Transformation Tuesday: Burberry,burberry canada, burberry outlet, burberry handbags, burberry scarf

Founded in 1856, Burberry has come full circle – from a luxury brand to widespread checked caps and back again. We explore Burberry’s resurrection within the fashion world and how it’s got its digital content down to a T.

Brand background

Burberry has done it all – well, nearly. Commissioned by the British army to create durable waterproof clothing, Burberry invented the trench coat. It wasn’t until the 1970s that Burberry made the move to high-street fashion with the opening of its flagship store. After rapid expansion, it began to offer its items at affordable prices – the red, tan and black check was everywhere and soon became associated with tracksuit bottoms tucked in socks, tartan caps with matching polos and goldie looking chains.
The turning point

A new creative director, Christopher Bailey, meant one thing for Burberry: a rise back to its coveted luxury status. A reduction in the use of the Haymarket check and a serious push towards digital marketing started a journey towards its rebranding.

Bailey envisioned a new future for the brand as we’ve discussed previously here on The Wigwam. He imagined a ‘social enterprise’, to be the ‘first company that is fully digital’, targeting a younger audience whilst maintaining the ethos of heritage. Burberry took to almost all social media platforms to develop campaigns that were relevant and innovative.

Art of the Trench

Burberry launched the ‘Art of the Trench’ campaign in 2009, in which customers could share pictures of themselves wearing the iconic trench coat to the Burberry microsite, allowing everyone their 15 minutes of fame. A combination of the power of the trench and increasingly popular street photography meant high levels of engagement with their high-end customer base, while growing younger interest. Their Facebook following grew to over 1 million, and e-commerce was growing at a reported rate of 50 percent.

Burberry Acoustic

In a blend between fashion and music, the Burberry Acoustic Sessions showcase up-and-coming British talent, dressed head to toe in Burberry. Putting these two seemingly different concepts together has been a great way of increasing brand awareness and discussion among a younger target audience.

Vine

Burberry is often praised for its use of Vine. Heck, we dig it so much we made it our Vine of the Week – praise indeed! From behind-the-scenes footage to insights into the runway, the account captivates its audience with everything Burberry.

Where are they now?

Nowadays over 60 percent of Burberry’s marketing budget goes towards creating digital content, allowing the brand to consistently and regularly deliver exciting, relevant content to its millions of fans. Familiar faces such as Kate Moss, Cara Delevingne, Emma Watson and Romeo Beckham have all been featured in Burberry campaigns.

Burberry has managed to truly reinvent itself, and has become an iconic brand renowned for creating high-quality clothes and even better digital content.

Burberry, Weinstein Co. burberry canada burberry outlet burberry handbags burberry scarf celebrate ‘Lion’ star Dev Patel and the film’s inspiration Saroo Brierley in Beverly Hills

As this year’s crop of award season contender films hits theaters in full force, a host of celebrations (read: campaign events) is also under way. Wednesday’s party hosted by Burberry and The Weinstein Co. honored “Lion,” starring Brit actor Dev Patel as Saroo Brierley, whose autobiography about finding his birth mother, “A Long Way Home,” was published in 2014 and adapted for the film, which premiered at this year’s Toronto Film Festival.

This wasn’t the first go-round for Patel and Burberry, who connected when he starred in the Oscar-winning film “Slumdog Millionaire” in 2008. “We’ve had such a long relationship and they’ve saved me from many red-carpet disasters,” said Patel, while sipping Champagne on the roof of Burberry’s Rodeo Drive flagship in Beverly Hills.

“When I had just started this industry I was working the red carpet in my school blazer and Christopher and the team at Burberry came to the rescue and dressed me for the Oscars, which was a really special time for me,” he said.

Like many people, Patel read about Brierley’s story after it became a press sensation in 2011. “I was completely enthralled by the story. I ended up knocking on writer Luke Davies’ door while he was drafting the script with director Garth Davis. It was an awkward encounter. They were like, ‘OK, you are a sweet guy, but you’re going to have to get back to auditioning very soon.’ Once they finished the script I did Skype auditions then I met Garth in London for a six-hour screen test and I got the role,” he recounted.

Patel called such roles “really hard to come by for minority actors.” “It didn’t require me to be some goofy quirky psychic or funny best friend,” he said of Hollywood stereotyping. “It has some gravitas and some soul. And I’m a real mummy’s boy at my heart and this is an anthem about mothers and sons.”

Also present were Brierley and the eight-year-old actor who plays him in the first half of the film, Sunny Pawar, whom Patel called “our miniature leading man.” All three were decked in Burberry suits, although Pawar added a rocket-ship T-shirt to his ensemble.

Of hanging out with his movie star self (he and Patel have since become good friends), Brierley said, “It’s great because all of this is new to me, so I’m like their protégé. Having everyone together before we do our panel sessions really lifts us.”

Patel was quick to correct him, saying, “No, he’s our spiritual ambassador. He’s the reason we are all here.”

Dev Patel a red carpet mess before Burberry styling rescue,burberry canada, burberry outlet, burberry handbags, burberry scarf

Actor Dev Patel wore his school blazer on the red carpet when he first broke out in Hollywood before bosses at Burberry rescued him from making more fashion disasters.
The 26-year-old actor became an overnight sensation following the release of director Danny Boyle’s Academy Award-winning 2008 drama, and he admits he was not prepared for the stylish side of fame.
Thankfully, stylists at Burberry saw the potential in Dev and reached out to help him, kitting him out from head to toe.
“We’ve had such a long relationship and they’ve (Burberry representatives) saved me from many red carpet disasters,” Patel told Women’s Wear Daily at the Burberry Rodeo Drive flagship store in Beverly Hills.

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And there’s a very special place in Dev’s heart for the fashion brand’s CEO and chief creative mind Christopher Bailey, who personally dressed the young star for the 2009 Academy Awards ceremony.
“When I had just started in this industry I was working the red carpet in my school blazer and Christopher and the team at Burberry came to the rescue and dressed me for the Oscars, which was a really special time for me,” he recalls.
These days Dev is considered one of the most dapper men in Hollywood, but he insists his style is simple.
“It’s pretty understated,” he told Esquire Middle East in February (16), while reflecting on his fashion choices.
But the actor likes to add a little accessory ‘bling’ to his outfits to add some flair: “Put me in a casual suit, an American Apparel T-shirt with a little glimmer from my IWC Portugieser watch poking out from under the cuff and I’m ready to go,” he smiled.