Burberry - Glamour via Social media!

For me and my friends who were not blessed enough to get a red carpet welcome from Burberry to watch the London fashion week (LFW!) live in London, social media acted as the hero! The LFW was undoubtedly stunning, what made it most astonishing was the way that the hype on twitter was substantially much more than the buildup in London itself.

Burberry is frequently highlighted as a brand that is on top of things as far as social media and marketing goes on. Burberry manages to utilise social technologies for digital merchandising, thereby improving their marketing as well as customer service through web chat. Burberry has taken its online fashion marketing to yet another level. Lets take a peek at how Burberry kept turned up the heat at the LFW to sell their fashion!

Marketing and Sales at the LFW:
Burberry has always used a media marketing strategy of posting exceptional welcomes for facebook fans to watch live fashion shows. They actually sent out personal invites handwritten by designers, to watch live Facebook shows!  (Buzzy, 2013)

(Handwritten Invite, Burberry, 2014)

Burberry has always treated its Facebook fans with exclusivity. They have also distributed perfume samples exclusively to its Facebook fans before making it available to the general public. (Mashable, 2011) All this an example of Mc.Kinsey's Marketing and Sales lever to derive customer insights. As we've started to anticipate, Burberry's LFW show was streamed on twitter, Facebook and on its own site, so fans had every reason to be excited. (Econsultancy, 2014) Close to the live stream running on Facebook Burberry also distributed various photograph exhibitions from the design show. Burberry currently has more than 17 million likes and 70000 visits. Each post is shared more than 500 times. Burberry can make use of the comments section on Facebook to start a social engagement with future customers and turn comments into leads, which is yet another way of generating and fostering sales and marketing leads as said in the Mc. Kinsey lever.

(Facebook, 2014)

This proves that Burberry also uses social technologies for marketing communication/interaction, the second Mc. Kinsey's marketing and sales lever. It made utilisation of Vines, Gifs, Hyperlapse and Youtube features to give fans a real taste of the show. This GIF is the latest highlight of Burberry's Twitter channel. 

Capturing the moment – @CaraDelevingne on the front row of the @Burberry Prorsum S/S15 Show #LFW http://t.co/6QKAiUZyiX

— Burberry (@Burberry) September 16, 2014

(Twitter.com, 2014)

The last marketing and sales lever of social commerce, which assists customers in buying products with the help of social media is likewise another of Burberry's new child. Burberry has introduced Twitter's new "buy" button. It fundamentally permits clients to purchase items straightforwardly from the tweets. (Econsultancy, 2014) 

(Econsultancy, 2014)

Customer care:

Burberry has always provided customer care via social technologies, a Mc.kinsey lever. Burberry offers customer service in different feeds, so that marketing messages and customer queries don’t get mixed up with one another.  (Econsultancy, 2014) This is something similar to Caterpillar's case study which we studied in our last blog, where the company maintains different blogs for separate industries. We also wrote a blog on Nike where we saw the same strategy being adopted. Burberry's Blurred Lines another great article on Burberry's integrated customer experience, proving that Burberry is truly doing the best! (Davis, 2014)

References

Buzzy, S. (2013). So Buzzy. So Buzzy. Retrieved 25 September 2014, from http://sobuzzy.wordpress.com/blog/

Davis, S. (2014). Burberry's Blurred Lines: The Integrated Customer Experience. Forbes. Retrieved 25 September 2014, from http://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-customer-experience/

Econsultancy,. (2014). How Burberry and Topshop used social to rule at London Fashion Week. Retrieved 25 September 2014, from https://econsultancy.com/blog/65466-how-burberry-and-topshop-used-social-to-rule-at-london-fashion-week#i.f7ojcvj84dlwzg

Facebook,. (2014). Burberry. Retrieved 25 September 2014, from https://www.facebook.com/Burberry

Fashion, B. (2014). Burberry - Iconic British Luxury Brand Est. 1856. Au.burberry.com. Retrieved 25 September 2014, from http://au.burberry.com

Handwritten Invite, Burberry. (2014). Retrieved from http://sobuzzy.wordpress.com/blog/

Londonfashionweek.co.uk,. (2014). London Fashion Week - Home. Retrieved 25 September 2014, from http://www.londonfashionweek.co.uk

Mashable,. (2011). Burberry Brings Fragrance Sampling Campaign Exclusively to Facebook. Retrieved 25 September 2014, from http://mashable.com/2011/08/19/burberry-body-facebook/

Twitter.com,. (2014). Burberry (@Burberry) | Twitter. Retrieved 25 September 2014, from https://twitter.com/Burberry