When image is everything!
Burberry and its involvement on the social network world.
Burberry tries to follow the new world trend by following the evolution of the luxury consumer’s habits. Indeed, the new wealthy generation wants to be simpler but still buy luxury items with good service and product quality. They don’t want extravagant or colourful products. They want to be unique with sober luxury items.
In order to follow the desires and needs of this new generation, Burberry uses a large communication campaign to show them their new lifestyle. Burberry wants to be close to its consumers and the brand succeeded with its large successful implementation on the different social network. The first goal of any luxury brand is to develop the imaginary of their consumers and Burberry creates daily post on the different platforms; its posts are mainly pictures.
A picture is worth a thousand words!
Burberry has fully understood this trend and can play upon it. On Instagram, Twitter and Facebook the brand post every day pictures of their items, or their muse in order to create a large passion around the brand. Burberry creates a special world, lifestyle, mindset and spirit around it.
For example, when Burberry has decided to launch a new flagship store in L.A, the brand launches at the same time a Snapchat profile in order to have a mass communication and to announce this new event.
It’s good to know that Burberry is the first luxury brand who come in the social network world and uses it as a communication style.
It uses this channel as a way to communicate and to improve its consumer’s relationship in order to be closer to them and create a pack. It is a manner to be more connected and create close links with its followers, it’s an opportunity to get involved with them.
Burberry knows how to control its brand and image. We can imagine an opposite scenario; indeed, social network can democratize and popularize any brand because everyone has access to this fashion elite at every moment. Before the emergence of social network, someone who wanted to buy luxury product had to go to the brick-and-mortar shops and there was not many stores in the world. Therefore, the accessibility to luxury brand is much more important today and everyone can be aware of the new tendencies with bloggers explanations for example or just when you follow a brand on Instagram. But, Burberry stays a luxury elitist brand thanks to its prices.
Burberry arouse some expectation nearby to its followers because it post regularly some live-streaming of the different shows of the brand or divulge some new part of the creation from the next collection in order to increase the future craze.
This type of communication is viable thanks to the fashion bloggers who stay on their guard in order to get the last bag or tee-shirt of the brand. And then, they share it on social network and post their own feelings and perceptions about the product and they share about the pleasure the the brand, the product and the service procured them. Negative comments can have a huge impact on the brand. Therefore, Burberry has to be aware of the new trends and it should not fall into the old-fashioned because tastes, likings and trends change constantly. We are on a fast fashion world.
Moreover, social network communication is the best way for Burberry to enroll and acclimate the new generation to the lifestyle of the brand and buy Burberry later in their “grown-up” life. Burberry federates all the generations with its lifestyle and products which are created for all their segments of customers.
In my opinion, Burberry is the winner on the social network world thanks to its implication on communication. The brand managed to create a lifestyle and special spirit with social network and pictures. For this purpose, Burberry has a sober and classic design idea and perception of luxury.
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
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