Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Thomas Burberry founded the Burberry brand in 1856 in Britain. In 1900, Burberry launched its famous check pattern trademark. Burberry Brit, a fragrance line, features packaging in the trademark check and uses natural ingredients to create an elegant scent appealing to a youthful British lifestyle. Sales grew significantly from 1997 to 1999 as the brand expanded globally.
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Thomas Burberry opened a small shop in London in 1856 that would grow to become the global luxury brand Burberry. Key events in Burberry's history include the development of gabardine fabric in 1880 and introducing their iconic check print in 1924. In the late 20th century, overexposure of the check print led it to become associated with knockoffs. Under new leadership in the 2000s, Burberry refocused on quality and limited use of the print, while appealing to upper-class customers through ads featuring celebrities.
Projet fictif réalisé dans le cadre du cours "Stratégies de distribution" du MSc2 Fashion Marketing, Design & Brand Strategies à l'INSEEC.
Aucun plagiat ne sera toléré.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
Burberry went from failing in 1997 to a successful international luxury brand by reinventing its business model. It focused on brand image through marketing, product design, and controlled distribution. Celebrities helped improve its image after being associated with hooliganism. Its success is due to defined brand values, maximum market coverage through retail and wholesale, product extensions, flexible foreign market management, and exceptional media relations.
Thomas Burberry founded the Burberry brand in 1856 in Britain. In 1900, Burberry launched its famous check pattern trademark. Burberry Brit, a fragrance line, features packaging in the trademark check and uses natural ingredients to create an elegant scent appealing to a youthful British lifestyle. Sales grew significantly from 1997 to 1999 as the brand expanded globally.
Innovative Marketing & Communications at BurberryAlexandra Ashton
Burberry is a leading British luxury brand known for its iconic trench coats, trademark check pattern, and knight logo. The brand aims to appeal to a younger, fashion-forward audience while maintaining its heritage in luxury outerwear. Burberry uses innovative digital marketing strategies and celebrity endorsements to engage customers globally and reinforce its image of exclusive, prestigious British design. The company focuses on penetrating current luxury markets while also diversifying into new product categories and geographies.
Burberry - Brand identity and artification analysisAda Di Matteo
The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.
Thomas Burberry opened a small shop in London in 1856 that would grow to become the global luxury brand Burberry. Key events in Burberry's history include the development of gabardine fabric in 1880 and introducing their iconic check print in 1924. In the late 20th century, overexposure of the check print led it to become associated with knockoffs. Under new leadership in the 2000s, Burberry refocused on quality and limited use of the print, while appealing to upper-class customers through ads featuring celebrities.
Projet fictif réalisé dans le cadre du cours "Stratégies de distribution" du MSc2 Fashion Marketing, Design & Brand Strategies à l'INSEEC.
Aucun plagiat ne sera toléré.
Burberry is a global luxury brand known for its British heritage and iconic trench coats. The company designs and markets apparel and accessories through retail, digital commerce, wholesale, and licensing channels worldwide. While Burberry has faced challenges maintaining a consistent brand image and countering counterfeiting, under new leadership in the 1990s it repositioned itself and saw success. It continues working to manage popularity and growth in a sustainable way.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
Burberry is a British luxury brand founded in 1856 by Thomas Burberry. Its famous check pattern trademark was registered in 1920. Burberry Brit is one of its fragrance lines, featuring a glass bottle in the trademark check pattern. Sales and profits increased significantly from 1997 to 1999 as the brand expanded globally while emphasizing its British heritage. Rivals include other luxury brands like Gucci.
Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and B...Putri Arinda
Burberry, Anthropologie, and Beacon's Closet were evaluated on their digital strategies. Burberry was found to be the most aggressive on social media, while Beacon's Closet was the least. Anthropologie was seen to consider user experience the most through sensory marketing. Burberry's messages were seen to resonate best with customers. Recommendations included creating distinct voices for Burberry's brands, increasing YouTube content for Burberry, and promoting online events and apps for Anthropologie. Beacon's Closet was advised to create fictional stories and online auctions to engage customers.
Burberry was established in 1856 in Basingstoke, England by Thomas Burberry. By 1870, the brand had established itself through outdoor clothing. In 1891, Burberry opened a shop in London. In 1914, Burberry designed the trench coat for British officers in WWI, which later became popular with civilians. Today, Burberry represents luxurious style through pieces like the trench coat while evolving designs. Key audiences are wealthy adults aged 20-30, while maintaining reputation through high-end placements and avoiding "chav" stigma from the 1990s.
