​ ​in​ ​five​ ​colours​ ​and four​ ​fits

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The​ ​Seasonal​ ​Trench​ ​Coat:​ ​Trench​ ​coat​ ​with​ ​trendy,​ ​seasonal​ ​modifications​ ​in​ ​patterns, colors,​ ​cuts,​ ​buttons,​ ​and​ ​everything​ ​from​ ​capes,​ ​mink​ ​collars,​ ​alligator​ ​epaulets​ ​to studded​ ​leather​ ​sleeves

Today,​ ​it’s​ ​taken​ ​for​ ​granted​ ​that​ ​the​ ​trench​ ​coat​ ​must​ ​remain​ ​Burberry’s​ ​most​ ​exciting, most​ ​iconic​ ​product​ ​and​ ​it​ ​guides​ ​the​ ​company’s​ ​decisions​ ​(Ahrendts,2013).

The​ ​launch​ ​of​ ​Burberry​ ​Beauty​ ​Line​ ​and​ ​Burberry​ ​Fragrance​ ​Line​ ​(My​ ​Burberry)​ ​took inspiration​ ​from​ ​the​ ​trench​ ​coat.

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The​ ​Burberry​ ​Bespoke Burberry​ ​Bespoke​ ​went​ ​live​ ​on​ ​burberry.com​ ​offering​ ​some​ ​12​ ​million​ ​possible​ ​styles,​ ​and have​ ​now​ ​been​ ​introduced​ ​in​ ​the​ ​physical​ ​stores​ ​in​ ​London​ ​and​ ​Chicago.

Apparel​​ ​-​ ​Menswear​ ​and​ ​Womenswear Burberry​ ​started​ ​with​ ​producing​ ​technical​ ​apparel​ ​for​ ​men,​ ​this​ ​could​ ​be​ ​a​ ​great

opportunity​ ​to​ ​strengthen​ ​brand​ ​heritage​ ​focusing​ ​on​ ​emerging​ ​sector.​ ​However,

women’s​ ​wear​ ​made​ ​12%​ ​underlying​ ​growth​ ​in​ ​revenue​ ​in​ ​2015​ ​(Burberry​ ​PLC,​ ​2015) which​ ​2%​ ​more​ ​compare​ ​to​ ​men’s​ ​wear.​ ​Burberry​ ​has​ ​three​ ​apparel​ ​line ●

Burberry​ ​Prorsum​ ​–​ ​The​ ​most​ ​fashion​ ​forward​ ​collection​ ​centered​ ​around runway​ ​shows,​ ​providing​ ​the​ ​design​ ​inspiration​ ​for​ ​the​ ​brand.

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Burberry​ ​London​ ​–​ ​The​ ​tailored​ ​collection,​ ​typically​ ​what​ ​a​ ​customer​ ​wears​ ​on weekdays​ ​for​ ​work.

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Burberry​ ​Brit​ ​–​ ​The​ ​most​ ​casual​ ​collection,​ ​typically​ ​worn​ ​on​ ​the​ ​weekend.

The​ ​designs​ ​remain​ ​simple,​ ​timeless,​ ​British​ ​chic.​ ​ ​If​ ​trench​ ​coat​ ​is​ ​the​ ​signature​ ​of​ ​the outerwear,​ ​then​ ​the​ ​polo​ ​shirts​ ​(both​ ​men’s​ ​and​ ​women’s)​ ​is​ ​the​ ​trench​ ​coat​ ​of​ ​the

apparel​ ​segment.​ ​Burberry​ ​polo​ ​shirts​ ​are​ ​the​ ​drive​ ​sales​ ​item​ ​of​ ​the​ ​brand​ ​because​ ​it’s​ ​the easy​ ​relatively​ ​inexpensive​ ​(less​ ​than​ ​200​ ​pounds​ ​for​ ​both​ ​men’s​ ​and​ ​women’s)​ ​and​ ​it never​ ​out​ ​of​ ​trend.

Accessories

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Burberry​ ​also​ ​provide​ ​a​ ​wide​ ​range​ ​of​ ​accessories​ ​including​ ​bags,​ ​shoes,​ ​sunglasses, watches,​ ​travel​ ​&​ ​digital,​ ​but​ ​above​ ​all,​ ​the​ ​iconic​ ​cashmere​ ​scarves.

Men’s:​ ​ ​iconic​ ​Scottish-woven​ ​scarves​ ​come​ ​in​ ​a​ ​variety​ ​of​ ​colours,​ ​prints​ ​and​ ​checks​ ​and can​ ​be​ ​personalised​ ​with​ ​up​ ​to​ ​three​ ​initials.​ ​Other​ ​styles​ ​are​ ​made​ ​from​ ​soft​ ​cashmere, seasonally​ ​updated​ ​in​ ​new​ ​prints​ ​and​ ​patterns,​ ​fringe​ ​scarves,​ ​and​ ​a​ ​selection​ ​of​ ​wool blends

Women’s:​ ​ ​iconic​ ​scarves​ ​made​ ​in​ ​Scotland​ ​cashmere​ ​in​ ​classic​ ​and​ ​lightweight​ ​styles,

available​ ​to​ ​personalise​ ​with​ ​up​ ​to​ ​three​ ​initials​ ​in​ ​customer’s​ ​choice​ ​of​ ​thread​ ​colour.​ ​The selection​ ​also​ ​includes​ ​cashmere​ ​in​ ​seasonal​ ​prints​ ​and​ ​patterns,​ ​wool​ ​blends,​ ​elegant slim​ ​silk​ ​designs​ ​and​ ​fringe​ ​scarves.

The​ ​Monogramming​ ​service​ ​-​ ​Personalise​ ​Yours ​ ​All​ ​scarf​ ​styles​ ​are​ ​available​ ​to​ ​monogram​ ​with​ ​up​ ​to​ ​three​ ​personalised​ ​initials​ ​in​ ​over​ ​30 complementary​ ​and​ ​contrasting​ ​thread​ ​colours,​ ​ranging​ ​from​ ​classic​ ​tones​ ​to​ ​seasonal

colours.​ ​Two​ ​different​ ​font​ ​sizes​ ​can​ ​be​ ​used​ ​to​ ​monogram​ ​one’s​ ​scarf.​ ​This​ ​service​ ​has attracted​ ​very​ ​strong​ ​customer​ ​response.

The​ ​monogrammed​ ​poncho,​ ​which​ ​featured​ ​in​ ​Womenswear​ ​show​ ​finale,​ ​also​ ​generated strong​ ​consumer​ ​and​ ​media​ ​interest

Beauty

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Burberry​ ​launched​ ​its​ ​beauty​ ​line​ ​in​ ​July,​ ​2010.​ ​In​ ​2013,​ ​the​ ​beauty​ ​line​ ​totally​ ​ ​became the​ ​brand’s​ ​in-house​ ​business.​ ​The​ ​line​ ​will​ ​include​ ​sheer​ ​foundation,​ ​blush,​ ​pressed powder,​ ​bronzer,​ ​liquid​ ​foundation,​ ​eyeshadow,​ ​eyeliner,​ ​lip​ ​gloss,​ ​lipstick,​ ​mascara, skincare.​ ​Burberry​ ​refers​ ​to​ ​beauty​ ​as​ ​its​ ​“fifth​ ​product​ ​division”​ ​after​ ​accessories, womenswear,​ ​menswear​ ​and​ ​childrenswear.

Burberry​ ​Beauty​ ​Line​ ​was​ ​an​ ​integral​ ​feature​ ​of​ ​the​ ​Womenswear​ ​runway​ ​shows​ ​with​ ​the nail​ ​collection​ ​available​ ​immediately​ ​following​ ​the​ ​show​ ​through​ ​the​ ​‘Runway​ ​Made​ ​To

Order’​ ​service.​ ​Burberry​ ​is​ ​also​ ​the​ ​first​ ​brand​ ​to​ ​sell​ ​beauty​ ​products​ ​to​ ​consumer​ ​in​ ​the US​ ​via​ ​Twitter’s​ ​‘Buy​ ​Now’.​ ​The​ ​brand​ ​launched​ ​The​ ​Burberry​ ​Beauty​ ​Box​ ​in​ ​Covent

Garden,​ ​a​ ​new​ ​concept​ ​space​ ​where​ ​shoppers​ ​can​ ​enjoy​ ​an​ ​exclusive​ ​collection​ ​of​ ​beauty products​ ​and​ ​accessories,​ ​and​ ​the​ ​Digital​ ​Nail​ ​Bar​ ​service​ ​for​ ​users​ ​to​ ​choose​ ​the​ ​nail colors​ ​that​ ​match​ ​their​ ​skin​ ​tone.

Fragrance Burberry​ ​has​ ​two​ ​fragrance​ ​lines,​ ​which​ ​are​ ​Mr.​ ​Burberry​ ​for​ ​men​ ​and​ ​My​ ​Burberry​ ​for Women.​ ​The​ ​fragrance​ ​is​ ​inspired​ ​from​ ​the​ ​iconic​ ​Burberry​ ​trench​ ​coat.

‘Make​ ​it​ ​yours’:​ ​is​ ​the​ ​monogramming​ ​service​ ​for​ ​My​ ​Burberry​ ​bottles​ ​introduced​ ​on

Burberry​ ​website​ ​and​ ​in​ ​selected​ ​wholesale​ ​and​ ​retail​ ​stores.​ ​This​ ​service​ ​allow​ ​users​ ​to monogram​ ​their​ ​own​ ​virtual​ ​bottles​ ​and​ ​share​ ​them​ ​on​ ​social​ ​platforms.​ ​In​ ​the​ ​UK,

registered​ ​subscribers​ ​to​ ​Channel​ ​4’s​ ​on-demand​ ​service​ ​4OD​ ​will​ ​also​ ​see​ ​a​ ​personalised My​ ​Burberry​ ​commercial,​ ​featured​ ​a​ ​bottle​ ​emblazoned​ ​with​ ​their​ ​name​ ​(Business​ ​Of Fashion,​ ​2014)

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Childrenswear

2.​ ​TARGET​ ​MARKET “​In​ ​a​ ​way,​ ​we’re​ ​right​ ​back​ ​to​ ​our​ ​roots.​ ​I​ ​always​ ​remind​ ​employees​ ​that​ ​we​ ​didn’t​ ​found​ ​the company,​ ​Thomas​ ​Burberry​ ​did—at​ ​the​ ​age​ ​of​ ​21.​ ​He​ ​was​ ​young.​ ​He​ ​was​ ​innovative.​ ​We​ ​say that​ ​his​ ​spirit​ ​lives​ ​on,​ ​and​ ​that​ ​it’s​ ​this​ ​generation’s​ ​job​ ​to​ ​keep​ ​his​ ​legacy​ ​going”

Recently,​ ​Burberry​ ​aimed​ ​at​ ​the​ ​Millennials,​ ​as​ ​most​ ​of​ ​the​ ​competitors​ ​ignored​ ​this

target​ ​market.​ ​This​ ​generation​ ​has​ ​the​ ​most​ ​influencers,​ ​tastemakers,​ ​official​ ​critics​ ​and reviewers​ ​in​ ​the​ ​society​ ​today.​ ​They​ ​also​ ​happen​ ​to​ ​be​ ​incredibly​ ​brand​ ​loyal​ ​as​ ​a collective​ ​whole,​ ​with​ ​an​ ​increasingly​ ​attractive​ ​level​ ​of​ ​disposable​ ​income.

