• Burberry Group plc (LSE: BRBY) is a British luxury fashion
house, manufacturing clothing, fragrance, and fashion accessories
which was invented by founder Thomas Burberry in
• The mission of Burberry is to meet customers ‘needs and tastes by
continuously providing high quality and fashionable products
• The business strategy of Burberry is to manage and maintain its
integrity and vitality of this extraordinary brand, and at the same
time they will continuously develop businesses which are relevant
to ever-evolving markets and consumer tastes
3. EVALUATION OF BURBERRY's
CURRENT USE OF SOCIAL MEDIA
BURBERRY: A SOCIAL MEDIA SUCCESS STORY
• There is a new factor to Burberry’s success. It is its creation and
distribution of branded digital and social media experiences.
5. INTERNAL ANALYSIS
CRITICAL ANALYSIS OF BURBERRY.COM
To become a Social Enterprise, linking social media into everything which
creates social value.
WHAT THEY DO AND IMPACT:
All pictures of all categories of Burberry products on homepage
To allows users to register their own accounts to shop online Flexible and
practical for customers’ online shopping.
Video streaming facility, videos give a good experience of Burberry products,
fashion show collections of different years and different seasons, significantly
increasing customers’ motivation and engagement to buy the product
6. “The art of the Trench”, a exclusive site for customer communications and
Burberry Acoustic, collaborating with musicians and artists to put together an
incredible group of ongoing acoustic sessions
What's more: overviews of Burberry Company, heritage, customer
service, sitemap of Burberry shops, language selsction
LIMITATIONS: No customized product channel
PROBLEMS: Sometimes customers cannot log in
EFFECTIVENESS: Burberry has made a success story in its social media
application. It has effectively and successfully used social media to support
their business, brand, culture and everything which creates value
7. EXTERNAL ANALYSIS
There are more than hundred kinds of external social media links which support
BURBERRY and increase it awareness. Some external social media icons with hyperlink
is shown below:
9. WHAT THEY DO AND IMPACT:
FACEBOOK: Over 3 million fans, to let its users to subscribe to the website via SMS, to let users
track trends and to provides the brand with immense feedback, to enables a back and forth
communication between users, to provide videos on the website which let users to track
Burberry events and updates in real time
TWITTER: 82,978 followers now, to include, celebrities such as Victoria Beckham, fashion ad
news and opinion leaders, to link to almost immediately update on Burberry's activities, to links
directly back to Facebook and the two sites work in tandem to create immense traction, to
allows followers to receive updates through text messaging
YOUTUBE: to constantly updates videos related to the brand, not only a tool that functions in
and of it but also provides a support system for Facebook, Twitter and the homepage
A SUCCESSFULLY INTEGATED USING SOCIAL MEDIA CHANNELS OF BURBERRY: A succsfful story
of integration of its "The art of the trench" and Facebook
LIMITATIONS & PROBLEMS AND EFFECTIVENESS: For example, nearly no videos in other
language, but still very effectively use external social media
HOW OTHER SAY ABOUT BURBERRY’S SOCIAL MEDIA
10. COMPETITIVE ANALYSIS
Burberry wears Social Media trench coat
COMPARISON: For example, compared to a most competitive competitor, LOUIS VUITTON, for
Burberry in using social media
CORE COMPETENCE OF BURBERRY: First mover advantage, “experience effect” and less
cost, mature exclusive way of using social media tools, has already accumulated a large amount
of first mover advantage resource, such as the Burberry Face book fans, Burberry Twitter
followers, Burberry YouTube viewers, the stable and mature Burberry social network, popularity
and frequency of appearance
RECOMMENDATION TO FURTHER IMPROVE BURBERRY’S COMPETITIVE ADVANTAGE:
On one hand, it should maintain and develop this situation
On the other hand, Burberry has extra capability to expand and innovate its using social media
compared to other companies
11. SOME OTHER COMPETITIVE ADVANTAGE
• Luxury goods group Burberry has hooked up with social networking company
Facebook to launch a Web site celebrating its trench coat, becoming the latest
retailer to use social media in a bid to boost its brand.
• The Web site, artofthetrench.com, will allow members connected via Facebook
to submit images and stories about Burberry trench coats and share them with
• The move puts Burberry among a procession of retailers using social media like
Facebook, Twitter and YouTube to get their brands in front of consumers and
interact with them.
• It gets the support from social media of British royal family.
• It appears in the MILAN fashion weeks, which means it gets support from almost
all the major mainstream medias.
13. • INSIGHT & IMPACT
– Building a luxury, valuable, good quality, worthy
and reliable brand
– Increasing brand awareness, Increasing
sales, Increasing interaction with
customers, reducing costs, building a quality
customer base, building high growth potential
– Increasing almost several billion customers on
social medias, increasing the quality and loyalty of
– Listening, exchanging value with
customers, customization of design and so
14. • Intimacy
– For its luxury, noble and valuable, its
customers really like this brand and hold a
positive sentiments to BURBERRY
– There are so many effectively internal and
external social medias which support
BURBERRY. Such as
Facebook, Google, Twitter, YouTube, MILA
N week fashion shows and so on.
15. BENEFITS FROM SOCIAL MEDIA:
It largely increases the awareness of BURBERRY in the world.
It forms a wide information network for BURBERRY.
It increases the reputation and reliability of BURBERRY brand.
It increases the confidence and loyalty of BURBERRY customers.
OPPORTUNITIES FOR BURBERRY:
Opportunity in developing countries, such as India and China
There are still many developing social media tools in other countries, and they also have large
amount of users.
With the increase of Globalization, the users of these social media will continuously increase
With the increase of using internet, the number of potential social media users is significant
The revolution and innovation of new social media tools will bring large amount of users,such as
two-way interaction social media tools
In order to increasing global awareness, Burberry should target the top
developing countries in the world. Such as China, India and Brazil. For
example, to present on QQ, RenRen and 51.com
In order to engage younger customers and to form Burberry patterns into their
consciousness, Burberry should formulate processes which represent the
Burberry patters. For example, a gaming segment into their social media
In order to engage the professional community, Burberry should increase the
brand’s participation on professional networking websites.
In order to increase conversations related to the brand on blogs, Burberry
should create a website which is for users to blog about their brand, their
products, their fashion trends and so on.
17. In order to increase its competitive advantage, it should continuously update
the contents on all their social media channels.
In order to provide a further push, Burberry can develop an app for smart
phones, which will enable customers to access the Burberry site directly and to
buy some products. IPhone/IPad, BlackBerry, Samsung, Android and all other
In order to increase the user friendly, it should build a direct feedback channel