Lost Cachet of Burberry ----- the royal fashion house of trench coats Arittra Basu
This document provides a marketing project summary for Burberry, a British fashion brand. It discusses Burberry's history and challenges it faced in the late 1990s with declining profits. A new CEO was appointed in 1997 to reposition the brand. The project will analyze Burberry's repositioning strategy, including improvements to brand management, marketing communications, product design/sourcing, and distribution strategy. It will justify how Burberry reclaimed its status as a premier English fashion house through intelligently recycling its heritage while adapting to modern tastes. Secondary research from business analysts and Burberry's IPO prospectus will inform the analysis.
This document provides an overview and analysis of the luxury brand Burberry. It includes a brief history of the brand, an analysis of its mission and vision, competitors, strengths, weaknesses, opportunities, threats using SWOT and PEST analysis. Product segments such as accessories, womenswear and menswear are examined. Financial information including contribution margin is also presented. Sources used in the analysis are listed at the end.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Diesel cherche depuis toujours à s’éloigner des modèles identitaires traditionnels du jean’s, des réflexes classiques des communications de la mode (élégance et prestige, fausse provocation, culte du style, séduction…).
La marque n’en est pas à sa première campagne osée, passionnante pour ses clients et étrange pour les autres. Précédemment, le travail mené durant plusieurs années autour de «For a successful living », avec un remarquable succès, lui a permis de se distinguer, de prendre la place enviée de marque incarnant le monde d’aujourd’hui, son état d’esprit, son actualité.
Une capacité à être à l’unisson d’une génération, l’envie de sortir des contraintes, des stéréotypes, de l’obsession d’une image faite de culture, d’intelligence, d’élégance, donne à la marque cet impact et rend si remarquable sa stratégie créative
Ces slides ont été réalisés dans le cadre du projet IONIS Brand Culture.
Pour découvrir l'intégralité des cas étudiés, rendez-vous sur : www.ionisbrandculture.com.
Burberry was established in 1856 in Britain and is known for its trench coats and trademark check pattern. It targets young professionals interested in British fashion. Nordstrom was founded in 1901 and targets suburban mothers interested in luxury shopping. It sells a variety of women's, men's and children's clothing and accessories. The document outlines buying and merchandising plans for Burberry jackets and scarves for Nordstrom stores, including allocating more jackets in October and more scarves in December to match seasonal demand.
This report compares the British luxury fashion houses Burberry and Aquascutum. It provides background on both companies, which were founded in the 19th century and are known for their trench coats. In the 1990s, both brands struggled with a "chav" stigma but have since improved their brand images. The report examines the luxury market, consumer behavior, and each company's marketing strategies, products, and financial performance. It aims to analyze how effectively Burberry promotes its brand and identify recommendations to increase profitability.
This presentation provides an overview of the British luxury brand Burberry. It discusses Burberry's heritage dating back to 1856 when it was founded, its focus on outdoor wear and invention of gabardine. It outlines Burberry's product portfolio spanning womenswear, menswear, childrenswear, accessories, and home goods. The presentation also examines Burberry's market expansion, distribution channels, and recent marketing efforts such as its "Fresh Meat" campaign featuring new models.
Mémoire Master 2 Face à la démocratisation du luxe, comment conserver le pres...Marion Maistre
Mémoire de Master 2 portant sur l'impact de la stratégie d'extension de marque et de massmarket sur le prestige d'une marque de luxe. La première partie définit la notion de prestige et la question du luxe. La seconde partie fait un état des lieux du secteur du luxe aujourd'hui et permet de comprendre les stratégies adoptées. En dernière partie, la réflexion nous conduit à envisager des manières de reconstruire le prestige des marques et ainsi conserver leur statut de luxe.
This document provides an overview of Burberry's strategic development from the recent past to 2011. It discusses Burberry's introduction in the late 19th century as a trench coat manufacturer and its popularity during World War I. In the 1980s and 1990s, Burberry's brand popularity waned but it underwent a transformation starting in the mid-1990s under new leadership to focus on higher-margin accessories and position itself as a global luxury brand. The document also examines Burberry's business model, leadership culture, and the strategies it deployed including leveraging its brand, expanding into new product categories and markets, and pursuing operational excellence.