By​ ​having​ ​five​ ​products​ ​divisions,​ ​namely:​ ​Womenswear,​ ​Menswear,​ ​Childrenswear,

Beauty,​ ​Accessories,​ ​with​ ​products​ ​separated​ ​into​ ​two​ ​lines:​ ​Classic​ ​line​ ​and​ ​Fashionable lines,​ ​Burberry​ ​is​ ​exposed​ ​to​ ​a​ ​larger​ ​market​ ​with​ ​customers​ ​aging​ ​from​ ​20​ ​to​ ​60,​ ​in​ ​all

genders.​ ​Moreover,​ ​the​ ​introduction​ ​of​ ​the​ ​Beauty​ ​Line​ ​with​ ​the​ ​My​ ​Burberry​ ​campaign

featuring​ ​Kate​ ​Moss​ ​(42​ ​years​ ​old)​ ​and​ ​Cara​ ​Delevigne​ ​(23​ ​years​ ​old)​ ​creating​ ​image​ ​that

age​ ​does​ ​not​ ​matter​ ​in​ ​the​ ​present​ ​time,​ ​women​ ​at​ ​any​ ​age​ ​can​ ​wear​ ​and​ ​still​ ​look​ ​great​ ​in Burberry,​ ​also​ ​Beauty​ ​(including​ ​cosmetics​ ​and​ ​fragrances)​ ​is​ ​affordable​ ​to​ ​variety​ ​age levels.

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There​ ​are​ ​three​ ​key​ ​consumer​ ​groups​ ​and​ ​geographic​ ​markets​ ​Burberry​ ​is​ ​aiming​ ​at 1. Chinese​ ​luxury​ ​consumers

2. Japanese​ ​luxury​ ​consumers 3. The​ ​Millennials ●

Demographic

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Age:​ ​born​ ​between​ ​1982​ ​-​ ​2003

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Gender:​ ​Men​ ​and​ ​women Location:​ ​Global

Education:​ ​college​ ​education​ ​and​ ​upper Class:​ ​Upper​ ​middle​ ​class

(Pew​ ​Research​ ​Center,​ ​2010)\ ●

Psychographics

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Innovation​ ​keen

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Early​ ​adopters​ ​and​ ​rely​ ​on​ ​technology 30%​ ​use​ ​4​ ​or​ ​more​ ​devices​ ​per​ ​day

Mainly​ ​rely​ ​on​ ​friends​ ​recommendations​ ​and​ ​the​ ​peer​ ​pressures

High​ ​consuming​ ​awareness​ ​-​ ​unlikely​ ​to​ ​be​ ​influenced​ ​by​ ​celebrities Read​ ​reviews​ ​prior​ ​to​ ​purchase

Remain​ ​trust​ ​in​ ​traditional​ ​advertising​ ​(TVC,​ ​print​ ​ads,​ ​billboards)

3.​ ​CHANNEL​ ​MIX Channels Burberry​ ​sells​ ​its​ ​products​ ​through​ ​3​ ​channels:​ ​retail,​ ​wholesale​ ​and​ ​licensing.

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For​ ​2014/15,​ ​retail​ ​accounted​ ​for​ ​71%​ ​of​ ​revenue,​ ​26%​ ​with​ ​wholesale.​ ​Burberry

has​ ​licensing​ ​agreement​ ​of​ ​European​ ​wholesale​ ​for​ ​childrenswear​ ​and​ ​Japanese​ ​license​ ​of global​ ​products.​ ​However,​ ​the​ ​Japanese​ ​license​ ​will​ ​expire​ ​during​ ​the​ ​2015/16​ ​period​ ​for another​ ​plan​ ​to​ ​expand​ ​Burberry’s​ ​global​ ​luxury​ ​collection​ ​in​ ​this​ ​key​ ​luxury​ ​market through​ ​directly​ ​operated​ ​store,​ ​concession​ ​and​ ​digital.

1. Physical​ ​stores​ ​(Offline) ●

Mainline​ ​stores

Burberry​ ​opened​ ​16​ ​mainline​ ​stores​ ​and​ ​closed​ ​17​ ​during​ ​the​ ​year,​ ​bringing​ ​the​ ​total

number​ ​of​ ​stores​ ​to​ ​214​ ​globally​ ​at​ ​the​ ​year​ ​end.​ ​Over​ ​half​ ​of​ ​the​ ​store​ ​openings​ ​were​ ​in flagship​ ​markets,​ ​including​ ​Los​ ​Angeles​ ​and​ ​Tokyo,​ ​with​ ​seven​ ​airport​ ​stores, predominantly​ ​in​ ​Europe,​ ​capitalising​ ​on​ ​the​ ​opportunities​ ​in​ ​travel​ ​retail ●

Concession​ ​stores

12​ ​concessions​ ​were​ ​opened​ ​during​ ​the​ ​year,​ ​including​ ​in​ ​Japan​ ​and​ ​the​ ​Middle​ ​East.

Twenty-six​ ​concessions​ ​were​ ​closed,​ ​reflecting​ ​the​ ​further​ ​planned​ ​elevation​ ​of​ ​the

portfolio​ ​in​ ​China​ ​and​ ​other​ ​parts​ ​of​ ​Asia​ ​Pacific,​ ​including​ ​South​ ​Korea​ ​(Burberry​ ​PLC, 2015)

2. Digital​ ​Commerce​ ​(Online)

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Burberry’s​ ​digital​ ​commerce​ ​continued​ ​to​ ​increase​ ​with​ ​the​ ​fastest​ ​growth​ ​rate​ ​found​ ​in Asia.

Burberry.com​ ​is​ ​the​ ​brand’s​ ​largest​ ​store​ ​in​ ​terms​ ​of​ ​traffic​ ​ands​ ​sales,​ ​available​ ​in​ ​44

countries​ ​in​ ​11​ ​languages,​ ​with​ ​strong​ ​customer​ ​services,​ ​including​ ​the​ ​collect-in-store, free​ ​shipping&return,​ ​and​ ​payment​ ​policies.

Burberry​ ​also​ ​run​ ​‘customer​ ​1-2-1’,​ ​where​ ​sales​ ​associates​ ​could​ ​create​ ​and​ ​view

customer​ ​profiles​ ​using​ ​visual​ ​wardrobes,​ ​and​ ​record​ ​product​ ​and​ ​fit​ ​preferences.

4.​ ​POSITIONING

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5.​ ​ONLINE​ ​PRESENCE Website Burberry.com Burberry​ ​turned​ ​to​ ​digital​ ​as​ ​core​ ​element​ ​of​ ​its​ ​customer​ ​strategy​ ​in​ ​order​ ​to​ ​develop

modern​ ​brand​ ​identity​ ​and​ ​design​ ​an​ ​excellent​ ​customer​ ​experience​ ​driving​ ​e​ ​commerce

with​ ​its​ ​sleek​ ​website​ ​which​ ​includes​ ​digital​ ​content.​ ​The​ ​unique​ ​digital​ ​content​ ​provides customization​ ​opportunities​ ​such​ ​as​ ​Burberry​ ​Monogram​ ​where​ ​customer​ ​can​ ​put​ ​their initials​ ​in​ ​the​ ​chosen​ ​design​ ​of​ ​bags.​ ​This​ ​allows​ ​customer​ ​to​ ​interact​ ​with​ ​a​ ​brand

encouraging​ ​young​ ​customer​ ​to​ ​become​ ​a​ ​tastemaker.​ ​The​ ​brand,​ ​furthermore,​ ​has​ ​The Art​ ​of​ ​Trench​ ​community​ ​where​ ​the​ ​customers​ ​posts​ ​pictures​ ​of​ ​themselves​ ​wearing

Burberry​ ​Trench​ ​Coat,​ ​which​ ​brings​ ​attention​ ​to​ ​the​ ​consumers​ ​ultimately​ ​attracting

thousand​ ​of​ ​users.​ ​Moreover,​ ​consumer​ ​can​ ​design​ ​and​ ​order​ ​the​ ​customized​ ​trench​ ​coat through​ ​Burberry​ ​Bespoke.​ ​In​ ​addition,​ ​Burberry​ ​Acoustic​ ​features​ ​British​ ​musician performing​ ​while​ ​wearing​ ​Burberry​ ​items.

Art​ ​Of​ ​The​ ​Trench​ ​minisite The​ ​campaign​ ​was​ ​initially​ ​designed​ ​as​ ​a​ ​standalone​ ​social​ ​media​ ​platform,​ ​instead​ ​of

being​ ​hosted​ ​on​ ​an​ ​existing​ ​platform,​ ​meaning​ ​Burberry​ ​had​ ​control​ ​over​ ​the​ ​aesthetics of​ ​the​ ​site​ ​rather​ ​than​ ​being​ ​confined​ ​to​ ​a​ ​particular​ ​format​ ​–​ ​however,​ ​users​ ​could

comment​ ​on​ ​them,​ ​‘like’,​ ​and​ ​share​ ​the​ ​photos​ ​via​ ​Facebook,​ ​Twitter​ ​and​ ​email.​ ​In​ ​the

year​ ​following​ ​the​ ​launch​ ​of​ ​the​ ​campaign,​ ​Burberry’s​ ​Facebook​ ​fan​ ​base​ ​grew​ ​to​ ​over​ ​a million,​ ​which​ ​was​ ​the​ ​largest​ ​fan​ ​count​ ​in​ ​the​ ​luxury​ ​sector​ ​at​ ​the​ ​time.

