Burberry`s PR strategy
-
Upload
marlena-braeu -
Category
Documents
-
view
15.953 -
download
1
description
Transcript of Burberry`s PR strategy
![Page 1: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/1.jpg)
![Page 2: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/2.jpg)
History
• Founded in 1856 by Thomas Burberry in Basingstoke, England
• Innovative in fabric and outwear design
• 1895 Burberry develops a coat for British officers during the Boer War: early trench
• 1914 Epaulettes and „D“ rings are added: Birth of the trench coat
• 1955 Burberry was awarded a Royal Warrant by Queen Elizabeth II
![Page 3: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/3.jpg)
Corporate Identity
• 1901 The Equestrian Knight trademark appeared for the first time
• Latin word `Prorsum`, meaning forwards
![Page 4: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/4.jpg)
Corporate Identity
• 1920 The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat
• It was later used for a broad variety of accessories and clothes and became more symbolic as the actual logo
![Page 5: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/5.jpg)
The 90s: First Repositioning
• 1997 To overcome retail problems, Burberry repositioned itself through new design, merchandising and marketing strategy
• Strong focus on the Burberry Check
• Broader product line, focus on younger target group
• Kate Moss as new testimonial: instant accessiblity
![Page 6: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/6.jpg)
![Page 7: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/7.jpg)
Image Problems
• Burberry became mainstream culture, threatened to lose its luxury image
• Check became ubiquitous
• Kate Moss: not upmarket
• Became popular with British football casual cult, associated with chavs and hooligans
• Pubs started to ban people dressed in Burberry
![Page 8: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/8.jpg)
![Page 9: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/9.jpg)
![Page 10: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/10.jpg)
Recapturing the luxury market
• Baseball Caps removed from sale
• Reduced visibility of the Burberry Check
2001: 20%
2004: <5%
• Kate Moss got replaced by Rachel Weisz: Upper Class, sophisticated, elegant
![Page 11: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/11.jpg)
A new era
• New Creative Director: Christopher Bailey
• Focus on sub brand/catwalk label Burberry Prorsum
• 2009 Return to LFW for the 25th anniversary of the British Fashion Council: celebration of Britishness, pushing London as fashion hotspot
• New testimonial: Emma Watson is appealing to young, but upscale target group
![Page 12: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/12.jpg)
![Page 13: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/13.jpg)
Embracing Social Media
• Burberry has a sophisticated digital strategy
– Youtube channel
– Facebook fanpage
– Twitter Account
• Engaging younger customers with the brand
• Giving them a unique insight/background information
• Using the opportunity of feedback
![Page 14: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/14.jpg)
![Page 15: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/15.jpg)
![Page 16: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/16.jpg)
![Page 17: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/17.jpg)
Art of the Trench
• Social media website focused on trench coats
• Scott Schuman (The Satorialist) takes pictures of street style trench coats
• Inspiration how to wear it
• Users can rate the pictures and even submit their own
![Page 18: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/18.jpg)
![Page 19: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/19.jpg)
![Page 20: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/20.jpg)
Front row seats for everyone
• Burberry was the first to live stream fashion shows online
• Autumn/Winter 2010 show the first ever to be live streamed in 3D: parties in 5 different locations
Democratization of luxury fashion, but for a more targeted audience
![Page 21: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/21.jpg)
![Page 22: Burberry`s PR strategy](https://reader035.fdocuments.in/reader035/viewer/2022062418/554cb9beb4c905aa608b5102/html5/thumbnails/22.jpg)
Questions?