Project On Gucci_ Italy..by ADP's Variablezzzz!!!!!Aleena Mughal
- Gucci is an iconic Italian luxury fashion brand founded in Florence in 1921 that is known for its high-quality leather goods and accessories.
- Under the leadership of creative director Tom Ford in the 1990s, Gucci revitalized its brand and saw explosive growth, generating $4.2 billion in sales by 2008.
- Today, Gucci operates over 450 stores globally, targeting wealthy customers with designs that blend heritage craftsmanship with contemporary styles. Gucci continues to strengthen its brand through prestigious awards, celebrity partnerships, and global expansion.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
La com’ digitale dans le luxe : la stratégie gagnante de Burberry_modern_girl_
La stratégie gagnante de Burberry sur les réseaux pour devenir une marque de luxe dynamique, connectée et interactive en fidélisant les fans et en attirant de nouvelles cibles
Burberry Case Study examines Burberry's competitive position and strategies under CEO Angela Ahrendts. It analyzes changes Ahrendts made, including tightening control over licensing and distribution. The document defines Burberry's target customer as those seeking functional luxury who prefer classic styles. It explores how Burberry can respond to popularity among non-target customers without devaluing the brand. The case study also evaluates Burberry's 'Brit' perfume launch and what other product categories it should enter.
Burberry is a luxury British fashion house established in 1856 known for its trench coats and distinctive check pattern. While Burberry struggled with negative associations in the 1970s, recent leadership has helped reinvent the brand through selective distribution, celebrity partnerships, and viral marketing that emphasize the brand's luxury quality and exclusivity.
Burberry is a British luxury brand founded in 1856 by Thomas Burberry. Its famous check pattern trademark was registered in 1920. Burberry Brit is one of its fragrance lines, featuring a glass bottle in the trademark check pattern. Sales and profits increased significantly from 1997 to 1999 as the brand expanded globally while emphasizing its British heritage. Rivals include other luxury brands like Gucci.
Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and B...Putri Arinda
Burberry, Anthropologie, and Beacon's Closet were evaluated on their digital strategies. Burberry was found to be the most aggressive on social media, while Beacon's Closet was the least. Anthropologie was seen to consider user experience the most through sensory marketing. Burberry's messages were seen to resonate best with customers. Recommendations included creating distinct voices for Burberry's brands, increasing YouTube content for Burberry, and promoting online events and apps for Anthropologie. Beacon's Closet was advised to create fictional stories and online auctions to engage customers.
Burberry was established in 1856 in Basingstoke, England by Thomas Burberry. By 1870, the brand had established itself through outdoor clothing. In 1891, Burberry opened a shop in London. In 1914, Burberry designed the trench coat for British officers in WWI, which later became popular with civilians. Today, Burberry represents luxurious style through pieces like the trench coat while evolving designs. Key audiences are wealthy adults aged 20-30, while maintaining reputation through high-end placements and avoiding "chav" stigma from the 1990s.
Lost Cachet of Burberry ----- the royal fashion house of trench coats Arittra Basu
This document provides a marketing project summary for Burberry, a British fashion brand. It discusses Burberry's history and challenges it faced in the late 1990s with declining profits. A new CEO was appointed in 1997 to reposition the brand. The project will analyze Burberry's repositioning strategy, including improvements to brand management, marketing communications, product design/sourcing, and distribution strategy. It will justify how Burberry reclaimed its status as a premier English fashion house through intelligently recycling its heritage while adapting to modern tastes. Secondary research from business analysts and Burberry's IPO prospectus will inform the analysis.
This document provides an overview and analysis of the luxury brand Burberry. It includes a brief history of the brand, an analysis of its mission and vision, competitors, strengths, weaknesses, opportunities, threats using SWOT and PEST analysis. Product segments such as accessories, womenswear and menswear are examined. Financial information including contribution margin is also presented. Sources used in the analysis are listed at the end.
Luxury brands have always been a fascinating sector and luxury brand marketing one of the most complicated disciplines.
Packaged as the 8 P’s of luxury brand marketing, this article attempts to bring together the elements and interplay between the principles that are employed in the luxury brand marketing mix.