Six​ ​years​ ​on,​ ​the​ ​campaign​ ​has​ ​been​ ​adopted​ ​across​ ​a​ ​number​ ​of​ ​social​ ​media​ ​platforms,

particularly​ ​Instagram,​ ​Twitter​ ​and​ ​Pinterest​​ ​and​ ​images​ ​can​ ​be​ ​found​ ​under​ ​the​ ​hashtags #ArtoftheTrench​ ​and​ ​#AOTT.

19

YouTube Burberry’s​ ​YouTube​ ​channel​ ​has​ ​more​ ​than​ ​250,000​ ​subscribers​ ​with​ ​58,123,708​ ​views since​ ​it​ ​joined​ ​YouTube​ ​in​ ​2005.

YouTube​ ​is​ ​the​ ​main​ ​channel​ ​to​ ​convey​ ​and​ ​viralize​ ​Burberry​ ​Acoustic​ ​campaign,​ ​a​ ​music project​ ​of​ ​the​ ​brand​ ​to​ ​engage​ ​with​ ​customers.​ ​Burberry​ ​Acoustic​ ​prominently​ ​features known​ ​and​ ​newly​ ​discovered​ ​British​ ​musicians.​ ​All​ ​of​ ​the​ ​music​ ​artists​ ​are​ ​wearing

clothing​ ​from​ ​the​ ​Burberry​ ​Brit​ ​fashion​ ​line.​ ​There​ ​are​ ​64​ ​music​ ​videos​ ​produced​ ​and​ ​the videos​ ​are​ ​also​ ​arranged​ ​in​ ​a​ ​tiled​ ​layout​ ​on​ ​the​ ​Burberry​ ​website.

Burberry’s​ ​most​ ​viewed​ ​video​ ​on​ ​YouTube​ ​is​ ​The​ ​Burberry​ ​Festive​ ​Film​ ​-​ ​Celebrating​ ​15 Years​ ​Of​ ​Billy​ ​Elliot​ ​(approximately​ ​12,500,000​ ​views)​ ​starring​ ​a​ ​cast​ ​of​ ​British​ ​actors,

models​ ​and​ ​musicians:​ ​Sir​ ​Elton​ ​John,​ ​Julie​ ​Walters,​ ​Romeo​ ​Beckham,​ ​James​ ​Bay,​ ​George

Ezra,​ ​Michelle​ ​Dockery,​ ​James​ ​Corden,​ ​Naomi​ ​Campbell​ ​and​ ​Rosie​ ​Huntington-Whiteley.

Besides,​ ​the​ ​brand​ ​also​ ​creates​ ​organized​ ​playlists​ ​showing​ ​ ​different​ ​divisions​ ​of Burberry,​ ​such​ ​as​ ​Burberry​ ​Beauty,​ ​Mr.Burberry,​ ​Burberry​ ​Scarf​ ​Styling,​ ​Burberry

Campaign,​ ​Burberry​ ​Eyewear,​ ​Burberry​ ​Watches,​ ​Burberry​ ​Children,etc​ ​to​ ​give​ ​audiences an​ ​easy​ ​observation​ ​to​ ​the​ ​site.

20

Social​ ​Media Burberry​ ​have​ ​a​ ​really​ ​strong​ ​social​ ​strategy​ ​and​ ​are​ ​one​ ​of​ ​the​ ​most​ ​digitally​ ​innovative brands​ ​of​ ​its​ ​kind​ ​building​ ​uniform​ ​theme​ ​for​ ​all​ ​of​ ​their​ ​platforms​ ​and​ ​although​ ​the

content​ ​is​ ​similar​ ​across​ ​the​ ​different​ ​sites,​ ​they​ ​are​ ​fairly​ ​clued​ ​up​ ​about​ ​what​ ​content

works​ ​best​ ​where​ ​and​ ​really​ ​use​ ​this​ ​to​ ​their​ ​advantage​ ​–​ ​for​ ​example,​ ​using​ ​Facebook​ ​for

live​ ​streaming,​ ​posting​ ​sophisticated​ ​visuals​ ​on​ ​Instagram​ ​and​ ​encouraging​ ​the​ ​most​ ​user engagement​ ​and​ ​interaction​ ​on​ ​Twitter.

Like/Follower

Facebook

17.07​ ​millions

Activities +

+

Much​ ​of​ ​the​ ​rest​ ​of​ ​the​ ​content​ ​follows​ ​a​ ​similar

theme,​ ​with​ ​photo​ ​albums​ ​of​ ​new​ ​product​ ​ranges.

Single​ ​post​ ​featuring​ ​Burberry​ ​products​ ​with​ ​clear and​ ​simple​ ​introductive​ ​caption​ ​and​ ​ ​the​ ​link​ ​to

+ +

the​ ​brand’s​ ​digital​ ​commerce​ ​site

Special​ ​invites​ ​for​ ​Facebook​ ​fans​ ​to​ ​watch​ ​live fashion​ ​shows

Fashion​ ​show’s​ ​hollow-up​ ​activities:​ ​posting

behind-the-scenes,​ ​uploading​ ​photo​ ​galleries​ ​of +

different​ ​collections,​ ​etc…

Recruiting​ ​audiences​ ​for​ ​the​ ​brand’s​ ​other​ ​ ​social media​ ​platforms​ ​such​ ​as​ ​Snapchat​ ​story​ ​live​ ​of

+

‘Art​ ​Of​ ​The​ ​Trench’​ ​campaign

Strongly​ ​tied​ ​to​ ​Burberry.com​ ​functionality​ ​and content

+

Regular​ ​presence​ ​of​ ​the​ ​iconic​ ​trench​ ​coat,​ ​which is​ ​the​ ​core​ ​product​ ​of​ ​the​ ​brand

Instagram

6.6​ ​millions

+

Posting​ ​charming​ ​images​ ​created​ ​using​ ​figurines dressed​ ​in​ ​their​ ​trademark​ ​trench​ ​coats​ ​and

21

photographed​ ​in​ ​a​ ​number​ ​of​ ​scenarios​ ​around + +

London​ ​and​ ​the​ ​beautiful​ ​landscapes

Inspiring​ ​photos​ ​of​ ​Burberry​ ​fashion​ ​campaign, and​ ​screenshot​ ​from​ ​ ​Burberry’s​ ​fashion​ ​film

It’s​ ​noticing​ ​that​ ​the​ ​models​ ​and​ ​related​ ​people

appear​ ​on​ ​Burberry​ ​Instagram​ ​are​ ​mostly​ ​young people​ ​belong​ ​to​ ​the​ ​generation​ ​Y​ ​giving​ ​the +

brand​ ​a​ ​young,​ ​energetic,​ ​lively​ ​identity.

Featuring​ ​fashion​ ​shows​ ​follow-up​ ​photos:

behind-the-scenes​ ​photos,​ ​items​ ​close​ ​up.​ ​All​ ​the pictures​ ​are​ ​edited​ ​in​ ​an​ ​inspiring​ ​way​ ​giving​ ​a sophisticated​ ​visual​ ​feeling Twitter

6.43​ ​millions

+ +

The​ ​brand​ ​has​ ​11​ ​international​ ​accounts

The​ ​first​ ​brand​ ​to​ ​get​ ​Twitter’s​ ​ ​‘Buy​ ​Now’ functionality

+ +

Function​ ​to​ ​view​ ​live​ ​A/W​ ​womenswear​ ​show​ ​and capture​ ​the​ ​pictures​ ​by​ ​Tweetcam

The​ ​images​ ​used​ ​on​ ​the​ ​Twitter​ ​page​ ​are

consistent​ ​with​ ​the​ ​brand​ ​and​ ​its​ ​messaging elsewhere + + +

Burberry​ ​tweets​ ​multiple​ ​times​ ​per​ ​day,​ ​usually between​ ​2​ ​and​ ​10​ ​times

Hashtags​ ​are​ ​used​ ​sparingly.​ ​Only​ ​hashtags​ ​that relate​ ​to​ ​events​ ​and​ ​the​ ​brand​ ​are​ ​allowed

These​ ​are​ ​updates​ ​about​ ​upcoming​ ​events​ ​as​ ​well as​ ​updates​ ​about​ ​collections​ ​and​ ​new​ ​pieces.​ ​The tweets​ ​usually​ ​include​ ​a​ ​pictures,​ ​and​ ​the​ ​brand

has​ ​started​ ​using​ ​vine.com​ ​for​ ​short​ ​looping​ ​video clips

22

Pinterest

163.9k​ ​followers

+

The​ ​glossiness​ ​in​ ​Burberry​ ​photos​ ​is​ ​perfect​ ​for

Pinterest.​ ​Hence​ ​the​ ​brand​ ​has​ ​attracted​ ​a​ ​lot​ ​of + +

customers​ ​on​ ​the​ ​site.

Burberry’s​ ​Pinterest​ ​boards​ ​are​ ​organized​ ​on​ ​the same​ ​format​ ​as​ ​Burberry’s​ ​playlists​ ​on​ ​YouTube

The​ ​boards​ ​are​ ​an​ ​appealing​ ​mix​ ​of​ ​product​ ​ideas, celebrities,​ ​music​ ​videos,​ ​pictures​ ​of​ ​London,

seasonal​ ​and​ ​trendy​ ​patterns,​ ​prints,​ ​colors​ ​and​ ​so on,​ ​which​ ​is​ ​precisely​ ​the​ ​kind​ ​of​ ​thing​ ​people +

enjoy​ ​sharing​ ​on​ ​Pinterest

every​ ​single​ ​pin​ ​was​ ​either​ ​uploaded​ ​by​ ​Burberry

or​ ​links​ ​to​ ​its​ ​ecommerce​ ​store.​ ​This​ ​is​ ​consistent

with​ ​its​ ​Twitter​ ​strategy​ ​where​ ​Burberry​ ​generally shies​ ​away​ ​from​ ​actively​ ​engaging​ ​with​ ​its followers Google+

+ + +

The​ ​first​ ​luxury​ ​fashion​ ​brand​ ​to​ ​join​ ​Google+

Burberry​ ​keeps​ ​its​ ​page​ ​regularly​ ​updated​ ​with

videos,​ ​photos​ ​and​ ​other​ ​eye-catching​ ​content#

Similar​ ​to​ ​Facebook,​ ​Burberry’s​ ​Google+​ ​page​ ​has a​ ​profile​ ​picture.​ ​However,​ ​clicking​ ​on​ ​the​ ​image

does​ ​not​ ​bring​ ​consumers​ ​to​ ​separate​ ​page​ ​with​ ​a gallery​ ​of​ ​images,​ ​but​ ​continuing​ ​to​ ​click​ ​on​ ​the picture​ ​allows​ ​the​ ​user​ ​to​ ​scroll​ ​through​ ​the +

images​ ​without​ ​leaving​ ​Burberry’s​ ​profile.

