Fashion retail and digital: The Burberry case - Marketing. I recently came across a study done by ContactLab which reveals some amazing facts about Fashion Retail merging with Digital.
According to their study “Digitally driven in-store sales already account for 1/4 of retail revenues already. The study anticipates that by 2020, luxury brands will virtually know each of their client by name. They also state that separating digital and physical luxury will make no sense by then. In fact, the digital playground will grow to 50% of sales with pure e-commerce to represent 2 to 3 times the current levels. I found a surprising fact: for luxury brands, e-commerce currently drives 6% of their revenue only. One great example here is the British brand Burberry. Burberry underwent a seven- year transformation from an underperforming, marginalized, over-licensed, decentralized brand, to becoming one of the most beloved and valuable luxury brands in the world, tripling sales in five years. Georgi Georgiev Latest posts by Georgi Georgiev (see all)
LSN : Behaviours : Money in make-up. Think Tank: Why Millennials Are the Future of Luxury – WWD. Millennials are the future of brands.
Every smart brand is targeting Millennials, so why should it be any different in the luxury space? Millennials include anyone born between the early Eighties, an era predating cell phones, and the early 2000s, the Internet age. Although there was an epic jump in technology during those 20 years, most Millennials have one thing in common — a disruptive mind-set. They are a free-thinking, individualistic generation that’s over 80 million strong. By 2035, Millennials will have the potential to become the largest spending generation in history, according to the white paper, “Five Luxe Trends for 2015” by marketing expert Pam Danziger.
Key Figures - How much money London Fashion Week makes. Vivian Hendriksz London - With the start of London Fashion Week just a day away, FashionUnited asks how much income such an extravagant event generates, how much money visitors spend and how much money the city of London itself makes?
Although LFW does not make the most out of the global fashion weeks, coming in second to New York Fashion Week, based on our calculations the total income made from London Fashion Week is 269 million pounds (322 million euros). Key Figures for London Fashion Week Number of visitors 105,000 Total income: 269 million pounds City income: 52.6 million poundsBusiness income: 216 million pounds Venue income: 74 million poundsRestaurant income: 76 million poundsRetail income: 63 million poundsAccommodation income: 55.5 million poundsAverage expenditure per visitor: 1,855 pounds Interested in reading more on how much money London Fashion Week generates?
Interested to see which events, shows and more you shouldn't miss during LFW? Burberry, Pinterest Launch Cat Lashes – WWD. Burberry is taking to Pinterest to launch its latest beauty product, aiming to capitalize on the platform’s 38.5 million monthly unique viewers in the space.
In tandem with the launch of Cat Lashes, the brand’s new mascara that launches today, Pinterest will begin to generate custom boards for users populated with Burberry Beauty content and product. It’s Burberry’s latest attempt at using social media to introduce a new product to consumers. “Beauty is huge on Pinterest, and we wanted to bring that to life in an innovative way that had never been done on our platform. It’s taking in [user] beauty preferences and giving them a new way to look at the category through the lens of Burberry,” Radhika Prakash, creative and brand strategist at Pinterest, told WWD Tuesday morning.
She said Pinterest approached Burberry to forge a partnership over a year ago. Currently, there are 93 million beauty pins and four million beauty boards on Pinterest.
Burberry uses first ever Snapcode to let in-store customers unlock online Snapchat content. The Snapcode allows in-store shoppers to scan a barcode using their mobile device to unlock content from Burberry’s new campaign for male fragrance Mr Burberry.
Burberry is running the content on Snapchat’s Discover channel, offering access to style and fragrance content, including tailoring and grooming tips. The channel will also feature the full-length director’s cut and behind-the-scenes content from the campaign. The content will be available for two months. READ MORE: Burberry in Snapchat first as it premieres new fashion collection online Launching today (4 April) and directed by Oscar-winner Steve McQueen, the ad tells the story of a couple madly in love. From 25 April, there will be scent-dispensing posters in Knightsbridge, London, which will spray the fragrance directly onto the user’s wrist when inserted underneath the sensor. Customers are able to personalise their Mr. Burberry admits its customer loyalty is ‘lagging’ and marketing needs ‘rebalancing’
Pre-tax profits fell 10% to £415.6m for the year to 31 March, while revenues dropped 1% on an underlying basis to £2.5bn.
The iconic luxury brand primarily blamed the decline on Asia, citing falling consumption levels, a slowdown in Chinese tourists visiting European stores and weaker demand in Hong Kong. And Burberry expects growth in the luxury sector to continue to slow, with its CEO Christopher Bailey stating that the luxury sector will grow sales by around 2% this year, down from the 7% growth it has experienced over the last five years.
Read more: Luxury brands lose their ‘cool’ status as digital challengers climb the ranks Speaking during a presentation to analysts this morning (18 May), Bailey said changes to marketing would play a big role as Burberry looks to return to growth. He explained: “There will be a big effort to rebalance our marketing activity to tell the stories of our products more powerfully. What went down at Burberry’s September 2016 show. Yesterday saw Burberry’s September show (NB not SS17 show), which marked an important turning point for the British heritage brand.
This season was the label’s first ‘See Now, Buy Now’ outing; the first where the full men’s and women’s collections were shown together; and the first in its new Soho venue. Throw in some Virginia Woolf references, some Elizabethan vibes and a stellar model cast and you’ve got one of the most major events of this season’s London Fashion Week. Here’s what went down at the show. This season, Christopher Bailey chose not to stage the show in Kensington Gardens as he’s done for numerous seasons. Instead, the September show took place at Makers House in Soho, which was decorated with hand-carved statues – including one of Thomas Burberry – a result of their collaboration with The New Craftsmen.