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.
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.
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.
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.