Consumers​ ​can​ ​see​ ​one​ ​campaign​ ​image​ ​each from​ ​Burberry​ ​Prorsum,​ ​Burberry​ ​London,

Burberry​ ​Brit​ ​and​ ​Burberry​ ​Children,​ ​as​ ​well​ ​as​ ​the

brand’s​ ​logo.

23

THE​ ​10​ ​C’s​ ​OF​ ​BURBERRY Customer​ ​value​:​​ ​Burberry​ ​is​ ​held​ ​as​ ​a​ ​pioneer​ ​of​ ​luxury​ ​brand​ ​in​ ​technology.​ ​ ​The

company​ ​has​ ​continued​ ​to​ ​ensure​ ​brand​ ​purity​ ​and​ ​relevance​ ​globally​ ​across​ ​genders​ ​and generations.​ ​The​ ​company​ ​was​ ​the​ ​first​ ​one​ ​to​ ​equip​ ​their​ ​sale​ ​staff​ ​with​ ​Ipad​ ​and​ ​the stores​ ​with​ ​audio​ ​visual​ ​technology​ ​to​ ​show​ ​the​ ​video​ ​content​ ​to​ ​the​ ​best​ ​effect.

The​ ​company​ ​has​ ​a​ ​prestigious​ ​celebrity​ ​association​ ​featuring​ ​celebrities​ ​such​ ​as​ ​Romeo Beckham.​ ​Burberry​ ​believes​ ​that​ ​in​ ​order​ ​to​ ​be​ ​a​ ​great​ ​brand​ ​it​ ​must​ ​also​ ​be​ ​a​ ​great

company​ ​and​ ​constantly​ ​leverages​ ​the​ ​energy​ ​of​ ​its​ ​compassionate​ ​and​ ​creative​ ​thinking culture​ ​to​ ​continually​ ​innovate​ ​and​ ​drive​ ​the​ ​brand​ ​forward.​ ​Headquartered​ ​in​ ​London, Burberry​ ​is​ ​a​ ​design,​ ​marketing​ ​and​ ​retail​ ​led​ ​business​ ​with​ ​a​ ​global​ ​reputation​ ​for

innovative​ ​product​ ​design,​ ​digital​ ​marketing​ ​initiatives​ ​and​ ​dynamic​ ​retail​ ​strategies. ​ ​Convenience Positive: ·

free​ ​shipping​ ​and​ ​return/​ ​track​ ​my​ ​order

·

there​ ​is​ ​a​ ​complementary​ ​next​ ​day​ ​delivery​ ​including​ ​Saturdays

·

collect-in-​ ​store

Negative: ·

Public​ ​holidays​ ​no​ ​shipping

·

not​ ​24/7

·

does​ ​not​ ​have​ ​shopping​ ​access​ ​from​ ​each​ ​region​ ​eg:​ ​Vietnam

24

Cost:​​ ​As​ ​Burberry​ ​is​ ​targeted​ ​to​ ​upper​ ​middle​ ​class​ ​and​ ​international​ ​market,​ ​the​ ​price​ ​is reasonable​ ​for​ ​the​ ​quality​ ​of​ ​the​ ​product​ ​and​ ​the​ ​brand​ ​value​ ​it​ ​represents.​ ​All​ ​of​ ​the trench​ ​coat​ ​are​ ​over​ ​USD​ ​1000.

With​ ​an​ ​online​ ​shopping,​ ​customers​ ​will​ ​be​ ​able​ ​to​ ​save​ ​the​ ​cost​ ​of​ ​petrol,​ ​parking​ ​and

time​ ​as​ ​well,​ ​especially​ ​in​ ​the​ ​western​ ​society​ ​where​ ​parking​ ​is​ ​costly​ ​comparing​ ​to​ ​Asia.

Communication:​​ ​Burberry​ ​has​ ​a​ ​general​ ​enquiries​ ​section​ ​on​ ​its​ ​website​ ​where

customers​ ​can​ ​call​ ​the​ ​company​ ​or​ ​email​ ​them​ ​regarding​ ​any​ ​queries​ ​the​ ​customer​ ​may have.​ ​Also,​ ​there​ ​is​ ​a​ ​FAQ​ ​section​ ​in​ ​the​ ​website.​ ​Furthermore,​ ​there​ ​is​ ​a​ ​section​ ​where

the​ ​customers​ ​can​ ​leave​ ​their​ ​number​ ​and​ ​Burberry​ ​will​ ​contact​ ​the​ ​customers​ ​regarding any​ ​issue.​ ​The​ ​customer​ ​can​ ​specify​ ​the​ ​time​ ​and​ ​date​ ​when​ ​the​ ​company​ ​can​ ​call​ ​them.

Moreover,​ ​at​ ​the​ ​bottom​ ​of​ ​each​ ​product​ ​there​ ​is​ ​a​ ​live​ ​chat​ ​menu​ ​through​ ​which customer​ ​have​ ​a​ ​live​ ​chat​ ​session​ ​with​ ​the​ ​company.

​ ​Computing:​​ ​Burberry​ ​remains​ ​forefront​ ​into​ ​incorporating​ ​technology​ ​targeting​ ​high market​ ​level.​ ​The​ ​company​ ​saves​ ​customer​ ​data​ ​and​ ​list​ ​of​ ​all​ ​the​ ​purchases​ ​of​ ​the

customer​ ​for​ ​the​ ​future​ ​purchase.​ ​It​ ​will​ ​be​ ​all​ ​logged​ ​in​ ​the​ ​computer.​ ​The​ ​company​ ​make usage​ ​of​ ​RFID​ ​tags-​ ​A​ ​tag​ ​that​ ​you​ ​scan,​ ​and​ ​can​ ​get​ ​more​ ​information,​ ​video​ ​content about​ ​that​ ​item.​ ​Online​ ​market​ ​is​ ​becoming​ ​increasingly​ ​competitive​ ​and​ ​hence​ ​it​ ​is

important​ ​to​ ​remain​ ​updated.​​ ​The​ ​website​ ​of​ ​Burberry​ ​is​ ​frequently​ ​updated.​ ​In​ ​early

April,​ ​the​ ​company​ ​had​ ​a​ ​layout​ ​of​ ​a​ ​short​ ​videos​ ​of​ ​the​ ​runaways​ ​on​ ​a​ ​home​ ​page.​ ​At​ ​the

end​ ​of​ ​the​ ​April,​ ​the​ ​company​ ​took​ ​out​ ​the​ ​short​ ​videos​ ​and​ ​has​ ​a​ ​different​ ​section​ ​of​ ​new products​ ​with​ ​the​ ​photographs​ ​and​ ​slideshows. ​ ​Customer​

​franchise​:​​ ​In​ ​order​ ​to​ ​provide​ ​the​ ​best​ ​online​ ​experience​ ​for​ ​the​ ​user,​ ​the

company​ ​has​ ​to​ ​build​ ​a​ ​good​ ​relationship​ ​with​ ​the​ ​customer.​ ​Burberry​ ​gains​ ​customers

trust​ ​by​ ​detailed​ ​product​ ​information,​ ​free​ ​return​ ​policy,​ ​shipping​ ​information,​ ​live​ ​chat and​ ​secure​ ​payment​ ​method ​ ​Customer​

​care​:​​ ​‘​contact​ ​us​’​ ​menu​ ​presented​ ​in​ ​the​ ​homepage​ ​will​ ​lead​ ​to​ ​the​ ​page

where​ ​there​ ​are​ ​details​ ​on​ ​how​ ​to​ ​contact​ ​the​ ​company.

25

In​ ​the​ ​product​ ​page,​ ​there​ ​is​ ​a​ ​menu​ ​‘​call​ ​me​ ​back​’,​ ​where​ ​customers​ ​can​ ​leave​ ​their number​ ​and​ ​the​ ​company​ ​will​ ​call​ ​the​ ​customer​ ​regarding​ ​any​ ​issues.

The​ ​company​ ​is​ ​complied​ ​with​ ​the​ ​requirements​ ​of​ ​UK​ ​Data​ ​protection​ ​Act​ ​1998, therefore,​ ​the​ ​information​ ​of​ ​customer​ ​are​ ​kept​ ​safe​ ​and​ ​not​ ​misused.

Personal​ ​information​ ​and​ ​online​ ​credit​ ​card​ ​transactions​ ​are​ ​transmitted​ ​through​ ​Secure Socket​ ​Layering​ ​(SSL),​ ​encryption​ ​technology.​ ​Therefore,​ ​customer​ ​will​ ​feel​ ​safe​ ​in

making​ ​the​ ​transactions​ ​online.​ ​Furthermore,​ ​the​ ​customers​ ​can​ ​track​ ​the​ ​orders​ ​and​ ​view their​ ​shipping​ ​history.

​ ​Community:​​ ​Burberry​ ​does​ ​not​ ​have​ ​review​ ​sections.

For​ ​each​ ​product,​ ​there​ ​is​ ​a​ ​‘share​ ​this​ ​item’​ ​menu,​ ​where​ ​customer​ ​can​ ​share​ ​the​ ​product in​ ​their​ ​social​ ​media​ ​such​ ​as​ ​google,​ ​twitter,​ ​facebook​ ​and​ ​pinterest.

Burberry​ ​created​ ​the​ ​Art​ ​of​ ​the​ ​Trench​ ​community​ ​where​ ​the​ ​customers​ ​can​ ​post​ ​a

photographs​ ​wearing​ ​Burberry​ ​Trench​ ​coat.​ ​This​ ​positioned​ ​the​ ​customer​ ​at​ ​the​ ​centre​ ​of the​ ​brand​ ​and​ ​people​ ​will​ ​want​ ​to​ ​be​ ​a​ ​part​ ​of​ ​it​ ​,​ ​hence​ ​it​ ​attracts​ ​numerous​ ​users.

