Wednesday, March 29, 2017

When high-end fashion goes digital: How Burberry takes over others?

Fashion week seems to be a be a big festival in the world of luxury but too far away from most of the people. Burberry steps forward to show the brand's flexibility in the digital world and bring fashion week closer to everybody.





Live broadcast on social media platform

In fashion week only fashion editors and celebrities are invited to join the show to preview the fashion items for the coming season. People can only get the second-hand information from media previously, but this mode falls behind from recent standard of "instant update" required by social media users.

Burberry broadcasts the fashion show through different social media platforms including Facebook, YouTube, Kakao and WeChat, allowing followers to view the latest collection




"See Now Buy Now"

In the past, people have to wait for weeks after the fashion show before they can buy the items in the shops, but in the digital world everything could happen instantly. Burberry launches a collection called "See Now Buy Now", which allow people to purchase online right after the fashion show.


Link to online shop is attached in the Facebook Live, so that people can buy the "See Now Buy Now" collection. WeChat users are allowed to purchase direct from the livestream. This can increase the chance to turn interest to sales in very short period. This encourages people to buy fast and shortens the consumer decision-making process and probably generate more sales comparing with traditional way.


While Burberry is one of the luxury brands starts to launch official Facebook page in the earliest, the brand tried many new ways in digital marketing, e.g. being the first brand to cooperate with Apple Music to provide a customised brand channel. When more and more luxury brands start to utilise the digital marketing and e-commerce platforms, the new move of Burberry to maintain its leading position would be the big challenge.

Reference:
https://digiday.com/marketing/burberry-became-top-digital-luxury-brand/
https://www.socialbakers.com/blog/detail/?id=2662

by Cynthia Liu Tung Mei (1006601593)
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1 comment:

  1. UnknownApril 2, 2017 at 11:22 AM

    Hi Cynthia, thanks for your sharing.
    From the high-end fashion brands' perspectives, I guess it would not be easy to strive a balance between maintaining the high-end and exclusive images but at the same time to get closer to the public. Nevertheless, I agree with you that Burberry has done a good job in taking lead of digital marketing strategies in the luxury fashion industry. Possibly in the near future, many more brands will start following its path.

    Hazel Chan 1155081733

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