How Burberry Became Cool Again
Angela Ahrendts and Christopher Bailey have transformed Burberry through digital into a global fashion powerhouse.
There is no industry where “brand” means more than anything than in fashion.
When Angela Ahrendts became CEO in 2006, Burberry was in trouble. Both her and present CEO and Creative Director Christopher Bailey’s leadership have completely transformed Burberry from trenchcoat maker into a global fashion powerhouse that has become “cool” again and backed up with impressive global growth. Exceeding analyst expectations and thriving in the market as their competitors face declining sales.
So how did they do it? They think customer first and there is much credit to their work in creating total transformation across brand, employee and customer. “Our vision is that a customer has total access to Burberry, across any device, anywhere,” says Ahrendts.
They’ve won by targeting a more youthful market and embracing digital and social media, Burberry is thriving.
“You have to be totally connected with everyone who touches your brand.” — Angela Ahrendts
Examples of Burberry Digital Innovations:
Burberry World: The ultimate expression of the Burberry brand, where visitors can “engage, entertain, and interact, as well as providing the ultimate online luxury shopping experience.” From their London flagship on Regent street to their website, the difference between online and offline is increasingly becoming blurred. Whether you’re customizing your Bespoke trenchcoat or simply enjoying the visuals, this is Burberry’s digital revolution.
If you didn’t click Burberry World, click now and simply explore.
It’s a rich and engaging experience that breathes the very essence of the brand through your screen. Through the usage of music and high impact visuals, you become fully immersed in the brand experience. It is my definition of effective design that intersects both beauty and functionality. Most websites fall short of being able to balance both.
Burberry Acoustic: Acoustic showcases high-quality local British musicians to create a stronger emotional connection and long-term engagement with younger audiences via music. Genius. A common problem many millennials face is spending ridiculous amounts of time trying to find new good music, and if Burberry is supplying me with both original and curated lists of amazing music, I’m going to fall in love with them.
Burberry Kiss: Enables users to send digital kisses to loved ones and even provides a mini-movie like clip to illustrate the journey. This social opportunity actively invites users to personally deliver Burberry’s digital experiences to others, in essence, enabling users to become brand advocates to spread the message. How cute is this?
Digital has enabled every part of your brand to become accessible and brands need to consider how they will enable customers to engage beyond the traditional website. As you browse through their web or social brand channels, you can feel the essence of what their culture come alive and feel the humanizing elements. The humanizing often often occurs at the intersection of commercial and art.
Celebration of London in Shanghai is a great example. What used to be simply “shopping” has become an ongoing relationship and experience with the brand.
I grew up in a physical world, and I speak English. The next generation is growing up in a digital world, and they speak social.
- Angela Ahrendts
Customers are everything, and it begins with listening. Burberry spares nothing to differentiate themselves to stay trendy and connected to millennials.
Competition in the digital world is fierce and if brand’s want to stand out, invest in the time to develop unique and seamless digital innovations and carry authenticity forward. From digital kisses, to being able to purchase immediately via mobile as you view the same clothes on the runway show, think customer first, and empower them.
Digital is paving the future of the connected customer, how will you adapt or be left behind? I’d love to hear from you @gordoncching.