​ ​Content:​ T ​ he​ ​brand​ ​matches​ ​the​ ​website​ ​with​ ​the​ ​subtle​ ​tint​ ​with​ ​low​ ​value​ ​colours such​ ​as​ ​beige​ ​combined​ ​with​ ​high​ ​value​ ​colours​ ​such​ ​as​ ​black.​ ​The​ ​main​ ​colour​ ​of​ ​the website​ ​is​ ​black​ ​with​ ​images​ ​of​ ​low​ ​value​ ​colours.​ ​Burberry​ ​check​ ​is​ ​trademark​ ​of​ ​the

brand​ ​with​ ​strong​ ​status​ ​symbol​ ​and​ ​an​ ​iconic​ ​pattern.​ ​Hence,​ ​the​ ​homepage​ ​has​ ​a​ ​square boxes​ ​of​ ​pattern​ ​representing​ ​the​ ​brand.​ ​Moreover,​ ​there​ ​is​ ​information​ ​about​ ​new

arrivals,​ ​store​ ​locator,​ ​free​ ​shipping​ ​and​ ​returns.​ ​For​ ​each​ ​product​ ​there​ ​is​ ​a​ ​detailed

information​ ​and​ ​description​ ​about​ ​the​ ​specific​ ​products.​ ​Based​ ​on​ ​the​ ​item​ ​the​ ​customer views,​ ​there​ ​is​ ​recommendation​ ​section​ ​below​ ​showing​ ​the​ ​items​ ​customer​ ​might​ ​be interested​ ​in.

​ ​Customisation:​​ ​The​ ​user​ ​can​ ​add​ ​their​ ​favourites​ ​when​ ​they​ ​are​ ​registered​ ​to​ ​the brand​ ​account.

26

Burberry​ ​offers​ ​‘Monogram​ ​Yours’​ ​experience​ ​where​ ​the​ ​customer​ ​can​ ​customize​ ​some products​ ​such​ ​as​ ​bag​ ​and​ ​add​ ​their​ ​initials.​ ​This​ ​provides​ ​customer​ ​with​ ​a​ ​unique experience​ ​and​ ​the​ ​product​ ​remains​ ​more​ ​personal​ ​to​ ​the​ ​customer.

​ ​Burberry​ ​also​ ​has​ ​‘Burberry​ ​bespoke’​ ​which​ ​allows​ ​the​ ​customer​ ​an​ ​unique​ ​opportunity​ ​to create​ ​their​ ​own​ ​Burberry​ ​trench​ ​coat​ ​to​ ​their​ ​personal​ ​specifications.

27

ISSUES/​ ​PROBLEM​ ​BRAND​ ​HAS​ ​TO​ ​FACE REGARDING​ ​SELLING​ ​ONLINE

28

ISSUES/​ ​PROBLEMS

SOLUTIONS

Difficult​ ​to​ ​understand​ ​the​ ​needs​ ​and

Provide​ ​recommendations​ ​based​ ​on

demands​ ​of​ ​the​ ​customers​ ​as​ ​a​ ​lack​ ​of direct​ ​communication.

customers​ ​viewed​ ​item

Allow​ ​wish​ ​list​ ​from​ ​where​ ​the​ ​company

can​ ​track​ ​the​ ​kind​ ​of​ ​items​ ​the​ ​customer

prefers​ ​and​ ​make​ ​recommendations​ ​based on​ ​that.

Implement​ ​live​ ​chat,​ ​so​ ​any​ ​queries​ ​of

customer​ ​can​ ​be​ ​answered​ ​in​ ​an​ ​instant.

Customer​ ​reviews​ ​are​ ​the​ ​way​ ​to​ ​build​ ​the

Respond​ ​to​ ​the​ ​issues​ ​immediately,​ ​offer

reviews​ ​written​ ​by​ ​the​ ​customers​ ​will

necessary.

community​ ​online.​ ​However,​ ​the​ ​negative affect​ ​the​ ​purchasing​ ​behaviour​ ​of​ ​the

customers​ ​and​ ​hence,​ ​will​ ​affect​ ​the​ ​brand

alternatives​ ​and​ ​provide​ ​compensation​ ​if

Build​ ​good​ ​reputation.

reputation​ ​altogether.

Fit​ ​and​ ​feel​ ​is​ ​another​ ​issue​ ​for​ ​the

Provide​ ​detailed​ ​information​ ​of​ ​the

prefer​ ​to​ ​know​ ​what​ ​they​ ​are​ ​putting​ ​their

of,​ ​where​ ​the​ ​product​ ​was​ ​made​ ​how​ ​to

omni-channel​ ​retailing.​ ​Customers​ ​will

products​ ​such​ ​as​ ​what​ ​the​ ​product​ ​is​ ​made

money​ ​into.​ ​Hence,​ ​they​ ​prefer​ ​to​ ​go​ ​to​ ​the take​ ​care​ ​of​ ​the​ ​product. physical​ ​store,​ ​feel​ ​the​ ​product​ ​and​ ​try​ ​it on​ ​before​ ​purchasing​ ​an​ ​item.

Provide​ ​size​ ​menu​ ​chart.

Have​ ​zoom​ ​in​ ​options​ ​or​ ​video​ ​of​ ​the product.

29

Physical​ ​surroundings​ ​such​ ​as​ ​store

Website​ ​design​ ​should​ ​match​ ​the​ ​brand

purchasing​ ​behaviour​ ​of​ ​the​ ​customer.

experience.

decoration​ ​and​ ​music​ ​will​ ​affect​ ​the There​ ​will​ ​be​ ​staff​ ​to​ ​influence​ ​the

customers.​ ​Therefore,​ ​it​ ​is​ ​difficult​ ​to persuade​ ​the​ ​customers​ ​in​ ​purchase decision.

identity​ ​so​ ​that​ ​the​ ​user​ ​can​ ​have​ ​a​ ​unique

Images​ ​should​ ​match​ ​the​ ​brand​ ​value.

Have​ ​a​ ​clear​ ​direction​ ​in​ ​the​ ​website​ ​for​ ​the user​ ​to​ ​navigate​ ​around.

Choose​ ​font​ ​that​ ​is​ ​easy​ ​to​ ​read.

Provide​ ​with​ ​some​ ​video​ ​content​ ​to​ ​engage the​ ​user​ ​right​ ​away.

The​ ​increasing​ ​number​ ​of​ ​counterfeit

Provide​ ​detail​ ​information​ ​on​ ​return,

makes​ ​hard​ ​to​ ​build​ ​Trust​ ​and​ ​Customer

the​ ​product.

products​ ​mainly​ ​manufactured​ ​in​ ​Asia Relationship.

refund​ ​and​ ​exchange,​ ​if​ ​there​ ​is​ ​defect​ ​in

Allow​ ​customer​ ​to​ ​write​ ​feedback​ ​through

different​ ​available​ ​mediums​ ​such​ ​as​ ​email, chatbox.

Offer​ ​loyalty​ ​programs​ ​and​ ​provide​ ​the members​ ​with​ ​an​ ​exclusive​ ​content.

​ ​ ​“In​ ​the​ ​wise​ ​words​ ​of​ ​the​ ​CEO​ ​of​ ​a​ ​major​ ​high-end​ ​brand:​ ​‘This​ ​argument​ ​that​ ​we​ ​don't​ ​need the​ ​Internet​ ​because​ ​consumers​ ​can​ ​come​ ​to​ ​our​ ​stores​ ​reminds​ ​me​ ​of​ ​the​ ​argument​ ​in​ ​the

1970s​ ​that​ ​we​ ​don't​ ​need​ ​stores​ ​abroad,​ ​because​ ​consumers​ ​can​ ​come​ ​to​ ​Paris​ ​and​ ​buy​ ​our brand​ ​there.​ ​How​ ​wise​ ​was​ ​that?​ ​Not​ ​very​ ​wise.”​ ​-​ ​said​ ​Luca​ ​Solca​,​ ​head​ ​of​ ​luxury​ ​goods research​ ​at​ ​Exane​ ​BNP​ ​Paribas

30

Burberry​ ​being​ ​ahead​ ​as​ ​a​ ​digital​ ​luxury​ ​brand,​ ​it​ ​is​ ​important​ ​for​ ​the​ ​company​ ​to

implement​ ​strategies​ ​to​ ​be​ ​successful​ ​online.​ ​With​ ​the​ ​above​ ​solutions​ ​provided,​ ​the

company​ ​will​ ​be​ ​able​ ​to​ ​become​ ​truly​ ​Omni-channel.​ ​Moreover,​ ​Burberry’s​ ​new​ ​target

market​ ​is​ ​millennial​ ​who​ ​are​ ​the​ ​generations​ ​of​ ​technology​ ​(see​ ​Target​ ​Market​ ​for​ ​more

information).​ ​Hence,​ ​it​ ​will​ ​be​ ​easier​ ​for​ ​Burberry​ ​to​ ​reach​ ​their​ ​targeted​ ​market​ ​online.

Burberry​ ​has​ ​been​ ​attaining​ ​certain​ ​success​ ​in​ ​the​ ​omni-channel​ ​retailing​ ​with​ ​30%

growth​ ​rate​ ​in​ ​2014​ ​(Burberry​ ​PLC)​ ​and​ ​is​ ​forecasted​ ​to​ ​continue​ ​to​ ​grow​ ​in​ ​the​ ​future​ ​as the​ ​growth​ ​of​ ​digital,​ ​both​ ​for​ ​sales​ ​and​ ​communication,​ ​had​ ​encouraged​ ​the​ ​brand​ ​to increase​ ​its​ ​focus​ ​on​ ​the​ ​omni-channel​ ​presence.​ ​Burberry​ ​has​ ​been​ ​working​ ​on​ ​key structural​ ​changes​ ​in​ ​digital​ ​commerce.​ ​There​ ​are​ ​some​ ​highlights​ ​in​ ​Burberry’s omni-channel​ ​optimising ●

​ ​Blurring​ ​physical​ ​and​ ​digital​ ​experiences

Burberry​ ​makes​ ​efforts​ ​to​ ​create​ ​a​ ​seamless​ ​experience​ ​of​ ​online​ ​and​ ​in-store​ ​experience.

