This presentation for my Fashion PR module shows how Burberry managed to reposition itself as a luxury brand with the use of PR, in particular a sophisticated social media strategy.
2. 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
3. Corporate Identity 1901 The Equestrian Knight trademarkappeared for the first time Latin word `Prorsum`, meaningforwards
4. Corporate Identity 1920 The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat It was laterused for a broadvariety of accessories and clothes and becamemoresymbolic as the actual logo
5. The 90s: First Repositioning 1997 To overcomeretailproblems, Burberry repositioneditselfthroughnew design, merchandisingand marketingstrategy Strongfocus on the Burberry Check Broaderproductline, focus on youngertargetgroup Kate Moss as newtestimonial: instantaccessiblity
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7. Image Problems Burberry becamemainstreamculture, threatened to lose itsluxury image Check becameubiquitous Kate Moss: notupmarket Becamepopularwith British footballcasualcult, associatedwithchavs and hooligans Pubsstarted to banpeopledressed in Burberry
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10. Recapturing the luxurymarket Baseball Capsremovedfromsale Reducedvisibility of the Burberry Check 2001: 20% 2004: <5% Kate Moss gotreplaced by Rachel Weisz: Upper Class, sophisticated, elegant
11. A newera New CreativeDirector: Christopher Bailey Focus on subbrand/catwalklabel Burberry Prorsum 2009 Return to LFW for the 25th anniversary of the British Fashion Council: celebration of Britishness, pushing London as fashionhotspot New testimonial: Emma Watson isappealing to young, butupscaletargetgroup
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13. EmbracingSocial Media Burberry has a sophisticated digital strategy Youtubechannel Facebookfanpage TwitterAccount Engagingyoungercustomerswith the brand Givingthem a uniqueinsight/backgroundinformation Using the opportunity of feedback
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17. Art of the Trench Social media websitefocused on trench coats Scott Schuman (The Satorialist) takespictures of street style trench coats Inspiration how to wearit Users can rate the pictures and evensubmittheirown
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20. Front rowseats for everyone Burberry was the first to live streamfashionshows online Autumn/Winter 2010 show the firstever to be live streamed in 3D: parties in 5 different locations Democratization of luxuryfashion, but for a moretargetedaudience
