Burberry:

Brand Analysis

By: Elissa Jancich, Hannah Fyfe, Felicia Jacobs

Identity

Burberry

Global Luxury Brand with a British Identity

Design - Innovation - Craftsmanship

​

Burberry has a strong and rich heritage which dates back to 1856, when the brand was founded. It’s clear that the brand draws much of it’s inspiration from its early roots. Burberry was known for their breathable and weatherproof outerwear fabrics, which accompanied many explorers around the world on their expeditions, as well as the British army during the Second World War.

Today, Burberry draws from the past and the future to create their ready-to-wear luxury designs. Burberry’s Spring 2018 Collection does just this, with classic trench coats & plaid, but also with an 80’s twist which pays homage to the LGBTQ+ Community.

Expected Burberry “Buzzwords”

“See Now, Buy Now”

“Luxury Brand”

“Trench Coats”

“Ready-to-wear”

“Co-ed Fashion Shows”

“Luxury”

“British Fashion”

“Outerwear”

“Plaid”

“Gabardine”

“Global”

“Innovative Fashion”

“LGBTQ+ Runway”

“Vintage”

“Runway”

“Collection”

“Capsule”

“Equestrian Knight”

Burberry SEO

Most Effective“Buzzwords”

• “Equestrian Knight “ (1st page)
• “See Now, Buy Now” (1st page)
• “Trench Coat (4th Page)
• “Runway Show (4th Page)
• “Luxury Brand” (1st Page)
• “Capsule Collection” (3nd Page)
• “LGBTQ Runway” (1st Page)

​

Least Effective“Buzzwords”

• “Ready-to-wear”
• “Gabardine”
• “British Fashion”
• “Outerwear”
• “Plaid”/”Plaid Scarf”
• “Innovative retail”
• “Vintage”

​

BURBERRY SOCIAL CHANNELS

SEO Recommendations

Keywords that should be used found on social media:

• “Ready-to-Wear”
• “Vintage “
• “Belt Bag”
• “Outerwear”

​

Keywords that should be used found on the website:

• “Plaid”
• “Capsule Collection”
• “British Fashion”
• “Innovation”
• “Gabardine”

Burberry’s SEO is not as strong as it should or can be. Many words that are both incorporated on their site and social medias don’t pull up Burberry’s site when searching online. Even when certain words do pull up information on Burberry, it’s usually found on average, on the 2nd page. Burberry’s SEO can definitely be stronger in order to gain more consumers either shopping on their site, or searching their social channels.

Instagram

Burberrys most engaging platform is Instagram (11.1 million followers). The content is beautifully created, with almost an even mix of images and videos getting uploaded daily. BB strictly focuses on simplicity and consistently of their brand.

Instagram

Efficiences

• Post stories 3-5 times daily.
• Promotes fashion shows, upcoming events and new products.
• Brands using Instagram for their shows gives users a backstage feel
• Instant buying link.
• Uses Content that the younger generations can relate with
• Posting material is very consistent

Inefficiencies

• Doesn’t respond back to fans question and concerns
• Not as interesting as competitors social medias, such as Gucci - with 22.5 million
• Posts are stagnant after while- too editorial

• Burberry’s social accounts, with an average of 5-8 posts uploaded per day. With another 8.6 million followers.Every single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events.

​

• To keep its Twitter fans engaged during its fashion shows, Burberry launched Tweetwalk.
• Under the Tweetwalk platform, Burberry live tweeted it’s runway show, providing Burberry Twitter fans with behind the scenes photos and rare insights into the fashion world
• The social team created personalised messages for everyone who shared the image, which acted as a reward for engaging with the content and also helped create a personal attachment with the brand.

​

Twitter

Twitter

Efficiences

• Burberry also ran Twitter buy button in conjunction with a 2014 fashion show shortly after Twitter introduced the feature, making mobile purchases instant
• Burberry launched its tweetwalk, within 30 minutes of the show there were 50’000 views and trended on twitter
• Posts are consistent, and contain content consistent with other social platforms

Inefficiencies

• Content isn’t very interactive - not many retweets and comments
• Doesn’t stay very interactive with other brands on Twitter

​

The worlds of fashion and technology drew closer when then-CEO Angela Ahrendts left Burberry to join Apple as an executive in 2014. The British company launched its mobile app, which combines an e-commerce store with interactive features about the brand, earlier this year. The new augmented-reality feature allows users to export the images they create, enhanced with graffiti-like doodles, to social media in a Burberry frame.

