Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and Beacon's Closet
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Burberry, Anthropologie, and Beacon's Closet were evaluated on their digital strategies. Burberry was found to be the most aggressive on social media, while Beacon's Closet was the least. Anthropologie was seen to consider user experience the most through sensory marketing. Burberry's messages were seen to resonate best with customers. Recommendations included creating distinct voices for Burberry's brands, increasing YouTube content for Burberry, and promoting online events and apps for Anthropologie. Beacon's Closet was advised to create fictional stories and online auctions to engage customers.
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Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and Beacon's Closet
- 2. AGENDA Meet the Brands Burberry Anthropologie Beacon‘s Closet Brands‘ aggressiveness Brands‘ User Experience Recommendation Conclusion
- 5. THE FACTS BEHIND 1856 The brand is founded by Thomas Burberry 71% of the revenue comes from retail Biggest market: Asia Pacific, 39%, +13% Biggest product category: Accessories 39%, +8% Fastest growing product category: Mens 24%, +14% New product category: Beauty launched in April 2013 Operates 3 brands: Burberry Prorsum, Burberry London & Burberry Brit FascinationTriggers: Prestige,Trust
- 6. • Single, 29 years old from CT • Has master degree from Boston University • Working at publishing company in New York • Currently lives in Dumbo, Brooklyn • Loves good quality handbags • Travelling is her passion MEET CECILLA Young but mature, early adopters, trendsetters, enjoys life
- 7. 16millions likes Most followed luxury brand 2 millions followers Pioneer of live-tweeted show 900k followers Pioneer in instavideo 2 million views Live streaming fashion show 55k followers Mix of product ideas, celebrities, music videos and pictures of London Posting video of menswear SS14 show Encourage customers‘ engagement by sharing pics of trench coat here 570k followers Mix of brand history and new product updates DIGITAL ASSETS Total access to Burberry in any platform
- 8. The art of trenchBurberry Website Showcasing and selling their collections on digital platform Real time customer service Burberry KissesBurberry Accoustic 2009 Celebrating the street style of trench coat Shareable across platform July 2013 Celebrating with the launch of Burberry make up Experimental collaboration with Google 2011 Spotlighting UK‘s emerging new artist Collaborating with Youtube DIGITAL ASSETS Revolutionizing the way a brand interacts with customers
- 9. BURBERRY WORLD LIVE • The first digitally-integrated retail space • Designed as a physical manifestation of the Burberry website • Clothing are equipped with radio- frequency identification technology which enables multimedia content to display automatically TAKING DIGITAL INTO NEW LEVEL.. Blurring the line between the digital and physical
- 10. Yes! It works! DOES IT WORK? • Got 250,000 customers data from the launch of Body fragrance last year Burberry‘s most successful perfume launch. It moved the brand from 19th to 9th in the US fragrance sales charts. • Named the luxury fashion brand with the greatest increase in brand value for 4th consecutive year by Interbrand • Cited by Altagamma as the luxury brand with the highest digital customer awareness • #1 brand in ‗Fashion Digital IQ Index‘ for the second year by L2 • Increased conversion rates and higher average transaction values offset the total revenue of Burberry. (Source: Burberry Annual Report 12/13)
- 12. THE FACTS BEHIND • Launched in Philadelphia in 1992, has stores in Canada and UK • 153 stores, 2 e-commerce sites and 2 catalogs • Designer ranges, vintage products and own-brand labels • Operates like a collection of independent boutiques • ―Village atmosphere‖ (Southerland) • Relies on word-of-mouth, has a strong reputation FascinationTriggers: Passion, Mystique
- 13. MEET KRISTEN.. • Working professional in her early 30‘s • Lives in a big city • Married or in a serious relationship • Well-read and well-traveled • Enjoys cooking, gardening, movie going and wine tasting • Ready to explore, discover and experiment • She is very aware – she reads references, whether it‘s a town in Europe or to a book or a movie • Has a good taste and her unique style
