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Burberry`s PR strategy
 

Burberry`s PR strategy

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This presentation for my Fashion PR module shows how Burberry managed to reposition itself as a luxury brand with the use of PR, in particular a sophisticated social media strategy.

This presentation for my Fashion PR module shows how Burberry managed to reposition itself as a luxury brand with the use of PR, in particular a sophisticated social media strategy.

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    Burberry`s PR strategy Burberry`s PR strategy Presentation Transcript

    • History
      Founded in 1856 by Thomas Burberry in Basingstoke, England
      Innovative in fabric and outwear design
      1895 Burberry develops a coat for British officers during the Boer War: early trench
      1914 Epaulettes and „D“ rings are added: Birth of the trench coat
      1955 Burberry was awarded a Royal Warrant by Queen Elizabeth II
    • Corporate Identity
      1901 The Equestrian Knight trademarkappeared for the first time
      Latin word `Prorsum`, meaningforwards
    • Corporate Identity
      1920 The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat
      It was laterused for a broadvariety of accessories and clothes and becamemoresymbolic as the actual logo
    • The 90s: First Repositioning
      1997 To overcomeretailproblems, Burberry repositioneditselfthroughnew design, merchandisingand marketingstrategy
      Strongfocus on the Burberry Check
      Broaderproductline, focus on youngertargetgroup
      Kate Moss as newtestimonial: instantaccessiblity
    • Image Problems
      Burberry becamemainstreamculture, threatened to lose itsluxury image
      Check becameubiquitous
      Kate Moss: notupmarket
      Becamepopularwith British footballcasualcult, associatedwithchavs and hooligans
      Pubsstarted to banpeopledressed in Burberry
    • Recapturing the luxurymarket
      Baseball Capsremovedfromsale
      Reducedvisibility of the Burberry Check
      2001: 20%
      2004: <5%
      Kate Moss gotreplaced by Rachel Weisz: Upper Class, sophisticated, elegant
    • A newera
      New CreativeDirector: Christopher Bailey
      Focus on subbrand/catwalklabel Burberry Prorsum
      2009 Return to LFW for the 25th anniversary of the British Fashion Council: celebration of Britishness, pushing London as fashionhotspot
      New testimonial: Emma Watson isappealing to young, butupscaletargetgroup
    • EmbracingSocial Media
      Burberry has a sophisticated digital strategy
      Youtubechannel
      Facebookfanpage
      TwitterAccount
      Engagingyoungercustomerswith the brand
      Givingthem a uniqueinsight/backgroundinformation
      Using the opportunity of feedback
    • Art of the Trench
      Social media websitefocused on trench coats
      Scott Schuman (The Satorialist) takespictures of street style trench coats
      Inspiration how to wearit
      Users can rate the pictures and evensubmittheirown
    • Front rowseats for everyone
      Burberry was the first to live streamfashionshows online
      Autumn/Winter 2010 show the firstever to be live streamed in 3D: parties in 5 different locations
       Democratization of luxuryfashion, but for a moretargetedaudience
    • Questions?