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Digital and online strategies

Dining trend. Business lessons from Burberry: how the brand smashed its competitors. By Gabriella Griffith Friday, 12 July 2013 We are living in precarious times for fashion retailers.

Business lessons from Burberry: how the brand smashed its competitors

Brands from the whole spectrum of price points are falling into the administration abyss each quarter. Yet Burberry proclaimed ‘better than expected’ results on Wednesday, with 13% growth for the three months prior to July (analysts had predicted just 5.5%). The brand has put its triumph down to a popular Spring/Summer collection, increasing interest in its menswear and accessories collections, and strong growth in China.

That may be true for this season, but Burberry has been en route to victory for some time. It was the hiring of an American, Angela Ahrendts, back in 2006, that fired the starting pistol on the turnaround of the great British label. So what is a brand to do to mirror this success? Here are our top five winning moves from Burberry 1. When Ahrendts took the helm of Burberry it was a bit of a mess. ‘So I introduced him early on as the "brand czar. " 2. 3. 4. 5. How Burberry Use Social Media. Since being founded in 1856, Burberry has become a British virtue and a front runner in the fashion industry worldwide.

They have gained recognition as one of the most highly esteemed luxury fashion houses on the market and are best known for their trademark tartan pattern and signature trench coat. The brand has come a long way since Thomas Burberry opened his flagship store in Basingstoke, now having stores all over the world and holding a position in Interbrand’s ‘Best Global Brands’ Report. The Burberry brand is one that exerts class and elegance, and this is a quality they work hard to maintain on their social media platforms. They have adopted a consistent theme across all of their accounts – from the selected fonts, to a clear content strategy. #1: Brand Identity. Brand Heritage Thomas Burberry was an 21 year old apprentice to the country drape when he decided to open his own store.

#1: Brand Identity

Burberry was thus founded in 1856, in Basingstoke, Hampshire, England. Business thrived and by 1870 Burberry became known for it’s outdoorwear. In 1879, Thomas Burberry invented gabardine – a breathable fabric made using an innovative process whereby the yarn was waterproofed before weaving. This fabric was not only water-resistant but also extremely durable. Burberry was the original name, but then the company soon switched to using the name Burberrys, after many customers from around the world began calling it Burberrys of London. USP & Competitors. Burberry profits dented by currency swings. London Fashion Week - Burberry. Christopher Bailey - Chief Creative and Chief Executive Officer Christopher Bailey is Chief Creative and Chief Executive Officer for global British luxury brand Burberry.

London Fashion Week - Burberry

Christopher joined Burberry as Design Director in May 2001 and from the outset his creative vision was applied to all aspects of the brand. He was responsible for all collections, brand imagery, consumer-facing activities incorporating product design and development, creative marketing, architecture, consumer technology and digital innovation. In partnership with former Chief Executive Officers Rose Marie Bravo and then Angela Ahrendts, Christopher developed Burberry’s creative and strategic direction over a 13 year period.

In that time, working with the senior leadership team, they created the leading global, British luxury brand. In 2008 together with former Burberry CEO Angela Ahrendts, Christopher established the Burberry Foundation to help young people realise their potential through the power of their creativity. Burberry - Iconic British Luxury Brand Est. 1856. Burberry. Burberry (@Burberry) Burberry. Burberry introduces the effortless contouring and strobing tutorial, with easy to follow runway-inspired tips and techniques.

Burberry

Watch Burberry Artistic Make-up Consultant Wendy Rowe apply new Face Contour and Fresh Glow, two precision pens for contouring and strobing. Learn how to get more defined cheekbones, contoured eyes for a bigger eye effect and a flattering face and nose shape with Face Contour pen and discover Wendy’s how to tips for highlighting and strobing the cheekbones, eyes and nose. Steps: First create a radiant complexion with Fresh Glow Luminous Fluid Base in Nude Radiance NO.01.

Rub into hands and then apply to the face to brighten and gently hydrate. Next, use Face Contour. For a seamless shadow also apply it under the eye to increase the natural shadow of the lashes. Use Face Contour to sculpt the face and add definition to cheekbones whilst giving the impression of a slightly slimmer face. Face Contour can be used to shape and gently slim the nose.

Shop the collection: Ever Wonder What Goes Into a Burberry Scarf? This Smart, Lovely Ad Shows You. For the launch of its new Scarf Bar, where users both online and in-store can customize their own scarves, Burberry decided to educate people on what goes into making one.

Ever Wonder What Goes Into a Burberry Scarf? This Smart, Lovely Ad Shows You

When a brand launches a customization service, people (rightfully) assume their options are limited and at least somewhat automated to ensure fast service to the most customers possible. In other words, it can cheapen and commodify—the opposite of luxury. But this video succeeds in illustrating, beautifully, what a total headache it is to produce a Burberry scarf, while reminding you of its premium value—or, as one YouTube commenter put it, "why it's expensive. " The scarf you customize with such ease and glee will be woven on a traditional loom in Scotland, in one of just two mills that do it.