Burberry attempts 'mass customisation' with Burberry Bespoke Burberry has made its first attempt at ‘mass customisation’ by launching Burberry Bespoke, a programme that allows people to design and purchase their own, personalised version of the company’s iconic trench coat. Though prices are expected to start at $1,800 and extend to $8,800, those that can't afford to buy can still create a design and share it on Twitter and Facebook, extending the reach of the programme. Currently live in beta on Burberry.com, the service takes four to eight weeks to deliver a finished coat and will launch officially in 2012. Now well-known for not only pushing the boundaries in terms of engaging with people online within the luxury industry, but for brands as a whole, this seems to be the next stage in Burberry’s plan to hand more control to their customers and fans. This year has also seen the company launch a sampling campaign for new fragrance Burberry Body on Facebook, fronted by chief creative officer Christopher Bailey.
Burberry’s Social Enterprise Story - Salesforce Burberry builds deeper customer connections, from the runway to the retail store There are few industries where "brand" matters more than in fashion. Burberry CEO Angela Ahrendts gets it: "You have to be totally connected with everyone who touches your brand." Burberry has been in business for 150+ years—today, Ahrendts and Burberry Creative Director Christopher Bailey are busy transforming the company to ensure it thrives for decades to come. In addition to traditional media that has been a mainstay of fashion advertising and promotion for a century, Burberry is breaking new ground in social media. Like so many great ideas in fashion, Burberry’s Social Enterprise started with a sketch In this case, a sketch drawn by salesforce.com CEO Marc Benioff on a napkin during a meeting in a New York hotel with Ahrendts and Burberry CTO John Douglas. "Our vision is that a customer has total access to Burberry, across any device, anywhere," says Ahrendts.
Alexander McQueen Shop Spring Summer 2014 Shop Spring Summer 2014 Shop Spring Summer 2014 Shop Spring Summer 2014 Shop Spring Summer 2014 Shop Spring Summer 2014 Burberry merges digital and physical worlds - The One Centre Burberry has launched a flagship store in London’s Regent Street, which merges the physical and digital worlds of Burberry in an engaging brand experience. Burberry’s fearless strategy to invest in creating entertainment and a focus on ensuring the brand is cultural relevant, have transformed it from a stuffy luxury brand to a modern, relevant and very hip Luxury brand. The aim is to “seamlessly blur the physical and digital worlds” and at the core of this idea is the use of art and entertainment to enhance the Burberry brand experience across all channels. In a shocking twist the store, which Burberry calls “a celebration of British design and craftsmanship”, has been modeled on the Burberry.com site and was designed to be a physical manifestion of the online experience. Burberry.com is a beautiful site brimming with luxurious product imagery, rich storytelling, brand films, music, history, Burberry experiences and so much more. Burberry, however, is not one of those brands. Average rating
5 Rules For Marketing In The Age Of Discovery Marketing has entered a new age: Information is no longer programmed into consumers' minds. Since its inception, advertising has been dedicated to the creation of programmed messaging. For nearly 300 years, those who could create the best message and deliver it in a memorable way across as wide an audience as possible won. In less than a decade, the types of content and ways we consume it have completely changed. Success is much harder to achieve than it was a decade ago. This is the Age of Discovery. The Programmed Age The first recorded advertisement dates back to 1704. The Age of Search At the turn of the century, web search, and most importantly Google, came into prominence. The Age of Discovery In 2006, Facebook opened its walls beyond college to the general public, and communications was changed forever. Key Principles for the Age of Discovery With fundamental changes comes new rules and usually, new leaders. With this new age comes many challenges and many opportunities.
China gives Burberry a boost in Q1 - Jul. 10, 2013 Burberry's stores experienced double-digit sales growth in China and the Americas in the first quarter of 2013. LONDON (CNNMoney) The luxury retailer continues to shine in its home market and abroad, reporting a 21% increase in global first quarter sales. Its stores in China turned in the strongest growth. The latest figures impressed investors and Burberry shares gained as much as 5%. The company says its results were driven by the "exceptional performance" of its spring and summer fashion line. London-listed Burberry (BBRYF) is well-known in the fashion industry for appealing to wealthy Chinese customers, and the latest earnings report confirms that it's still making headway in the country. Related: Burberry chief is the top paid CEO in the U.K. But China is not the only market where Burberry is reporting strong growth. Consumers value Burberry's modern edge, maintained through its fashion designs, online social media outreach and other initiatives.
Sephora Gives Its Shopping Experience a Makeover Sephora is getting a little more digital. Today the beauty chain rolled out a completely updated website with Pinterest and Instagram integration, an updated mobile site, and officially launched a program that will bring iPads to the store's sales counters and put iPod touch point-of-sale devices in the hands of many of its sales associates. “Beauty has passionate shoppers, and Sephora is the mecca of beauty” Julie Bornstein, Senior Vice President of Sephora Direct told Mashable. She describes today's updates as “Where beauty meets intelligence.” Pinterest integration is something that many brands have started to embrace, however, Sephora is taking that integration a step further. Starting today shoppers will be able to browse the Pinterest boards of Sephora employees, and see what products are their favorites. While you're at a Sephora store you can use your iPhone to scan products off the shelves and read reviews. Digital is a huge part of Sephora’s business.