Diesel cherche depuis toujours à s’éloigner des modèles identitaires traditionnels du jean’s, des réflexes classiques des communications de la mode (élégance et prestige, fausse provocation, culte du style, séduction…).
La marque n’en est pas à sa première campagne osée, passionnante pour ses clients et étrange pour les autres. Précédemment, le travail mené durant plusieurs années autour de «For a successful living », avec un remarquable succès, lui a permis de se distinguer, de prendre la place enviée de marque incarnant le monde d’aujourd’hui, son état d’esprit, son actualité.
Une capacité à être à l’unisson d’une génération, l’envie de sortir des contraintes, des stéréotypes, de l’obsession d’une image faite de culture, d’intelligence, d’élégance, donne à la marque cet impact et rend si remarquable sa stratégie créative
Ces slides ont été réalisés dans le cadre du projet IONIS Brand Culture.
Pour découvrir l'intégralité des cas étudiés, rendez-vous sur : www.ionisbrandculture.com.
Burberry was established in 1856 in Britain and is known for its trench coats and trademark check pattern. It targets young professionals interested in British fashion. Nordstrom was founded in 1901 and targets suburban mothers interested in luxury shopping. It sells a variety of women's, men's and children's clothing and accessories. The document outlines buying and merchandising plans for Burberry jackets and scarves for Nordstrom stores, including allocating more jackets in October and more scarves in December to match seasonal demand.
This report compares the British luxury fashion houses Burberry and Aquascutum. It provides background on both companies, which were founded in the 19th century and are known for their trench coats. In the 1990s, both brands struggled with a "chav" stigma but have since improved their brand images. The report examines the luxury market, consumer behavior, and each company's marketing strategies, products, and financial performance. It aims to analyze how effectively Burberry promotes its brand and identify recommendations to increase profitability.
This presentation provides an overview of the British luxury brand Burberry. It discusses Burberry's heritage dating back to 1856 when it was founded, its focus on outdoor wear and invention of gabardine. It outlines Burberry's product portfolio spanning womenswear, menswear, childrenswear, accessories, and home goods. The presentation also examines Burberry's market expansion, distribution channels, and recent marketing efforts such as its "Fresh Meat" campaign featuring new models.
Mémoire Master 2 Face à la démocratisation du luxe, comment conserver le pres...Marion Maistre
Mémoire de Master 2 portant sur l'impact de la stratégie d'extension de marque et de massmarket sur le prestige d'une marque de luxe. La première partie définit la notion de prestige et la question du luxe. La seconde partie fait un état des lieux du secteur du luxe aujourd'hui et permet de comprendre les stratégies adoptées. En dernière partie, la réflexion nous conduit à envisager des manières de reconstruire le prestige des marques et ainsi conserver leur statut de luxe.
This document provides an overview of Burberry's strategic development from the recent past to 2011. It discusses Burberry's introduction in the late 19th century as a trench coat manufacturer and its popularity during World War I. In the 1980s and 1990s, Burberry's brand popularity waned but it underwent a transformation starting in the mid-1990s under new leadership to focus on higher-margin accessories and position itself as a global luxury brand. The document also examines Burberry's business model, leadership culture, and the strategies it deployed including leveraging its brand, expanding into new product categories and markets, and pursuing operational excellence.
Project On Gucci_ Italy..by ADP's Variablezzzz!!!!!Aleena Mughal
- Gucci is an iconic Italian luxury fashion brand founded in Florence in 1921 that is known for its high-quality leather goods and accessories.
- Under the leadership of creative director Tom Ford in the 1990s, Gucci revitalized its brand and saw explosive growth, generating $4.2 billion in sales by 2008.
- Today, Gucci operates over 450 stores globally, targeting wealthy customers with designs that blend heritage craftsmanship with contemporary styles. Gucci continues to strengthen its brand through prestigious awards, celebrity partnerships, and global expansion.
Christian Dior is a French luxury fashion house founded in 1946 by Christian Dior. Dior launched his first collection, known as the "New Look", in 1947 which emphasized feminine silhouettes like cinched waists and full skirts. Dior targets an elite luxury customer with high income and social status through its boutiques worldwide and communication strategies including advertising, events, and digital channels. The brand emphasizes elegance, femininity, and luxury through its classic designs and high quality fabrics.
