burberry digital marketing
Panthita Savangwongsakul (Kiwi)
Burberry’s changed marketing strategy to focus on digital marketing
(draft 2)
In this essay is about Burberry’s marketing strategies, I will compare its old strategy and new strategy. Comparing these strategies will show the weakness of their old marketing strategy and also show that how new strategy improved the brand. However, in order to reposition brand, they need to come up with fresh concept and strategy. In this case, Burberry believed that using digital marketing would help them create new image of brand. Moreover, it has been proved that this particular strategy worked efficiently as the statistics show the increasing of sales during short period of time after invested more on digital marketing.
During the beginning of the 2000s, after Burberry reached their highest point for sereval years, the sales drastically dropped as people believed that Burberry is uniform for gangster or “chav.” This is probably the worst reputation for luxury brand as in the United Kingdom; chav is stereotype of low-class and poorly educated people. There was a rumor that some bars didn’t allow anyone who wear Burberry’s products to get in. However, some people said that it was misunderstanding about this rumor as hooligans in the UK usually wear trench coats. Thus that particular bar didn’t let those people in because they are gangsters that wore trench coat that look similar to Burberry one, not because they actually wore Burberry’s coat. Moreover, at that time Burberry only targeted elite people whose age over 30 year-old, thus most of their designs and styles of products were remained the same just like 100 years ago. In addition, all their flagships were decorated as private places that don’t seem to welcome for normal people; therefore, only people who intend to buy Burberry’s products go to the stores.
After Burberry reached the lowest point in their history, they bounced back to their position by using digital media and social media
Burberry’s changed marketing strategy to focus on digital marketing
(draft 2)
In this essay is about Burberry’s marketing strategies, I will compare its old strategy and new strategy. Comparing these strategies will show the weakness of their old marketing strategy and also show that how new strategy improved the brand. However, in order to reposition brand, they need to come up with fresh concept and strategy. In this case, Burberry believed that using digital marketing would help them create new image of brand. Moreover, it has been proved that this particular strategy worked efficiently as the statistics show the increasing of sales during short period of time after invested more on digital marketing.
During the beginning of the 2000s, after Burberry reached their highest point for sereval years, the sales drastically dropped as people believed that Burberry is uniform for gangster or “chav.” This is probably the worst reputation for luxury brand as in the United Kingdom; chav is stereotype of low-class and poorly educated people. There was a rumor that some bars didn’t allow anyone who wear Burberry’s products to get in. However, some people said that it was misunderstanding about this rumor as hooligans in the UK usually wear trench coats. Thus that particular bar didn’t let those people in because they are gangsters that wore trench coat that look similar to Burberry one, not because they actually wore Burberry’s coat. Moreover, at that time Burberry only targeted elite people whose age over 30 year-old, thus most of their designs and styles of products were remained the same just like 100 years ago. In addition, all their flagships were decorated as private places that don’t seem to welcome for normal people; therefore, only people who intend to buy Burberry’s products go to the stores.
After Burberry reached the lowest point in their history, they bounced back to their position by using digital media and social media
References: "Burberry Enjoys Strong Sales Growth." BBC News. BBC, 13 July 2011. Web. 01 Dec. 2014. "Bespoke." Burberry -. N.p., n.d. Web. 01 Dec. 2014. "Christopher Bailey: The Art of The Trench." Burberry: The Art of the Trench. N.p., n.d. Web. 01 Dec. 2014. "The Trench Coat." Valet Style RSS. N.p., 18 Apr. 2011. Web. 01 Dec. 2014. Easton, Nina. "Angela Ahrendts: The Secrets behind Burberry 's Growth. " Fortune Management Career Blog RSS. N.p., 19 June 2012. Web. 01 Dec. 2014. Rachael. "History of the Trend: Trench Coats – College Fashion." College Fashion. N.p., 14 Sept. 2011. Web. 01 Dec. 2014. Westwood, Pearl. "The Burberry Trench: A History & a Rather Good Buy." Fashion Pearls of Wisdom. N.p., 28 Mar. 2011. Web. 01 Dec. 2014.