- 14. 747,808 page likes Talks to its customers Listens to what others say Offer appointments for personal consultation Publishes interviews with creative people 419,974 followers Shares links of the websites of their interest: Shares fashion blogs 377,658 followers Pictures of their employees‘ outfits at work each day, store events, farmers market. #AnthroFave contest 1,097 views 352,499 followers PinToWin contest Ideas for events & home décor ―Atmospheric‖ posts Direct storytelling Sweet Tips Stories from designers DIGITAL ASSETS 39 videosCreates playlists
- 15. DOES IT WORK? All in all everything works. • Anthropologie has a very well thought content marketing. They even try to use sensory marketing here • Their digital strategy is effective but they have more potential
- 17. Carrie Peterson opened the first store in Williamsburg, Brooklyn in 1997. The Williamsburg store is now owned and operated By Carrie and Cindy Wheeler The Park Slope location opened in 2002. On September 2, 2011, the much anticipated Manhattan store finally opened with Carrie Peterson, Beth Moon, and Cindy Wheeler, all sharing ownership with Beth handling operations. The brand is built upon a thrift store concept but with a high end luxury feel. THE FACTS BEHIND Fascination Triggers: Passion, Rebellion
- 18. • Single, 21 years old from New York City • Current student at Parsons The New School for Design • Working as a fashion assistant • An emerging fashion designers • Currently lives Williamsburg, Brooklyn • Loves designer labels and vintage classics pieces • A bargain shopper • Recognized as a neighborhood fashionista MEET TONY
- 19. DIGITAL ASSETS 1,890 page likes 1,355 page followers 2,771 page followers 445 page followers Website Blog
- 20. WHAT’S WORKING? WHAT’S NOT? The brand has received an array of local and international press including features in vanity fair, time out NY, Jane, lucky, the village voice, NY times, Italian vogue, French vogue, and Japan's epica, and ef magazines. The brand has also received ―best of‖ awards from the two most popular local weekly newspapers based in new york, the village voice, and the NY press. Something is working but its not their digital strategy. Since the brand has only a website, blog and 4 social networking sites profile, it has to be their business approach that keeps them in the media. ―…most importantly, our customers keep coming back, and enthusiastically proclaim, ―you have the best stuff.‖ – Carrie Peterson
- 21. LET’S EVALUATE!
- 22. How aggressive they are on social media? BURBERRY ANTHROPOLOGIE BEACON’S CLOSET FB Twitter Youtube Instagram Vine Tumblr Website Blog Others Active Moderate Passive
- 23. Do they consider “user experience”? BURBERRY ANTHROPOLOGIE BEACON’S CLOSET
- 24. Do the messages resonate with the customers? BURBERRY ANTHROPOLOGIE BEACON’S CLOSET
- 25. How do they monetize the digital assets? Interest Trigger Decision Trigger Commit Buy Experience Consider Evaluate
- 26. RECOMMENDATIONS Burberry: • Create an authentic voice for each of three brands (Brit, London, Prorsum) or for Burberry overall • Be more active on Youtube—create more videos about brand culture Beacon Closet: • Compose fictional short stories about clothing that has traveled the world, or been neglected and how these one of a kind designer pieces have found their way to Beacon‘s Closet • Create an online auction/submission where customers can buy and sell pieces online via social media or through a live stream Anthropology: • Promote more on-site events online, let them be partly digital • Create apps for travelling or recipes
- 27. "I find it weird that anyone would find digital-first thinking weird. Most of us are very digital in our daily lives now. To the younger generation who are coming into adulthood now, this is all they know.“ -Christopher Bailey, Burberry’s Chief Creative Officer
Editor's Notes
- Social media savvy with big tribe group:Every single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events.Interestingly there are very few links back to Burberry’s ecommerce site. Instead it uses Twitter to promote and build its brand image, leaving it up to users to find their way to the online store.Burberry has a separate feed for customer service, which is a strategy adopted by many other retailers as it means marketing messages and customer queries don’t get mixed up with one another.The one time in recent months that it has communicated directly with its followers was as part of an initiative to reward people for retweeting one of its images.