​

Burberry has implemented Apple's augmented reality platform, ARKit, to develop a new feature for its mobile app, which lets users virtually add "Burberry-inspired" drawings by artist Danny Sangra. The new features taps into users camera feeds and digitally redecorates their environment using the drawing

The AR feature also lets users share their altered photos to social media.

Burberry Mobile App

Mobile App

Efficiences

• Allows users to export the images they create, enhanced with graffiti-like doodles, to social media in a Burberry frame.
• Burberry sees an opportunity to make use of Apple's AR technology and reach the tech giant's iPhone owners

​

Inefficiencies

• Forces you to sign up/ register with the brand (immediately)
• Doesn’t notify customers on deals or new merchandise

Youtube

Though it’s not one of Burberry’s main social channels, YouTube still works well within Burberry’s social digital marketing, with over 300,000 subscribers Posting videos and playlists of different products and campaigns, music events, eyewear and behind the scenes footage, Burberry has created unique content. With over 300,000 subscribers

​

​

Youtube

Efficiences

• The Burberry February 2018 runway show
• Live performances
• Burberry Makeup Tutorials
• How- to- tutorials
• Interviews
• Behind the scenes- Burberry Fragrance
• Celebrity endorsements
• Post Videos frequently

Inefficiencies

• Not a lot of reviews
• Not a lot of live videos interviewing the Celebrities
• Not consistent with posts
• Video content isn’t very captivating
• Need more content like the “Burberry Movie”

​

Snapchat

​

Efficiences

• Collection of articles
• Grooming and style tips
• Videos & Interviews
• Interviewing models & designers before fashion shows
• Backstage tours
• Videos from the fashion show
• Globally connected
• Search Burberry on

Snapchat, and view what

others post about Burberry

Inefficiencies

• Currently can not follow Burberry on Snapchat
• Snapchat users are too young to purchase Burberry
• Wrong target market
• Not consistent

​

Pinterest

• Burberry’s glossy imagery is perfect for Pinterest, so it’s no surprise that it has just over 47,000 followers. It has pinned 2,895 images across 20 boards, with all but one featuring the brand name in the title.
• However every single pin was either uploaded by Burberry, links to its ecommerce store, or fashion inspiration boards created by their fans

Pinterest

Efficiences

• Offer their customers a personalized pinterest experience by performing a short survey.
• 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.
• Direct link to the official site.

​

Inefficiencies

• Mainly shows their models advertising the product, not regular fans representing the brand
• Shows more women-wear than men and not a mix.
• Does not show their new campaigns support diversity or the LGBTQ community

Burberry Website

Personalization has become an important factor throughout Burberry’s digital strategy, across both products and communications. Burberry Bespoke allows visitors to customise and purchase their own trench coat. Similar to how Nike use their ID service, Burberry allow users to change the colour, sleeves, lining, buttons, and even add a personalised monogram. Visitors can then buy it online instantly, request an appointment, live chat with customer service, or share their design across social media.

​

Burberry Website

Art Of The Trench

• One of the early digital campaigns that Burberry launched was the excellent ‘Art of the Trench’ microsite. The microsite was essentially an independent social networking website that allowed Burberry lovers to take pictures out on the street of the iconic trench coat and share them. Users can drag around their mouse around the page and see hundreds of different people wearing the coat, whilst listening to a soundtrack of up and coming artists. There’s also an option to filter the style of trench by colour, style and gender.

