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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  • 1.
  • 2. 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
  • 3. Corporate Identity
    1901 The Equestrian Knight trademarkappeared for the first time
    Latin word `Prorsum`, meaningforwards
  • 4. 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
  • 5. 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
  • 6.
  • 7. 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
  • 8.
  • 9.
  • 10. Recapturing the luxurymarket
    Baseball Capsremovedfromsale
    Reducedvisibility of the Burberry Check
    2001: 20%
    2004: <5%
    Kate Moss gotreplaced by Rachel Weisz: Upper Class, sophisticated, elegant
  • 11. 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
  • 12.
  • 13. EmbracingSocial Media
    Burberry has a sophisticated digital strategy
    Youtubechannel
    Facebookfanpage
    TwitterAccount
    Engagingyoungercustomerswith the brand
    Givingthem a uniqueinsight/backgroundinformation
    Using the opportunity of feedback
  • 14.
  • 15.
  • 16.
  • 17. 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
  • 18.
  • 19.
  • 20. 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
  • 21.
  • 22. Questions?