Burberry is the most digitally advanced fashion brand in the world. Under the leadership of CEO Angela Ahrendts and Chief Creative Officer Chris Bailey, Burberry has embraced digital technologies and partnerships to enhance customer engagement and the brand experience. Some key initiatives include mass customization through the Bespoke platform, digital partnerships with companies like Apple and Google to promote new collections, and increased mobile optimization through tools like Customer 360 and RFID technology in stores. These strategies position Burberry as an innovator integrating heritage craftsmanship with cutting-edge technologies.

1. Burberry
The
most
digitally
advanced
fashion
brand
in
the
world
Adam
Kolb

2. Overview
• Background
1
Personal
Customer
engagement
through
Mass
customizaAon
2
Digital
Partnerships
3
Increased
mobile
opAmizaAon
4
Expanded
E-­‐Commerce
support,
social
media
and
the
overall
Burberry
experience
5.
Conclusion

3. Background
• Found
in
1856
by
Thomas
Burberry
in
Basingstoke
Hampshire,
England
• Gabardine
fabric
• Gabardine
trench
coat
1895
for
the
BriAsh
in
WW1
• Iconic
paUern
introduced
in
1920
• women’s
wear,
men’s
wear,
accessories,
shoes
and
bags,
children’s
wear,
house
and
home
goods,
fragrance
and
beauty.

4. Who
is
in
charge
• CEO:
Angela
Ahrendts
– 2006
– Technology
and
the
consumer
always
on
her
mind
– Opened
company
up
to
technological
partners
in
order
to
expand
the
operaAons
side
of
the
business.
– Surrounded
herself
with
young
digitally
savvy
staff
– Chief
CreaAve
Officer
• Chris
Bailey
2001

5. Digital
language
• Angela
Ahrendts
main
focus
was
on
Burberry’s
image
as
a
whole
• Chris
Bailey
had
a
clear
vision
of
how
he
wanted
the
brand
to
be
displayed
• BriAsh
heritage
• Main
focus
was
on
millennial
market
–
High
net
worth
and
very
acAve
– Digital
language

6. 1:
Mass
CustomizaAon
• Mass
customizaAon
is
the
use
of
new
flexible
computer
aided
manufacturing
systems
that
produce
custom
output.

7. Bespoke
• New
digital
pla^orm
that
enables
customers
to
make
their
ideal
personal
trench
coat
from
scratch
• individually
cra_ed
by
arAsans
• Full
scale
aUempt
at
mass
customizaAon
with
a
neat
mix
of
digital
and
heritage
• Social
media
sharing
opAons
• Complete
customer
engagement
with
the
Burberry
brand
creaAng
a
personal
fun
experience
through
digital
technology.
hUp://us.burberry.com/bespoke/
-­‐
hUp://us.burberry.com/
bespoke/

8. 2:
Digital
Partnerships
and
collaboraAons

9. WeChat
• Burberry
most
recent
digital
partnership
is
with
Wechat
to
strengthen
social
presence
in
china.
• WeChat
is
a
mobile
based
social
network
that
allows
brands
to
send
users
photos,
videos,
and
texts
around
the
world..
• Deeper
more
meaningful
and
easy
story
telling
between
countries.

10. Apple
partnership
• Burberry
is
partnering
with
Apple
to
showcase
there
Spring/Summer
2014
fashion
show
through
images
and
video
taken
by
Apple’s
iPhone
5s
•
New
iSight
camera
allows
Burberry
to
shoot
high
quality
photos
and
video
for
runway
and
beauty
looks,
product
details,
and
backstage
moments
and
immediately
post
them
live
while
the
show
is
taking
place
for
fans
to
see
on
their
social
media
pages
and
website.

11. Burberry
Kisses
• CollaboraAon
with
Google
that
uses
innovaAve
technology
to
create
a
visually
immersive
and
interacAve
experience
that
allows
users
to
send
leUers
sealed
with
a
virtual
digital
imprint
of
their
actual
lips
as
a
kiss
to
friends
and
loved
ones
across
the
globe
• Personal
way
of
bringing
Burberry
into
the
hearts
of
the
consumers
h8ps://www.youtube.com/watch?
v=LRiZMVEIhas
-­‐
h8ps://
www.youtube.com/watch?v=LRiZMVEIhas

12. Burberry
AcousAc
• collaboraAons
with
BriAsh
musicians,
as
examples
of
how
Burberry
branches
out
beyond
tradiAonal
markeAng
• Live
videos
of
BriAsh
arAsts
playing
music
while
wearing
Burberry
apparel.
• Promotes
products
and
music
that
corresponds
with
the
heritage
of
Burberry
being
an
authenAc
BriAsh
Brand
• Burberry
site:
7.8
minutes
• Burberry
acousAc
site:
18
minutes
• More
for
the
experience
• hUp://us.burberry.com/acousAc/?
WT.srch=1&kid=7865a080-­‐2726-­‐5869-­‐ea80-­‐0000149e212b
-­‐
/hUp://us.burberry.com/acousAc/?
WT.srch=1&kid=7865a080-­‐2726-­‐5869-­‐ea80-­‐0000149e212b
%23/acousAc