​

Burberry Website

Efficiences

• Consistent with theme
• Easy access and navigating vs the mobile app
• Every advertisement that is on their Instagram (example: acoustic performance) is on their website
• Offers Monogrammed Gifts

Inefficiencies

• Does not have a direct phone number at the top of page, like other brands.
• Could not purchase items without registering first
• Not a broad selection for monogrammed gifts, they only allow you to pick size and colors

​

GOOGLE PLUS

• Luxury fashion brand Burberry has teamed up with Google to let people capture their kisses by direct contact with their touch screen device, adding a personalised message and send on to friends across the globe.
• Kisses.Burberry.com lets Google Chrome and mobile users share “kisses” via a desktop camera or touchscreen device’, says Marketing Week.
• These ‘they can then personalise, by adding a Burberry Beauty lip colour’, before sending it on.
• The “journey’ of each kiss is then ‘brought to life’ via a 3D animation using Google Earth and Street View

https://youtu.be/LRiZMVEIhas

​

Influencers

Brooklyn Beckham created content specifically to fit with the style and consumption behaviour of how this audience engages with content on these channels. Had reached millions of their core audience across the world via Brooklyn’s and Burberry’s social channels

Zhou Dongyu was recognised by Forbes China as one of the emerging 30 celebrities making a significant impact this year, the Hebei-born actress was named Burberry’s first female brand ambassador in Asia

Burberry Competition

Gucci Engagement

• Use of Celebrities/Influencers on Social Channels: Speaks to the youthful generation & gives the brand an identity that speaks to who and what the brand stands for

​

​

​

​

​

​

​

​

• Gucci’s website communicates well with their shoppers when it comes to customer service. At the top of their page they have a phone number to call for customer service, while at the bottom of their site are exclusive service options and ways to be helped.

Ralph Lauren Engagement

• Use of Lifestyle Content on Social Channels: Ralph Lauren speaks to its consumers more through a lifestyle other than just editorial content. Because of their wide assortment of merchandise from clothing to home decor, Ralph Lauren’s brand becomes a bit more commercialized, and actually a bit more confusing. Their brand image through their social channels isn’t very consistent as shown below

​

​

​

​

​

​

​

• Because Ralph Lauren is a bit more commercialized as compared to both Gucci and Burberry, they are able to engage with their customers through promotions & sales

Competitor Technology Highlights

GUCCI:

• Mobile App- allows you to scan any fashionable piece, and showcast the item on your phone.
• Recognize customers in the store by pulling up their profile.
• Gucci added new features to its mobile app to celebrate the spending-heavy season
• Other new features in the app include a virtual reality video, which has a nine-day countdown clock, Gucci-branded stickers and emojis that can be placed over photos taken in the app

​

Ralph Lauren:

• Customers in the fitting rooms are greeted with a smart mirror that can instantly identify all the items they’ve brought in to try on
• Holographic and interactive window display to celebrate the release of its new Polo Sport line- It will also use motion-sensing infrared cameras to watch passerby and replicate their movements on the screen. There will also be interactive touch screen elements involved.

The Burberry Consumer

​

Demographics

• Male & Female Aged 27-50
• Perfume as cheap as $30
• Trench Coats up to $3,000
• Income: $80-150k+
• Global Brand
• The Americas, Europe, Middle East, India & Asia Pacific
• Asian countries China and Hong Kong dominate the Asian Pacific market which accounted for 39% of sales

Psychographics

• Attracts traditional yet stylish individuals
• Customers appreciate the heritage and legacy of the brand.
• British classics like trench coat
• Targets stylish, young, fashion conscious males & females. Those could include:
• Students, working people, classic, luxury style enthusiasts

Burberry’s Target Customer

​

• Female dominated target audience
• High spending individuals who are fashion & brand conscious
• Has access to disposable money & a wealthy background
• Luxurious lifestyle/Celebrities
• Active social life, blogger, city girl

​

​

​

​

​

​

​

Customer Profile

​

​

​

​

​

Name: Victoria Beckham

Age: 43

Status: Married, 4 kids

Location: London, LA,

New York

Job: Businesswoman,

model, ex Spice Girls

member

Hobbies: Spending time

with her family, going

to fashion shows,

grabbing coffee with her

girlfriends

​

​

​

​

Customer Profile: Day in the life

Volunteers globabally

Loves Spending time with family

Fashion Conscious; participates in fashion week

Customer Profile

Name: Kris Wu

Age: 27

Status: Single

Location: China,

Korea, Canada & LA

Job: Singer, Model,

Burberry Ambassador

Hobbies: Producing

music, collabing with

Brands & artists,

underground

Chinese hip hop

https://www.youtube.com/watch?v=pCdWnY4Dn2w (Song with Travis Scott)

https://uk.burberry.com/burberry-x-kris-wu-graphic-motif-sweatpants-p40738441 (collab with burberry)