- "People arrive at Burberry.com from many different entry points," said Bailey, "because that's how the internet works. They might find us through music, for example."
- A network of small high-speed lifts concealed behind restored panelling has been added because the online shopper, accustomed to knowing in the space of a click whether an item is available in their size, will not put up with waiting the 10 minutes it could take a sales assistant to travel to and from the stockroom in a building which has 25 staircases and 1,500 sq m (16,000 sq ft) of backroom space.Clothing in the store is embedded with chips which can be read by screens and mirrors using radio-frequency identification technology. When a customer walks into a changing room holding a jacket, one of the mirrors might respond by turning into a screen showing images of how it was worn on the catwalk, or details of how it was made.
- Patrizio Bertelli, the chief executive of Prada, told Harvard Business Review in 2012 that he would not sell high-end Prada collections online because he is "concerned about compromising our image by using a channel where secondhand cars and books are sold".
- Direct storytelling: recipes, travelling, home decorating, creating art. Tips: summer reading, honeymoon, fashion Videos from partners Fresh stories from their designersEvery single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events.Interestingly there are very few links back to Burberry’s ecommerce site. Instead it uses Twitter to promote and build its brand image, leaving it up to users to find their way to the online store.Burberry has a separate feed for customer service, which is a strategy adopted by many other retailers as it means marketing messages and customer queries don’t get mixed up with one another.The one time in recent months that it has communicated directly with its followers was as part of an initiative to reward people for retweeting one of its images.
- No doubt that all brands try to use as many social media as possible because it's a trend and sometimes they make mistakes: they don't know how to present themselves right and where. BUT what I like about Anthropologie is that It uses all channels right to the purpose as if it was a real person; nothing is irrelevant or in the wrong place; Twitter provides customers with news from other sources which they as people like, Pinterest - with ideas, Instagram - simply with pictures (no videos!), Videos are on Youtube and Vimeo, Facebook – an overall picture of their life and a lot of conversation with customers; Blog – their thoughts, vision, opinion. Website simply works for them and sells clothes. So Anthropologie really operates effectively in all channels as if it was a real live person. I can definitely say it has a brand personality and uses all the social media wisely.
- Anthropology provides responsive design. The user experience after trying all the devices is positive. I especially like the website because the e-commerce element is well thought and built. The online shop is very simple and convenient.
- Social tribe reflects real customers Social media content mix with editorial and user generated contentDefinitely yes. Anthropologie made a wise step to be present on Pinterest because their target is women. So the channels perfectly align with the customer behavior. The message is very understandable and interactive, Anthro uses a lot of videos and audio + pics = visuals. Anthro uses pull marketing by generating lots of conversations with its customers via all the social media.
- the slide will begin with displaying consumer decision journey map in the digital world--which is different from the traditional one as we talked about in class. the consumer decision journey doesn't go along with the loop any more. Which means, it's no longer consideration-evaluation--commit--buy; with the help of social media, consumers can make a purchase decision at any stage of the journey. and then the slide will display all the social media platforms we talked about in previous slides. although consumers are constantly surrounded by all the platform, each of the platform has its role: across the 3 brands, twitter accounts serve as a place for new product and sale announcementBurberry's Tumblr, Anthropologie'sPinterest and Beacon's Closet's blog serve as an inspirational source for brand building and purchase stimulus finally, all 3 brands' website are ultimately their ecommerce stores. consumers are constantly surrounded and engaged by brands on all social media channels and are driven to the store or ecommerce site at each stage of purchasing cycle. after they buy and experience the product, whether they like it or not, they would share their thoughts with friends on social media, especially on facebook, twitter and instagram.
- Burbbery:the voice they have right now is still cooperate. Customers are talking to a brand instead of a real person. Think about @Oscarprgirl for Oscar de la Renta and @Bergdorfs for Bergdorf Goodman, a real person talking would make audience feel more engaged and would not degrade brand elegance at all. Think about Louis Vuitton who does extremely well at their “travel” and lauggage series Anthropologie:– Farmers market, Art workshops with design crush, Fashion’s Night Out, Live concerts