31

WIREFRAME Navigation​ ​bar​ ​is​ ​the​ ​crucial​ ​part​ ​of​ ​the​ ​website​ ​that​ ​will​ ​have​ ​an​ ​impact​ ​on​ ​the​ ​visitors.

The​ ​vertical​ ​navigation​ ​bar​ ​will​ ​be​ ​changed​ ​into​ ​horizontal​ ​because​ ​the​ ​different​ ​menus

will​ ​garab​ ​the​ ​attention​ ​of​ ​the​ ​reader​ ​at​ ​once.​ ​There​ ​will​ ​only​ ​be​ ​only​ ​8​ ​sections:​ ​WOMEN, MEN,​ ​CHILDREN,​ ​BEAUTY,​ ​THE​ ​TRENCH​ ​COAT,​ ​SCARVES,​ ​SHOW​ ​&​ ​EVENTS​ ​AND ACOUSTIC.

By​ ​leaving​ ​out​ ​the​ ​History​ ​menu​ ​from​ ​the​ ​navigation​ ​bar​ ​and​ ​shift​ ​it​ ​at​ ​the​ ​bottom,​ ​We will​ ​only​ ​promote​ ​e​ ​commerce​ ​and​ ​our​ ​campaigns​ ​through​ ​the​ ​navigation​ ​bar.

On​ ​the​ ​home​ ​page​ ​we​ ​will​ ​have​ ​the​ ​picture​ ​of​ ​our​ ​mobile​ ​app,​ ​our​ ​new​ ​email​ ​campaign and​ ​our​ ​new​ ​social​ ​media​ ​campaign​ ​in​ ​order​ ​to​ ​raise​ ​awareness​ ​about​ ​the​ ​campaign.

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Design​ ​of​ ​the​ ​home​ ​page​ ​before

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This​ ​is​ ​our​ ​additional​ ​page.​ ​When​ ​the​ ​user​ ​click​ ​on​ ​our​ ​email​ ​campaign​ ​at​ ​the​ ​home​ ​page,​ ​it will​ ​take​ ​the​ ​user​ ​to​ ​this​ ​page​ ​where​ ​the​ ​information​ ​and​ ​design​ ​of​ ​our​ ​new​ ​email​ ​campaign will​ ​appear.

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SOCIAL​ ​MEDIA​ ​POLICY Dos​ ​and​ ​Donts Dos

Donts

Focusing​ ​on​ ​trench​ ​coat​ ​is​ ​the​ ​strategy​ ​of

Simply​ ​recreate​ ​the​ ​in-store​ ​luxury

Britishness.​ ​Hence​ ​it​ ​is​ ​important​ ​to​ ​keep

which​ ​will​ ​motivate​ ​customer​ ​to​ ​visit

Burberry​ ​which​ ​represents​ ​its​ ​heritage​ ​and experience​ ​online​ ​but​ ​rather​ ​expand​ ​on​ ​it this​ ​in​ ​heart​ ​before​ ​posting​ ​anything.

Consistent​ ​brand​ ​voice​ ​will​ ​give​ ​brand

online​ ​and​ ​store.

positioning.

Audience​ ​wants​ ​to​ ​see​ ​the​ ​human​ ​side​ ​of

Post​ ​every​ ​hour​ ​that​ ​followers​ ​will​ ​lose

the​ ​audience​ ​brand​ ​personality​ ​without

the​ ​brand.

Be​ ​authentic​ ​and​ ​transparent.​ ​Being​ ​open

Do​ ​promotion​ ​like​ ​sale​ ​or​ ​markdown​ ​on

relationships.

brand.

the​ ​brand.​ ​Therefore,​ ​it​ ​is​ ​essential​ ​to​ ​give attention​ ​or​ ​post​ ​too​ ​little​ ​that​ ​they​ ​forget making​ ​the​ ​conversation​ ​too​ ​serious.

will​ ​help​ ​to​ ​built​ ​a​ ​personal​ ​kind​ ​of

social​ ​media.​ ​It​ ​will​ ​affect​ ​the​ ​image​ ​of​ ​the

Keep​ ​track​ ​of​ ​what​ ​people​ ​are​ ​saying

Comment​ ​negatively​ ​about​ ​the

understand​ ​how​ ​the​ ​audience​ ​views​ ​the

brands.

about​ ​the​ ​brand.​ ​It​ ​is​ ​important​ ​to

competitors​ ​of​ ​Burberry​ ​or​ ​any​ ​other

brand​ ​and​ ​work​ ​on​ ​the​ ​brand​ ​identity.

Only​ ​follow​ ​Burberry​ ​related​ ​sites​ ​and

Make​ ​jokes​ ​about​ ​sensitive​ ​issues​ ​such​ ​as

Recognise​ ​that​ ​mistakes​ ​will​ ​happen​ ​and

Ignore​ ​negative​ ​comments​ ​and​ ​customer

artists.​ ​No​ ​random​ ​following.

plan​ ​to​ ​deal​ ​with​ ​the​ ​mistakes.If​ ​there​ ​is

natural​ ​disaster,​ ​race.

complaint​ ​by​ ​deleting​ ​them.

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any​ ​negative​ ​comments,​ ​be​ ​humble,​ ​admit the​ ​mistakes​ ​and​ ​fix​ ​them.

Acknowledge​ ​the​ ​consumers​ ​both-​ ​the

Post​ ​impulse​ ​brand​ ​decision.​ ​Every​ ​post

someone​ ​is​ ​listening.

should​ ​only​ ​enhance​ ​the​ ​brand

happy​ ​and​ ​the​ ​disgruntled.​ ​Show​ ​that

Making​ ​sure​ ​that​ ​the​ ​aesthetic​ ​and

functionality​ ​are​ ​consistent​ ​with​ ​brands offline​ ​image.​ ​Creating​ ​content​ ​that

needs​ ​to​ ​be​ ​thought​ ​of​ ​thoroughly​ ​and​ ​it representation.

Post​ ​negative​ ​emotions​ ​if​ ​someone

comments​ ​negatively​ ​about​ ​the​ ​brand.

focuses​ ​on​ ​the​ ​heritage​ ​and​ ​reinforces​ ​the idea​ ​of​ ​trench.

Burberry​ ​is​ ​a​ ​luxury​ ​brand​ ​and​ ​hence​ ​it

Mention​ ​work​ ​related​ ​issues​ ​in​ ​a​ ​personal

needs​ ​to​ ​remain​ ​aloof​ ​and​ ​exclusive​ ​rather social​ ​channel. than​ ​friendly​ ​and​ ​accessible.​ ​Only​ ​related hashtags​ ​should​ ​be​ ​used.

Use​ ​graphics​ ​design​ ​and​ ​photographs

taken​ ​by​ ​the​ ​assigned​ ​photographer​ ​as

Burberry​ ​has​ ​become​ ​synonymous​ ​with

digital​ ​innovation.​ ​It​ ​is​ ​important​ ​to​ ​keep this​ ​prestige.

​ ​Sexual​ ​connotations.

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5​ ​Metrics​ ​to​ ​define​ ​brand's​ ​online​ ​reputation Number​ ​of​ ​people​ ​who​ ​downloads​ ​our​ ​app

By​ ​measuring​ ​this​ ​number​ ​we​ ​will​ ​be​ ​able

consumer​ ​and​ ​get​ ​insight​ ​to​ ​their

in​ ​Apple​ ​store​ ​and​ ​Google​ ​play.

to​ ​understand​ ​the​ ​behaviour​ ​of​ ​our

interested​ ​topic​ ​as​ ​the​ ​App​ ​has​ ​a​ ​multiple functions..

Number​ ​of​ ​people​ ​who​ ​visits​ ​the​ ​post​ ​of

By​ ​monitoring​ ​this​ ​number,​ ​we​ ​will​ ​be

was​ ​successful​ ​and​ ​also​ ​help​ ​us​ ​to

Sarah​ ​in​ ​collaboration​ ​with​ ​Burberry

able​ ​to​ ​figure​ ​out​ ​if​ ​our​ ​blogger​ ​campaign determine​ ​our​ ​consumers​ ​interests​ ​and demography.

Number​ ​of​ ​people​ ​who​ ​will​ ​send​ ​postcard email

This​ ​number​ ​will​ ​evaluate​ ​the

channel.

millennials​ ​by​ ​ ​celebrating​ ​music​ ​and

number​ ​of​ ​entries​ ​in​ ​our​ ​established

hashtags:​ ​thetrenchtravel​,​ ​burberryfilter and​​ ​theBritbeat.

marketing​ ​was​ ​successful.

Number​ ​of​ ​people​ ​who​ ​participates​ ​in

acoustic​ ​competition​ ​and​ ​views​ ​youtube

This​ ​number​ ​will​ ​determine​ ​if​ ​our​ ​email

effectiveness​ ​of​ ​our​ ​strategy​ ​of​ ​targeting talent.

This​ ​number​ ​will​ ​show​ ​our​ ​consumers​ ​who are​ ​active​ ​in​ ​social​ ​media.

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MOBILE/IPAD​ ​DESIGN

Concept Burberry’s​ ​open​ ​and​ ​united​ ​culture​ ​is​ ​what​ ​makes​ ​it​ ​successful.​ ​Burberry​ ​will​ ​be​ ​further investing​ ​in​ ​Travel​ ​Retail​ ​(Bailey,​ ​2015).​ ​Therefore,​ ​the​ ​main​ ​theme​ ​of​ ​our​ ​mobile/Ipad app​ ​will​ ​be​ ​travel.

Description The​ ​app​ ​will​ ​be​ ​available​ ​in​ ​App​ ​store​ ​and​ ​Google​ ​play.​ ​The​ ​app​ ​will​ ​have​ ​five​ ​menus:​ ​THE TRENCH​ ​TRAVEL,​ ​THE​ ​POSTCARD,​ ​THE​ ​ART​ ​OF​ ​TRAVEL,​ ​BURBERRY​ ​IDENTITY​ ​AND THE​ ​TRAVEL​ ​EXPERT.