Customer Profile: Day in the life

Meets with other artists

Produces music

Collabs with brands & other influences

Traditional Burberry vs. New Campaign

​

​

• Classic & timeless pieces
• Trench Coat
• Scarf
• Targeted to older/mature

Demographic

• Business Professional
• Preppy

​

​

​

​

​

​

​

​

Traditional Burberry vs. New Campaign

• Targeted to millenials
• Streetwear vibe
• Hip hop and art influences

​

Traditional Burberry vs. New Campaign

Future of Burberry

​

​

​

​

​

​

• LGBTQ + focus on the youth
• Its latest collection, Burberry launched a photo/video campaign featuring a cast of “loved-up LGBT+ youth”
• https://www.youtube.com/watch?v=zioVs0kU1CA
• Following a social movement
• Competing with high end designers

and coming up with lines based off streetwear

​

​

​

​

​

​

​

​

​

​

​

Gucci

Virgil Abloh for Louis Vuitton

Burberry:

Future of Shopping

Part C

Burberry Pain Points

Customer Outreach

Website Direction

Overall Shopping Experience

• Omnichannel presence
• Across all platforms: mobile, desktop, telephone, brick and mortar
• Mobile App, Social Media’s (Instagram, Twitter, Youtube, Facebook, Snapchat, Google Plus, Pinterest), Online Website, Burberry Stores, chatbots
• Services offered over channels
• “See now, buy now”, “In-store pickup”, “ship to Store”, “reserve in store”, “find in stores”, “free online returns”, “personalised or monogrammed items,” “In-store Ipads”, “social media purchasing”

​

​

Overall Shopping Experience

• Online Shopping Experience
• Straight to the point/easy to navigate
• Has a lot of services to offer online
• Decently helpful - could track items in other stores
• Offers suggestion with the item you choose
• Thorough descriptions on merchandise
• Shopping Cart
• Items kept in cart usually did not run out of stock
• Stayed in cart for weeks before inventory ran low or out
• Items don’t run out too quickly
• Chat Bots
• No chats bots on the online site - only on UK Facebook
• Not super helpful, probably wouldn’t use again
• Would rather call in-store than use chatbots- more helpful

​

​

​

​

​

​

Overall Shopping Experience

• App shopping Experience
• Had to sign up to shop the app
• Very easy to navigate
• Online shopping & app connected - shopping carts connect
• Almost same basic layout
• Very little outreach with notifications

​

• Social Media shopping Experience
• Able to shop over social channels
• Quick and easy - takes you right to the item you are searching
• Didn’t receive Burberry ads over the social channels

​

​

​

OUTREACH

• While shopping Burberry online, never once was an email sent(even after we signed up to receive emails)
• The Burberry App rarely ever send notifications - maybe once was a notification received
• SEO was poor - While searching in key words that should have automatically pulled up Burberry online didn’t- and if they did is was on the 2nd page

Recommendation: Burberry needs to interact with and engage with their customers more frequently, even if they are a high end consumer. Customers need to be reminded why or how they are shopping or could shop with the Brand.

Online Direction - Online Fit

• Online site could be much more interactive
• If Burberry is really trying to market to the younger generation, their online site needs to be more “colorful” in terms of content
• What should we pair with what? How does this coat fit? - Offer this but too far down on pages
• Offer fitting suggestions - personalized sizes
• How does the app, social media, online site, and in-store experience tie together??

Recommendation: Looks towards Rebecca Minkoff and her site layout. She gives suggestions to her consumers and her site tells a story. Burberry can take advantage of the younger consumers interests and incorporate social media into their online site. We also recommend a better fitting guide. It’s harder to shop online for the designer consumer due to fit and feel - offering a better sizing service may help the website

Future Shopping Recommendations

Recommendations

1. SES-imagotag

​

2. 3D Printing

​

3. “Do it all” Trench Coat

​

4. “Smart Bags”

​

5. 360 degree picture/video of looks online

​

​

SES-imagotag- Electronic Shelf Labels

• Connected to radio frequency to price management software, the digital tag changes prices in real time, has shelf edge automation processes, such as keeping up with stock and inventory, geolocation, and much more.
• Jeegy S software, the factor behind the electronic shelving label, perationalizes the use of data related to product locations, purchase history, customer loyalty, stock levels and conversion rates