La com’ digitale dans le luxe : la stratégie gagnante de Burberry_modern_girl_
La stratégie gagnante de Burberry sur les réseaux pour devenir une marque de luxe dynamique, connectée et interactive en fidélisant les fans et en attirant de nouvelles cibles
Burberry Case Study examines Burberry's competitive position and strategies under CEO Angela Ahrendts. It analyzes changes Ahrendts made, including tightening control over licensing and distribution. The document defines Burberry's target customer as those seeking functional luxury who prefer classic styles. It explores how Burberry can respond to popularity among non-target customers without devaluing the brand. The case study also evaluates Burberry's 'Brit' perfume launch and what other product categories it should enter.
Burberry struggled with brand identity issues in the 1990s after expanding into mass markets. This led to failures like being associated with hooliganism. In the late 1990s, a new CEO helped revitalize the brand by returning to traditional luxury positioning. Strategies included limiting distribution, celebrity endorsements, and reducing advertising exposure. Internationally, Burberry was less affected and saw strong sales growth in key markets like Japan and Spain. The document discusses analyzing Burberry's mistakes and successes to maintain brand prestige.
This case entitled “Burberry” by Youngme Moon presents the scenario a British luxury goods company “Burberry” under the leadership of Rose Marie Bravo, the new CEO of the company, who completely transformed the company with a battered, rustic brand into a classic yet contemporary brand. Burberry is one of the oldest fashion businesses of the world, founded in 1856 by Thomas Burberry. During this period of almost 150 years, Burberry provided many remarkable products, the most notable being the gabardine-made trench coats, that it invented and the classic iconic “Burberry Check”, the camel, black, red and white plaid design that became its identity. In this period, the company saw many highs (extreme popularity) serving the Royal customers, celebrities, politicians as its clientele but as it approached the late 1990s, it started getting tapped in its own old-fashioned products and thus, its brand value greatly diluted due to parallel trading, counterfeits and lose control over its distribution channel. But as Rose Marie Bravo joined the team, she completely revamped the company’s brand equity, product line, and distribution system and gave a new life to the company. The result was the company sales rose from £225 million in FY 2000 to £594 million in FY 2003.
PLEASE HIT LIKE IF THE ABOVE PRESENTATION IS HELPFUL ! :)
Luxury goods represent a large global market that is still growing, expected to reach $1.8 trillion. The market is driven by developed countries but emerging markets like China, India and Brazil will be key future markets. There are many sectors and types of luxury goods, with experiential luxury like travel and hospitality making up over half the market. The typical luxury shopper is well-educated and wealthy, but luxury customers are diverse and always changing, including new types like "fashionistas" and "little princes" from emerging markets. Luxury brands will need to innovate, engage customers, and adapt to local markets to stay competitive in the future.
Group 4, Section A consists of 6 students studying the history and transformation of the Burberry brand. Burberry started in 1856 as a manufacturer of durable, waterproof coats and uniforms. It gained popularity through the 1920s but then lost exclusivity through overlicensing. In the 1990s, Burberry brought in new leadership and transformed the brand through tighter design control, reduced product lines, and opening flagship stores to showcase its luxury lifestyle vision. The brand was successfully revitalized and expanded into new categories while balancing its heritage with trendiness. Ongoing challenges include managing overexposure of the signature check pattern and sustaining brand positioning as it continues growing.
Burberry Social media analysis university of strathclydedanchaoxiang
This document analyzes Burberry's use of social media. It finds that Burberry has effectively used platforms like Facebook, Twitter, YouTube, and its own website to increase brand awareness and customer engagement. However, it recommends that Burberry target developing markets more, engage younger customers through gaming, increase participation on professional sites, and develop a mobile app to improve its competitive position in social media.
Burberry is a British luxury fashion house known for its trench coats and distinctive tartan pattern. Founded in 1856, Burberry has branded stores around the world and supplies clothing and accessories to department stores and other retailers. Burberry remains a quintessentially British brand focused on outerwear and uses digital marketing and innovative retail strategies to drive global sales.
Burberry is a British luxury brand known for its quality clothing and accessories. It aims to capitalize on its brand momentum by launching a new beauty line that captures the effortless elegance and natural style associated with Burberry. The beauty line will feature cosmetics designed to look light, natural, and breathable. It will target urban, educated women ages 25-40 and be sold at retailers exclusively carrying the Burberry beauty brand.