13. 3:
Increased
Mobile
opAmizaAon
• The
compaAbility
of
websites
and
informaAon
over
the
internet
to
easily
be
accessed
through
mobile
devices

14. Customer
360
•
data-­‐driven
shopping
experience
through
the
use
of
mobile
devices
which
invites
customers
to
digitally
share
their
buying
history,
shopping
preferences
and
fashion
phobias
with
employees
of
Burberry
electronically.
• Customer
one
to
one
tool
analyzes
customer
likes
and
tastes
using
predicAve
analyAcs
and
deliver
that
informaAon
to
employees
on
the
sales
floor
via
their
tablet
devices.
• Leads
to
easier
and
increased
sales

15. Radio-­‐frequency
idenAficaAon
• wireless
use
of
radio-­‐frequency
electromagneAc
fields
to
transfer
data,
for
the
purposes
of
automaAcally
idenAfying
and
tracking
tags
aUached
to
objects
such
as
apparel
•
RFID
is
woven
into
selected
Burberry
apparel
and
accessories,
triggering
bespoke
mulAmedia
content
relevant
to
the
products
displayed
through
personal
videos
• RFID
Assists
with
stock
and
quality
control
and
also
enhances
the
customer’s
digital
experience
in
the
store
rather
than
at
their
computer.
This
makes
more
people
interested
in
coming
into
Burberry
stores
rather
than
just
shopping
via
the
internet.

16.
• 4:
Expanded
E-­‐Commerce
support,
social
media
and
the
overall
Burberry
experience

17. Art
of
the
Trench
• Burberry’s
own
social
media
site,
celebraAng
their
iconic
trench
coat
born
in
2009
• showing
everyday
people
wearing
Burberry
trench
coats.
The
company
invites
photographers
and
trench
coat
owners
to
parAcipate
and
will
then
add
the
best
of
the
submiUed
shots
to
add
to
the
site
giving
everyday
people
twenty
minutes
of
online
fame
as
models
on
the
site!
Users
can
then
comment
on
and
share
photos,
with
the
site
linking
directly
to
Facebook
Connect.
• Bespoke
coats
• over
14
million
page
views

18. Art
of
the
Trench
– The
site
also
offers
informaAon
about
the
history
of
the
Burberry
trench
coat,
showing
vintage
models
from
1910
and
moving
through
the
decades
with
pictures,
videos
and
ads
• h8p://artoIhetrench.com
-­‐
h8p://
artoIhetrench.com

19. Social
Media
• Most
followed
luxury
brand
on
Facebook
with
15
million
followers
and
Instagram
• 1.9
million
TwiUer
followers
• Shares
images
of
a
new
collecAon
before
a
show,
effecAvely
giving
its
followers
a
glance
at
the
line
before
front-­‐row
celebriAes
and
high-­‐powered
editors
get
one.
• Live
stream
and
immediate
buying
• Unveiling
the
faces
of
celebriAes
that
are
used
to
campaign
accessories

20. Burberry
World
Live
• First
flagship
store
in
London
• Blurred
the
physical
and
digital
to
bring
all
aspects
of
their
digital
website
to
life
in
a
store
• Digitally-­‐enabled
gallery,
500
speakers,
and
100
screens
including
the
tallest
indoor
retail
screen
in
the
world.
• RFID
specific
content
is
woven
into
selected
apparel
and
accessories,
triggering
bespoke
mulAmedia
content
relevant
to
the
products
that
appear
on
mirrors
that
transform
into
live
screens.
Satellite
screens.
• “Walking
through
the
doors
is
just
like
walking
into
our
web
site,”
Angela
Ahrendts
• hUps://www.youtube.com/watch?v=CokbQWI_15U
-­‐
hUps://www.youtube.com/watch?v=CokbQWI_15U

21. Beijing
Flagship
Store
• First
Live
Stream
runway
show
with
holographic
figures
and
real
models
was
shown
at
the
stores
opening
• The
Experience
• hUps://www.youtube.com/watch?
v=3wLYpLqxoiI
-­‐
hUps://www.youtube.com/
watch?v=3wLYpLqxoiI

22. Conclusion
• The
first
fashion
brand
to
live
stream
its
runway
shows
•
the
first
to
sell
live
from
the
catwalk
online
•
and
in-­‐store
via
iPad,
• the
one
and
only
brand
to
aUempt
a
3d
holographic
film
immersion
for
its
store
in
China..
• Have
there
own
social
media
site
•
First
brand
to
really
create
an
ecommerce
experience
in
the
actual
store
• Highest
digital
customer
awareness
• Best
IQ
• Burberry
is
about
the
experience.

23. Quotes
• “I
think
there
is
nothing
more
inspiring
than
talking
digitally
because
you
can
get
artude,
you
can
get
music,
you
can
get
sound,
you
can
get
video
and
movement.
You
can
actually
arAculate
so
much
of
your
brand
using
this
medium.”
• Christopher
Bailey
• “We
are
and
will
conAnue
to
be
just
as
much
of
a
media
content
company
as
we
are
a
design
company.”
– Chris
Bailey