​

​

SES-imagotag- Electronic Shelf Labels

• Instead of using price tags, these digital tags would not only look cleaner and more refined to the customer, but they would also benefit Burberry due to all the perks
• Pricing Automation
• Shopper connectivity
• Store efficiency
• Customer Service
• Burberry consumers are usually on the go, and busy, so a tag that updates prices, inventory, and helps with the worry of missing a tag, will be attractive to the the consumers. The younger generation and the millennials are tech savvy and are changing the retail environment, so changing with the consumer and staying updated will also be attractive to the younger generation.

​

SES-imagotag- Electronic Shelf Labels

• Burberry’s shelving labels would have to be sleek, shiny, small, and thin. The labels would have to stay constant with the theme of Burberry and the feel of stores. They would almost have to blend in the surroundings of the retail space.

3D- Printing

• Interactive and customizable experience in select Burberry stores where clients will be able to print 3d versions of key and bag charms as well as wallets and select bags.
• By reshaping ways of supply chain, increasing convenience for consumers, minimizing waste/factory production and discovering unlimited potential for modern products and designs, 3D printing will transform the retail industry forever.
• 3D printing could save storefronts by enhancing and personalizing the consumer experience.

​

​

​

​

​

3D Printing

​

​

​

​

• Some benefits of 3D printing include:
• Retailers can eliminate suppliers, manufacturers, and distributors by investing in raw material and creating products right inside their store or warehouse.
• Small batch production will reduce inventory waste.
• The opportunity for user-designed products will boost consumer demand for 3D printing.
• Cost
• Key Chain= $300
• Wallet= $800
• Purse= $3,000

​

​

​

​

​

​

“Do It All Trench”

• Upgrading our classic trench coat, with a modern day twist. Our new “Do It All Trench” coat contains:
• Bluetooth to connect to your Burberry app
• Through your app, you can adjust the temperature settings that insulates your coat. So when it’s raining or even snowing you can adjust the heat to a warmer temperature without being cold!
• This product is pleasing to both of our customers because they are always on the go, so this convenient way to keep warm right on your phone!
• Millenials will enjoy this product because it’s tech driven.

​

Bluetooth attachment

Use app on cellular device to connect to bluetooth thermal system

“Smart Bags”

Users can simply charge their phones, while continuing to be fashionable. You can simply drop your phone into a smart-pocket,that will charge your device, through a removable battery

​

• The battery is easily removable, allowing users to go through airports with ease
• The bag is not congested with cords and cables
• Burberry “Smart Bag” will broaden the brand’s target audience, which will increase the shopping purchasing behavior.
• The fashion conscious audience are looking for ideas that are at ease, while fitting into their oriented lifestyle.
• Compatible with IPhone and Android

​

​

​

The smart bag will be offered in the burberry classical color scheme and also in the checked prints, which is their trademark.

• This bag supports a strong image that is associated with quality, sophistication and elegance.
• Range:$1,500-2,000

​

Mockup & Contact: Everpurse x Kate Spade

​

​

​

​

​

​

Kate Spade smart bag vs Burberry smart bag

The Smart Bag is user- friendly for business events, traveling , and social users. It is also time efficient, while continuing to make a fashionable statement.

• The bag also connects to mobile devices via Bluetooth and will provide a distance alert, if the bag owner strays too far away, ensuring the purse isn’t forgotten.
• The front pocket has slots for passports, credit cards and business cards
• The bag itself is also protected by a biometric fingerprint recognition lock that stores up to 3 different fingerprints

360 degree picture/video of looks online

Every season highlights the latest classical designs. From previous experiences, we understand that online shopping is always easy. The 360 degree picture and video is a technique that will allow users to watch and short video on the official Burberry website, to get a closer look of your selected products.

​

• This feature is convenient when considering the purchase of a garment.
• It allows you to better understand the movement of the garment, allowing users to make a better judgement call on whether or not this garment will suit them.
• It allows Burberry to understand their users potential purchasing behavior.

Mockup & Contact: Asos

Burberry:

Brand Analysis

Thank you!