This document provides a fashion forecast for Burberry for Fall 2009/Spring 2010. It outlines the brand values, target demographics, lifestyle, media used, and 4 seasonal trends - Burberry Executive focusing on tailored suits; Burberry Simplicity inspired by 1940s/50s simplicity; Burberry Artisan featuring cozy knits and layers; and Burberry Antiquity with bohemian chiffon dresses. Each trend defines the colors, embellishments, silhouettes and fabrics used. The document concludes with a works cited.
Burberry aims to build on the success of its prior "Art of the Trench" social media campaign with a new "More than the Trench" campaign utilizing multiple social media platforms. The campaign seeks to increase awareness, preference, and sales by promoting Burberry's full product range beyond just trenches. It will feature product photos and videos on Facebook, Twitter, YouTube and a dedicated blog, and encourage sharing through contests and interactions. Success will be monitored through social media engagement and web analytics over the campaign timeline from fashion shows through the holiday season.
Ricerca riguardante la presenza di Burberry nei diversi Social Network e Social Media, le strategie utilizzate e le numerose iniziative on-line del brand.
Burberry is a 157-year-old British luxury brand known for its trench coats. It has a target market of men and women ages 25-65 from upper middle to upper class. Burberry's social media strategy aims to increase followers on Instagram and Pinterest by varying visual content such as photos from designers and runway shows. The strategy's success will be measured using analytics from Google AdWords and social media follower counts. The annual budget for Burberry's social media is $576,000.
Pop-up Store by Effinity-presentation petit-dejeunerEffinity
Le Pop-up Store by Effinity ou l'éphémère connecté.
Le Pop-up Store est une approche marketing qui repose sur l’ouverture de points de vente ou de démonstrations pour des durées plus ou moins courtes, dans des lieux spécifiques, originaux ou saisonniers.
Au fil des ces 15 années d’expériences, les équipes d’Effinity sont devenus des experts dans les domaines de l’affiliation, du tracking de leads et de la génération de trafic on line.
Forts de l’analyse du canal de conversion des actes d’achats des consommateurs, de notre écoute des besoins et des attentes de nos 550 clients, nous déployons une nouvelle offre complémentaire à nos différents outils : le Pop-up Store Connecté
Il s’agit pour nous d’offrir une solution globale pour la mise en œuvre de projets transversaux où les techniques web & mobiles seront au service d’un point de rencontres, de découvertes et génération de C.A !
Plan de la présentation:
1/Le Pop-up Store: Pour qui Pour quoi?
2/ Notre vision: le Pop-up Store Connecté
3/ Ou? Quand ? Comment ?
4/ Des bénéfices indéniables
5/ Exemples de Pop-up Store
[HUBDAY] QualiQuanti, Hub safari retailHUB INSTITUTE
Comment passer du marketing de l’interruption à celui de l’engagement.
Les parcours clients se suivent et se ressemblent. Pour contrer se phénomène, de plus en plus de marques innovent et font avancer leurs points de vente, pour apporter quelque chose de nouveau en terme d'experience client. Daniel Bô, PDG De Quali Quanti nous a présenté son "Safari Retail". Une manière originale d'illustrer les innovations du point de vente à l'international. Aménagés pour pousser les clients à « performer » la marque, les point de vente se doivent de tendre vers un univers atypique, source de contenu pour la marque. Parmi ses exemples, Daniel Bô a insisté sur l’importance de l’esthétique d’une boutique, il s’explique dans la vidéo replay :
Le département marketing et communication des marques de la ville de ParisCap'Com
La ville de Paris possède 300 marques, un potentiel considérable pour porter l'image de la ville à l'international, qu'elle a valorisé en développant ses propres circuits de production et de distribution. En 2014, une boutique physique gérée par les agents municipaux ouvre ses portes et commercialise les produits de la ville. Quelle a été la stratégie de communication interne pour faire adhérer les agents des directions de la ville au projet de la collectivité qui, pour la première fois, créée un système de "vente" ? Comment construire des marques portant les valeurs des services municipaux et des produits qui contribuent à amplifier leur notoriété ?