Online sales and in-store iPads give Burberry a Christmas boost | Business Online sales assistants and iPads in stores helped Burberry enjoy a healthy Christmas as it persuaded more visitors to buy despite a weakening number of shoppers on the high street. The luxury British brand revealed a 14% rise in sales to £528m for the three months to the end of 2013 compared with the same period a year before as it increased its number of customer service staff, working on and offline, by 30%. Sales in stores open more than a year rose 12% as the company said all store staff now have access to iPads to help shoppers order goods not currently in stock for delivery to their homes, while online shoppers can get help via a live "chat" service. Finance director Carol Fairweather said the number of shoppers visiting Burberry's stores had been "weak" but the company doubled the number of orders it had dispatched on a year before as it added three new local language websites including ones in Taiwanese Chinese script, Russian and Brazilian Portuguese.
Optimizing Google Product Listing Ads Want to gain better exposure for your product inventory on Google search results? Learn about why you should treat Google’s Product Listing Ads (PLAs) as a priority and how you can get the most value from your PLA campaigns. What are Product Listing Ads? Starting on October 17th, Google’s previously free product search will now charge for pay-per-click Product Listings Ads. Product Listing Ads are product search ads that include product information, such as product image, price, title, offers, and merchant information. Product listing ads lets you promote specific products along with Google search results and text ads (so you can have 2 ads displayed). Why are Product Listing Ads so important? Product listing ads are often displayed at the same time as a regular text ad or product extension ad; this creates more opportunities to build product awareness and drive quality traffic to your site. Optimizing Your Product Feed to Improve PLAs AdWords _label: is used to group products together.
Burberry World Live Flagship, Regent Street - designer shops I step into the cathedral of a Burberry store on Regent Street wearing dirty jeans, my oldest shoes and the appearance (not wholly inaccurate) of one who has fallen on hard times. A cheery American in standard-issue Burberry black greets me with an iPad and a smile that couldn’t be wider if I had a Platinum AmEx poking out of my top pocket and the kind of regalia not seen since ‘Coming to America’. ‘Welcome! Would you like me to give you a tour?’ The Burberry global flagship, the product of 300,000 man hours, occupies a sizable chunk of the handsome west side of Nash’s Regency curve. Since 1820, the premises have housed a livery stable, a cinema, and the Habitat and LK Bennett stores Burberry now replaces. Walking through the four floors and 27,000 square feet of slick Burberry selling space, I never once feel under pressure to buy, or even browse.
Toys R Us drives holiday sales via multichannel mobile effort Toys R Us is redefining the way mobile consumers shop this holiday season with a multichannel campaign that incorporates redesigned mobile applications and optimized sites, as well as new QR code scanning capabilities. Additionally, the retailer has added mobile bar code scanning capabilities, as well as a new tablet-optimized site to further solidify its position in the space. As part of the enhancements to the company’s mobile capabilities, customers can now take advantage of some of the its popular omnichannel services, including “Buy Online, Pick Up In Store” and “Ship to Store,” through their smartphones and tablets. “Mobile is our fastest growing channel of consumer engagement at Toys R Us,” said Meghan Kennedy, a spokeswoman for Toys R Us, Wayne, NJ. “It is an integral part of our omnichannel strategy. Holiday shopping Toys R Us is taking a mobile-first approach this holiday season. Additionally, Toys R Us is also making its weekly ads and deals more accessible to consumers.
Heritage meets digital in new flagship Burberry store Burberry has opened a new flagship store on London's Regent Street that mixes elegant craftmanship with digital high-tech wizardry to create a truly seductive retail experience... The store, which opened to the public last week, aims to replicate all the elements found on Burberry World, the brand's online shopping experience, at burberry.com. Burberry has become known for its forays into digital experimentation, using Twitter and other social media sites to introduce its catwalk shows live to an online audience, for example, and also using imaginative technology in its advertising, including a recent tie-in with the Weather Channel. The store continues this inventive use of technology in the physical space, with 500 speakers and 100 screens fitted throughout, which will show original content created in-house at Burberry, and will occasionally feature 'disruptive digital takeovers', when the screens and speakers synchronise across the store to show digital rain showers, for example.
Designing for the social customer Last night I wrote, in the context of customers: They want to be treated like human beings, not account numbers.They want to know they can trust the people they do business with.They want to know that the people they give their business to actually value their business.They want products and services that are fit for purpose, made available at a reasonable price.If and when something goes wrong, they want to know the facts. Quickly. Without window-dressing.They’d like to know what is best for them, so they’d like to talk to their friends and relatives about it.They’d like to know what their friends recommend, and they’d like to recommend things to their friends.They’d like help when something turns out more complicated than they’d expected, or when they’re trying to do something different.And they’d like to know that they’re being treated fairly.In exchange for all this, they are willing to give their custom regularly and loyally. Trust. That’s Social Customer Rule 1. [An aside.