Functions THE​ ​TRENCH​ ​TRAVEL:​ ​The​ ​user​ ​can​ ​choose​ ​the​ ​place​ ​they​ ​are​ ​aiming​ ​to​ ​travel​ ​and

according​ ​to​ ​the​ ​weather​ ​on​ ​their​ ​chosen​ ​destination,​ ​the​ ​app​ ​will​ ​recommend​ ​the​ ​outfits that​ ​the​ ​user​ ​can​ ​wear​ ​on​ ​their​ ​travel.

THE​ ​POSTCARD:​ ​This​ ​menu​ ​is​ ​directly​ ​linked​ ​with​ ​our​ ​email​ ​campaign.​ ​The​ ​detailed information​ ​about​ ​this​ ​campaign​ ​is​ ​in​ ​the​ ​email​ ​campaign​ ​section​ ​below.

THE​ ​ART​ ​OF​ ​TRAVEL:The​ ​app​ ​will​ ​have​ ​a​ ​burberry​ ​filter​ ​for​ ​the​ ​user​ ​to​ ​edit​ ​their

photographs​ ​which​ ​they​ ​can​ ​share​ ​on​ ​their​ ​social​ ​media​ ​with​ ​hashtag​ ​‘burberryfilter’​ ​as

the​ ​goal​ ​is​ ​to​ ​gain​ ​understanding​ ​on​ ​how​ ​Millennials​ ​engage​ ​with​ ​the​ ​brand​ ​while​ ​creating awareness​ ​of​ ​the​ ​brand.

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THE​ ​TRAVEL​ ​EXPERT:​ ​this​ ​menu​ ​will​ ​take​ ​the​ ​user​ ​to​ ​our​ ​bloggers​ ​page​ ​where​ ​she​ ​will have​ ​posts​ ​on​ ​tips​ ​of​ ​travelling.

BURBERRY​ ​IDENTITY:​ ​The​ ​consumer​ ​can​ ​scan​ ​the​ ​code​ ​from​ ​the​ ​products​ ​they​ ​purchase, which​ ​will​ ​take​ ​the​ ​customer​ ​to​ ​the​ ​exclusive​ ​behind-the-scenes​ ​videos.​ ​They​ ​will​ ​also​ ​be able​ ​to​ ​scan​ ​logo​ ​of​ ​Burberry​ ​and​ ​it​ ​will​ ​show​ ​the​ ​recently​ ​update​ ​videos​ ​or​ ​products.

Mock​ ​up

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CAMPAIGN​ ​WITH​ ​A​ ​BLOGGER

Burberry​ ​will​ ​run​ ​a​ ​blogger​ ​campaign​ ​because​ ​blogger​ ​appeals​ ​to​ ​millennial​ ​generations and​ ​are​ ​influential​ ​and​ ​relatable​ ​than​ ​celebrity.​ ​Sarah​ ​Mikaela​ ​is​ ​a​ ​Danish/​ ​Australian

blogger​ ​who​ ​documents​ ​her​ ​daily​ ​fashion,​ ​travel​ ​adventures​ ​and​ ​lifestyle​ ​on​ ​Framboise

Fashion.​ ​She​ ​has​ ​developed​ ​a​ ​platform​ ​with​ ​a​ ​consistent​ ​high​ ​quality​ ​content.​ T ​ ravelling around​ ​Europe,​ ​she​ ​communicates​ ​how​ ​to​ ​implement​ ​and​ ​improve​ ​daily​ ​life

photography.​Burberry​ ​decides​ ​to​ ​choose​ ​her​ ​as​ ​she​ ​is​ ​currently​ ​based​ ​in​ ​London​ ​and​ ​the company​ ​will​ ​be​ ​running​ ​a​ ​travel​ ​campaign.​ ​Furthermore,​ ​Sarah​ ​Mikaela​ ​is​ ​25​ ​years​ ​old and​ ​the​ ​new​ ​targeted​ ​audience​ ​of​ ​Burberry​ ​is​ ​the​ ​millennial.​ ​Moreover,​ ​her​ ​instagram

following​ ​is​ ​112k​ ​which​ ​is​ ​enough​ ​to​ ​influence​ ​the​ ​online​ ​users​ ​and​ ​also​ ​relatable​ ​to​ ​the market​ ​the​ ​company​ ​is​ ​trying​ ​to​ ​reach.

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Timing April​ ​2016-​ ​April​ ​2017

Description Because​ ​of​ ​the​ ​re-launch​ ​of​ ​the​ ​Burberry’s​ ​British-made​ ​trench​ ​coat​ ​and​ ​scarves,​ ​in

everything​ ​Burberry​ ​does,​ ​we​ ​focus​ ​on​ ​the​ ​Trench.​ ​Hence,​ ​our​ ​blogger​ ​will​ ​feature​ ​the trench​ ​coat​ ​and​ ​the​ ​scarves​ ​on​ ​her​ ​blog​ ​as​ ​a​ ​travel​ ​essential.

Instagram​ ​is​ ​the​ ​fashion​ ​world​ ​platform​ ​of​ ​choice​ ​(Roderick,​ ​2016).​ ​Hence,​ ​she​ ​will​ ​keep updating​ ​her​ ​instagram​ ​about​ ​her​ ​travels​ ​to​ ​keep​ ​engaging​ ​the​ ​readers​ ​before​ ​she​ ​blogs about​ ​the​ ​places​ ​she​ ​travels.

Burberry​ ​is​ ​aiming​ ​to​ ​evolve​ ​its​ ​footprints​ ​in​ ​positioning​ ​and​ ​younger​ ​market.​ ​Specifically, there​ ​are​ ​opportunities​ ​for​ ​the​ ​brand​ ​in​ ​China​ ​and​ ​Japan.​ ​Therefore,​ ​to​ ​engage​ ​the consumer​ ​in​ ​these​ ​areas,​ ​our​ ​blogger​ ​will​ ​travel​ ​to​ ​these​ ​particular​ ​countries.

The​ ​largest​ ​Burberry​ ​store​ ​in​ ​Asia​ ​is​ ​in​ ​Shanghai​ ​Kerry​ ​Centre,​ ​hence​ ​to​ ​improve​ ​the

engagement​ ​with​ ​Chinese​ ​luxury​ ​customers,​ ​our​ ​blogger​ ​will​ ​go​ ​to​ ​Shanghai​ ​and​ ​create​ ​a content​ ​post​ ​titled​ ​“48​ ​hours​ ​in​ ​Shanghai”​ ​where​ ​she​ ​will​ ​posts​ ​several​ ​destinations​ ​in Shanghai​ ​and​ ​she​ ​will​ ​be​ ​wearing​ ​Burberry​ ​products​ ​on​ ​the​ ​photographs.

In​ ​Japan,​ ​Burberry​ ​relocated​ ​store​ ​in​ ​Osatando,​ ​Tokyo.​ ​Therefore,​ ​for​ ​the​ ​opening​ ​of​ ​the flagship​ ​store,​ ​Sarah​ ​Mikaela​ ​will​ ​create​ ​a​ ​content​ ​post​ ​where​ ​she​ ​will​ ​take​ ​the​ ​readers

through​ ​the​ ​behind​ ​the​ ​scenes​ ​of​ ​the​ ​opening​ ​of​ ​the​ ​store.​ ​To​ ​build​ ​the​ ​following​ ​to​ ​the

upcoming​ ​behind-the-scenes​ ​post,​ ​our​ ​blogger​ ​will​ ​use​ ​snapchat​ ​(increasingly​ ​favored​ ​by the​ ​millennials)​ ​and​ ​post​ ​live​ ​stories​ ​of​ ​the​ ​behind​ ​the​ ​scenes​ ​so​ ​the​ ​audience​ ​can​ ​look forward​ ​for​ ​the​ ​later​ ​posts​ ​that​ ​she​ ​will​ ​be​ ​publishing.

In​ ​between​ ​the​ ​posts,​ ​to​ ​keep​ ​the​ ​consumer​ ​engaged,​ ​we​ ​will​ ​organise​ ​a​ ​competition​ ​with a​ ​hashtag​ ​‘thetrenchtravel’.

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The​ ​plan​ ​remains​ ​to​ ​start​ ​the​ ​hashtag​ ​‘thetrenchtravel’​ ​in​ ​the​ ​instagram​ ​to​ ​interact​ ​and engage​ ​with​ ​the​ ​consumers.​ ​As​ ​this​ ​is​ ​a​ ​blogger​ ​campaign,​ ​our​ ​blogger​ ​will​ ​post​ ​a

photograph​ ​announcing​ ​to​ ​post​ ​a​ ​image​ ​of​ ​Burberry​ ​trench​ ​coat​ ​in​ ​a​ ​place​ ​where​ ​the audience​ ​are​ ​travelling.​ ​She​ ​will​ ​feature​ ​the​ ​picture​ ​that​ ​she​ ​likes​ ​personally​ ​in​ ​her

instagram​ ​to​ ​communicate​ ​her​ ​preference​ ​which​ ​shows​ ​her​ ​personality​ ​to​ ​the​ ​consumers.

Furthermore,​ ​the​ ​most​ ​liked​ ​photograph​ ​will​ ​be​ ​featured​ ​in​ ​Burberry​ ​instagram​ ​account and​ ​will​ ​win​ ​a​ ​vacation​ ​to​ ​Shanghai​ ​and​ ​Tokyo​ ​for​ ​a​ ​week.

Marketing​ ​Collateral ● ● ●

The​ ​travel​ ​cost​ ​of​ ​our​ ​blogger​ ​and​ ​the​ ​assigned​ ​photographer

All​ ​the​ ​Burberry​ ​products​ ​our​ ​blogger​ ​will​ ​feature​ ​in​ ​the​ ​blog​ ​post​ ​and​ ​instagram Vacation​ ​cost​ ​for​ ​winner

Offline​ ​elements ●

For​ ​the​ ​opening​ ​of​ ​the​ ​flagship​ ​store​ ​in​ ​Japan,​ ​Sarah​ ​Mikaela​ ​will​ ​make​ ​an appearance.

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Sarah​ ​Mikaela​ ​will​ ​be​ ​our​ ​front​ ​row​ ​guest​ ​for​ ​the​ ​upcoming​ ​runway​ ​show.

Requirements For​ ​one​ ​year,​ ​Sarah​ ​Mikaela​ ​will​ ​not​ ​be​ ​allowed​ ​to​ ​write​ ​a​ ​posts​ ​related​ ​with​ ​our​ ​key competitors​ ​brand.

