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Burberry Makes Luxury Marketing Work
By: Kaitlin T. Gallucci
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Burberry’s innovative and effective use of cross-channel media has helped the retailer surpass both Ralph Lauren and BMW to be named the luxury marketer of the year by Luxury Daily (Ralph Lauren received the honor last year).
Like many luxury retailers this year, Burberry streamed live broadcasts of its runway shows, “providing consumers a first-row look into a world that used to be available just to magazine editors and elite celebrities.” Unlike other retailers, the brand ultimately provided viewers the opportunity to pre-order items at the end of the show. In addition, the brand optimized its ecommerce, mobile commerce, and Facebook commerce platforms.
Perhaps most notably, Burberry unveiled a new ecommerce feature that allowed shoppers to order custom-made trench coats, something that had never been available previously.
The brand has been able to transform into a successful cross-channel player, without compromising its brand image.

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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