• Gildas Robert, responsable du département marketing et communication des marques de la ville de Paris
# Break the Rules : Et si on profitait de cette rentrée des classes pour tout oublier, faire preuve de désobéissance pour laisser place à la créativité, celle qui permet aux marques et aux enseignes d’être au plus prêt du consommateur et de ses attentes …
HUB REPORT Future of Retail : L'innovation au coeur des points de venteHUB INSTITUTE
Rendez-vous sur: http://hubinstitute.com/hubreports/
> télécharger la version sommaire (light) gratuitement
> acheter la version complète (full)
> découvrir nos autres HUB Reports
Ce HUB Report a vocation à théoriser et décrypter 10 tendances liées au Retail, à suivre en 2015. 10 experts à la fois retailers, consultants, startupers et agences viendront enrichir notre analyse au fil des slides.
Voici donc une version sommaire. Bonne lecture !
www.hubinstitute.com
Le nombre sans précédent de fermetures de magasins dans le monde a eu un impact particulier sur l'industrie du luxe, où l'expérience émotionnelle et physique du produit reste un facteur clé. Les acteurs du luxe cherchent donc à remodeler l'expérience de vente en cherchant à combiner le meilleur des deux mondes, boutique physique et vente en ligne.
La boutique est de plus en plus digitale, elle s'adapte aux usages de clients, connectés, informés et mobiles. Elle délivre une expérience complète, émotionnelle et sensorielle dans laquelle le digital jour un rôle déterminant. Découvrez les règles d'or de la boutique connectée dans le Manifeste de Soixante circuits.
Le Luxe connait une e-transformation comme tous les secteurs. Focus sur la distribution avec le développement du cross-canal et le développement services web qui ajoutent à l'expérience client luxe.
En tant que consomma-on ostentatoire, le luxe s’apparente, nous dit Veblen dès la fin du XIXème siècle,
à l’achat de produits-symboles et projec-fs par des classes sociales qui travaillent, ce qui leur permet de mimer plus ou moins consciemment les pra-ques de la classe qui ne travaille pas, celle des aristocrates anglais ren-ers si bien portrai-sés par P.G. Wodehouse. Si le concept existe depuis de nombreuses
années, il est légi-me aujourd’hui, à l’ère du digital, de s’interroger sur la façon dont les mythologies tradi-onnelles du luxe, et donc, de la consomma-on ostentatoire, s’ar-culent avec celles d’Internet.
Sur ce thème, de riches débats ont été menés entre la Docteure Wided Batat, enseignante-chercheuse en marke-ng expérien-el et digital, auteure de « Luxe et Expérience Client » (Dunod), la Professeure Isabelle Chaboud, Professeure Associée et Directrice du MSc Fashion Design & Luxury Management à Grenoble Ecole de Management, Monsieur Henri Foucaud, fondateur de Hap-cmedia, Quen-n Meurisse, Vice-Président Marke-ng de la branche « Champagne » chez Pernod Ricard, et Aurélie Bie, Customer Interac8ons IT domain lead chez Kering. Les débats étaient animés par le Professeur Olivier Badot, directeur scien-fique de la Chaire, et Elisabeth Denner, associée chez BearingPoint, Présidente de la Chaire.
L'agence Flower créée le retail content ou le brand content appliqué aux enjeux du point de vente pour :
- une expérience augmentée sur le point de vente
- une expérience connectée hors du point de vente
contact : olivier - od@ledesignbyflower.com 0680120434
Vitrines, les nouvelles interfaces multi-canalAltavia
Le magasin est au cœur des stratégies multi-canal des enseignes. La vitrine, d’interface homme-magasin, devient interface homme-commerce au sens large. Son périmètre d’utilisation s’élargit grâce aux innovations digitales notamment, la mettant plus que jamais au service du business.
Découvrez la 3ème édition du TrendReport proposé par #LeLuxeEstVivant. Découvrez un florilège des meilleures campagnes de communication luxe de la rentrée, les études à ne pas manquer et les grandes tendances luxe & digital.
Découvrez la 3ème édition du TrendReport proposé par #LeLuxeEstVivant. Découvrez un florilège des meilleures campagnes de communication luxe de la rentrée, les études à ne pas manquer et les grandes tendances luxe & digital.