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Wireframe​ ​for​ ​Bloggers​ ​website

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E-MAIL​ ​CAMPAIGN

This​ ​campaign​ ​will​ ​be​ ​partnered​ ​with​ ​Google​ ​mail.​ ​When​ ​users​ ​visit​ ​the​ ​site​ ​on​ ​their

desktop,​ ​smartphone,​ ​or​ ​tablet​ ​they​ ​are​ ​encouraged​ ​to​ ​choose​ ​the​ ​place​ ​they​ ​are​ ​travelling in​ ​which​ ​will​ ​be​ ​in​ ​postcard​ ​format.​ ​The​ ​format​ ​will​ ​be:

Front​ ​page:​ ​The​ ​picture​ ​of​ ​the​ ​place​ ​the​ ​user​ ​is​ ​travelling.

Back​ ​page

To:​ ​Name​ ​of​ ​a​ ​receiver Message

With​ ​love:​ ​Name​ ​of​ ​a​ ​sender

They​ ​will​ ​be​ ​able​ ​to​ ​send​ ​their​ ​postcard​ ​via​ ​email​ ​to​ ​their​ ​loved​ ​ones​ ​back​ ​at​ ​home

through​ ​email​ ​which​ ​when​ ​they​ ​will​ ​click​ ​on​ ​the​ ​postcard,​ ​it​ ​will​ ​direct​ ​the​ ​user​ ​to​ ​the

Burberry​ ​website.​ ​It​ ​will​ ​be​ ​personal​ ​to​ ​the​ ​user​ ​and​ ​convenient​ ​with​ ​a​ ​digital​ ​hand.​ ​The creative​ ​emphasis​ ​of​ ​this​ ​email​ ​campaign​ ​is​ ​how​ ​people​ ​look​ ​at​ ​luxury​ ​advertising

differently​ ​on​ ​the​ ​web​ ​than​ ​on​ ​traditional​ ​channel.The​ ​aim​ ​remains​ ​ ​to​ ​leverage​ ​some​ ​of the​ ​insights​ ​around​ ​Millennials​ ​and​ ​how​ ​they​ ​engage​ ​with​ ​content​ ​on​ ​the​ ​web​ ​while creating​ ​brand​ ​awareness.

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Metrics ● ● ● ● ● ●

Number​ ​of​ ​people​ ​who​ ​sends​ ​the​ ​postcard​ ​email.

Number​ ​of​ ​people​ ​who​ ​receives​ ​the​ ​email.

Number​ ​of​ ​people​ ​who​ ​actually​ ​opens​ ​the​ ​email.

Number​ ​of​ ​people​ ​who​ ​actually​ ​clicks​ ​on​ ​the​ ​postcard.

Number​ ​of​ ​people​ ​that​ ​are​ ​directed​ ​to​ ​the​ ​Burberry​ ​website

Number​ ​of​ ​people​ ​who​ ​shares​ ​the​ ​postcard​ ​in​ ​social​ ​media.

Justification ●

The​ ​email​ ​will​ ​have​ ​a​ ​well-designed​ ​postcard​ ​layout​ ​which​ ​will​ ​appeal​ ​to​ ​the​ ​users, also​ ​because​ ​it​ ​is​ ​a​ ​postcard​ ​from​ ​their​ ​loved​ ​ones,​ ​the​ ​recipients​ ​will​ ​be​ ​bound​ ​to click​ ​on​ ​it.

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​ ​Post​ ​card​ ​is​ ​a​ ​traditional​ ​means​ ​of​ ​communication​ ​but​ ​people​ ​will​ ​receive​ ​in​ ​an

instant​ ​in​ ​their​ ​electronic​ ​devices​ ​which​ ​will​ ​reinforce​ ​the​ ​image​ ​of​ ​Burberry​ ​being a​ ​pioneer​ ​of​ ​technology. ●

It​ ​will​ ​be​ ​personal​ ​as​ ​the​ ​sender​ ​will​ ​choose​ ​the​ ​photograph​ ​in​ ​postcard​ ​and​ ​write message​ ​to​ ​the​ ​receivers.

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EMAIL​ ​MOCKUP

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SOCIAL​ ​MEDIA​ ​CAMPAIGN

Concept Burberry’s​ ​passion​ ​for​ ​music​ ​and​ ​digital​ ​innovation​ ​has​ ​become​ ​relevant​ ​to​ ​the

contemporary​ ​brand​ ​identity.​ ​Therefore,​ ​for​ ​the​ ​social​ ​media​ ​campaign,​ ​we​ ​want​ ​to​ ​focus the​ ​company’s​ ​devotion​ ​for​ ​music​ ​which​ ​will​ ​aid​ ​in​ ​connecting​ ​the​ ​brand​ ​to​ ​the

millennials​ ​whilst​ ​reconnecting​ ​with​ ​British​ ​heritage​ ​and​ ​Burberry​ ​culture.​ ​Our​ ​earlier campaign:​ ​Burberry​ ​Acoustic​ ​was​ ​well-received​ ​by​ ​our​ ​audience​ ​and​ ​hence​ ​we​ ​want​ ​to expand​ ​further​ ​on​ ​this​ ​theme.​ ​Our​ ​main​ ​aim​ ​through​ ​this​ ​concept​ ​remains​ ​to​ ​connect with​ ​millennials​ ​and​ ​also​ ​commit​ ​to​ ​the​ ​emerging​ ​musicians.

Description The​ ​campaign​ ​is​ ​called​ ​Hashtag​ ​theBritbeat

The​ ​chosen​ ​media​ ​is​ ​instagram​ ​where​ ​the​ ​audience​ ​will​ ​participate​ ​by​ ​posting​ ​15s​ ​video

hashtagging​ ​theBritbeat​ ​of​ ​the​ ​composition​ ​of​ ​the​ ​music.​ ​Burberry​ ​will​ ​have​ ​its​ ​own​ ​stand alone​ ​instagram​ ​account​ ​called​ ​Burberry​ ​Acoustic​ ​building​ ​its​ ​own​ ​community.​ ​The

company​ ​will​ ​be​ ​looking​ ​for​ ​creativity​ ​and​ ​originality.​ ​This​ ​is​ ​the​ ​way​ ​to​ ​find​ ​raw​ ​talent and​ ​grab​ ​the​ ​millennials​ ​attention.We​ ​will​ ​start​ ​working​ ​on​ ​the​ ​campaign​ ​at​ ​the

beginning​ ​of​ ​June​ ​2016.​ ​We​ ​will​ ​update​ ​the​ ​campaign​ ​information​ ​in​ ​Twitter,​ ​instagram

and​ ​google​ ​in​ ​a​ ​constant​ ​manner.​ ​ ​There​ ​will​ ​be​ ​two​ ​winners​ ​who​ ​will​ ​be​ ​able​ ​to​ ​perform at​ ​LFW​ ​A/W​ ​2017​ ​which​ ​is​ ​scheduled​ ​for​ ​17-21​ ​February​ ​2017.

Message Fashion​ ​recognises​ ​sounds

Timing June​ ​2016​ ​-​ ​February​ ​2017

01/06/2016:​ ​Announce​ ​the​ ​competition

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06/06/2016:​ ​Release​ ​the​ ​exclusive​ ​video​ ​content​ ​of​ ​interview​ ​with​ ​our​ ​current​ ​acoustic artist​ ​explaining​ ​the​ ​impact​ ​of​ ​performing​ ​live​ ​on​ ​the​ ​runway​ ​show.

22/06/2016:Interview​ ​session​ ​of​ ​artist,​ ​who​ ​performed​ ​on​ ​previous​ ​runway​ ​show,​ ​such​ ​as Paloma​ ​Faith,​ ​Tom​ ​Odell​ ​and​ ​James​ ​Bay​ ​about​ ​their​ ​experience.

25/06/2016​ ​-​ ​30/06/2016:​ ​Artists​ ​will​ ​post​ ​on​ ​their​ ​own​ ​instagram​ ​promoting​ ​the competition.

02/08/2016:​ ​Burberry​ ​Acoustic​ ​instagram​ ​will​ ​post​ ​the​ ​throwback​ ​post​ ​of​ ​runway​ ​live music​ ​of​ ​last​ ​year.

05/08/2016:​ ​Video​ ​of​ ​Christopher​ ​Bailey​ ​will​ ​be​ ​released​ ​about​ ​the​ ​Burberry’s​ ​passion​ ​for music​ ​and​ ​raw​ ​talent​ ​which​ ​is​ ​relevant​ ​to​ ​the​ ​contemporary​ ​brand​ ​identity.

17/09/2016:​ ​Five​ ​Winners​ ​of​ ​the​ ​first​ ​round​ ​ ​will​ ​be​ ​announced​ ​after​ ​the​ ​Runway​ ​in London​ ​Fashion​ ​Week​ ​Spring​ ​Summer​ ​collection.

22/09/2016-​ ​23/12/2016:​ ​Work​ ​with​ ​the​ ​winners​ ​by​ ​making​ ​music​ ​video​ ​and​ ​posting​ ​them in​ ​youtube​ ​channel​ ​and​ ​showing​ ​behind​ ​the​ ​scenes​ ​on​ ​the​ ​instagram​ ​progressing​ ​towards top​ ​five​ ​videos.

01/01/2017:​ ​The​ ​Voting​ ​will​ ​be​ ​open​ ​for​ ​the​ ​viewers.

12/01/2017:​ ​We​ ​will​ ​announce​ ​the​ ​two​ ​winners.

17​ ​-21/01/​ ​2017:​ ​ ​The​ ​two​ ​winners​ ​will​ ​perform​ ​the​ ​live​ ​show​ ​on​ ​London​ ​Fashion​ ​Week Autumn​ ​winter​ ​Collection​ ​2017.

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Justification ●

The​ ​campaign’s​ ​concept​ ​is​ ​to​ ​raise​ ​brand​ ​awareness​ ​and​ ​reinforce​ ​the​ ​new​ ​brand identity​ ​targeting​ ​millennials.

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The​ ​use​ ​of​ ​three​ ​social​ ​media​ ​is​ ​used​ ​Twitter,​ ​instagram​ ​and​ ​google.​ ​Moreover,​ ​the acoustic​ ​members​ ​will​ ​also​ ​post​ ​on​ ​their​ ​social​ ​media​ ​which​ ​will​ ​reach​ ​more people.

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