Burberry the digital leader

Burberry placed third in the 010 Luxury Marketer of the Year awards (Hutzler, 011, online) Burberry is leading the way in digital marketing quick to ensure they are on / involved in the latest media.

Burberry use several methods to connect with their market. These include social media, pinterest & intsagram, live streaming catwalk shows, The art of the trench, Acoustic music channel and a fully interactive website.

These digital tools have become part of Gen Y lives, Burberry have utilised this to connect with them on their terms. Their 

use of interactive and interesting content is what puts them ahead of competitors – they are creating an experience for Generation Y.

Social media

Burberry have ensured that they stay connected to Gen Y with regularly updated You Tube, Facebook and Twitter pages. These pages feature varied content from film, pictures, news and updates and of course products and campaigns. Burberry have really invested into their pages to ensure that the Burberry brand really comes across so much so that their facebook timeline goes all the way back to 1856 when the brand was founded.

Pinterest / instagram

They were also one of their first fashion brands to have pinterest account. Posting images onto boards such as “Burberry weather” and “Burberry heritage”. This really gives the consumer an idea into the personality and work behind the rather then just the products. Their instagram account has over 88, 000 followers. Again it is a great way to show Gen Y unique content and images straight to there iphones that help them connect with the brand.

Live streaming

Burberry have live streamed their last 8 runway shows and allowed consumers to shop immediate after, while the excitement and interest is still their (rather then waiting 6 months). This meets Generation Y’s needs of instant gratification. (Hutzler, 011, online)

Art of the trench

They have also launched their own social networking site ‘The art of the Trench’ encouraging customers to view and share pictures of themselves and others in eh Burberry trench. Up until June 011 the page had 10.8 million views from more than 00 different countries. (Hutzler, 011, online) This is again a brilliant example off how Burberry are

putting the customer at the heart of there digital marketing.

Acoustic

Burberry acoustic is a new idea that celebrates British musical talent. Burberry collaborates with new up and coming musicians to create a series of music films and experiences across the Burberry platform. Music has always been linked with fashion and this idea particularly relates well with Gen Y. (Lipp, 010, online) As well as enhancing Burberry’s image of being youth focused and trendy.

Some of the musicians have also walked in the Milan catwalk, been front row at several shows and feature in there latest’s advertising campaigns.

Interactive website

There brand website is even designed with Generation Y in mind. There is music from their acoustic sessions playing and instead of still photographs; film and video have been used throughout the site. Creating a more engaging and exciting website that keeps the users on it for longer.

Also on their site they have a function where you can create you own personalised Trench. Knowing that Generation Y love personalisation and anything that they can make their own this is perfect for that market. With options to share your design on facebook and twitter Burb-erry then ensure that that users friends then also interact with the brand.