Un résumé en 5 points des tendances retail qui s'amorcent pour 2018, chiffres et études de cas à l'appui :
1. Réinventer l'expérience (oui, encore !)
2. Le magasin-école
3. Le magasin-communauté
4. On location
5. Comfort zone
2. ADN DE LA MARQUE
LUXE – MADE IN LONDON
Personnalisation
Pièces phares : Trench Coat ;
Echarpe Heritage
Marque iconique
Fondation Burberry
Quatre collections :
Burberry Prorsum
Burberry Brit
Burberry London
Burberry Sport
3. ADN DE LA MARQUE
Made in London
Britannique
Classique
Très Haut de
gamme
Urbain
VALEURS RECONNAISSANC
Cheval
Beige, Rouge,
Noir, Blanc
Trench Coat
Tartan
Carreaux
Sur mesure
Qualité
Chic
Raffinement
Héritage
Reconnaissance
Royale par
Elisabeth II et le
prince Charles
E VISUELLE
DISCOURS
PUBLICITAIR
E
4. Quelle stratégie de fidélisation ?
EXPERIENCE EN MAGASIN
Points Forts
Accueil chaleureux
Explication fonctionnement boutique
Utilisation Ipad
gestion stock, collections, fichier
client, historique achat, cross selling, …
Retouches offertes
Attente: découverte autre produit
parfum
Carte de visite
Points faibles
Pas d’explication produit (fabrication ou
matières)
Pas de vendeur parlant Chinois
Pas de lookbook tout sur internet
Pas de proposition inscription fichier
client
5. Expérience Internet
Points Forts
Service personnalisé :
BESPOKE
Une opportunité unique de
créer un trench-coat
Burberry selon vos
préférences personnelles.
Service supplémentaire
Lien – RDV à la boutique
Ventes privées
Contacter en multicanaux
Image emblématique
intemporelle
6. Expérience Internet
Points Faibles
Ecriture mal organisée
Il faut s’inscrire pour recevoir
la Newsletter
Pas d’actualités de la marque
Soldes : mal indiquées
7. Quelle est leur stratégie ?
DIGITAL
BURBERRY Pionner de l’implémentation du
digital dans le Luxe
Premier défilé en live sur Twitter (plus de 1,5
million de followers),
Défilés en streaming HD sur Facebook (15
millions de fans sur la page de marque)
Lancement d'une plateforme numérique,
www.artofthetrench.com
La digitalisation spectaculaire des points de
vente de la marque.
Partenariat avec Apple
8. Quelle est leur stratégie ?
DIGITAL
La fidélisation par la technologie et les réseaux sociaux
- Traitement data client ( analyse des achats précédents, analyse de tweets, likes
facebook pour proposer des produits adaptés au client)
La fidélisation en prolongeant l’expérience shopping
-Retail Theater Burberry a fait preuve d’innovation lors du lancement de sa
nouvelle boutique, en la transformant en un véritable showroom digital dans
lequel déambuler : écran géant numérique, 500 hauts parleurs, vêtements dotés
d’une puce RFID grâce à laquelle le client qui essaie une tenue se voit projeté
dans un défilé virtuel.
Fidélisation plaçant le client au centre de l’expérience
- Ex : Ouverture Flagship Burberry à Chicago en 2012
Des images des habitants de la ville portant le trench iconic ont été diffusées lors
de l’ouverture du magasin, mises en ligne sur la plateforme the Art of Trench et
diffusées sur les panneaux publicitaires au sein de la ville.
9. Boutique digitale
Londres
Boutique interactive
Utilisation Ipad par les vendeurs
Règlement par l’intermédiaire du
téléphone du client
Ecran géant qui diffuse les défilés
ou concerts partenaires
Miroirs interactifs muni de puces
RFID
Propositions produits
complémentaires
Présence de 500 hauts parleurs et
100 écrans
Convergence entre monde digital
et monde physique
10. CONCLUSION
Cohérence avec la Brand DNA ?
La combinaison Fashion/Technologies rend hommage à l’héritage et au succès de la
compagnie
Trop de technologie tue la technologie : les clients senior ou non familiers avec les
innovations risquent de se perdre.
Rôle des conseillers en vente : ils sont souvent peu informés.
SOLUTIONS
Equilibrer la fidélisation émotionnelle
LOOKBOOK
“Burberry has merged technology and fashion to pay tribute to its heritage and success of the
company,” said Dalia Strum, president of Dalia Inc., New York.
“The digital component is a creative strategy to connect with its target market through an immersive
experience