Last fall, I worked on a marketing project that covered a case study on Burberry. As my group conducted research, we were impressed at how the company had reinvented itself through the years from a stodgy, aloof English brand to one whose signature check pattern became the hit of counter-theft agents worldwide.
After that period, however, a new marketing executive took over and reenergized the brand with an interactive Web site that streamed runway shows from London, an e-commerce site tailored for every region, and lush photography to highlight their collection pieces. The Burberry Prorsum, a collection targeted for the millennial fashion crowd, has done extremely well with campaigns centered around young English celebrities.
The 2010 spring/summer campaign allows users to interact with the clothing and accessories selection by zooming, dragging, and rotating the images to create their own personal collection. They can also control the movements of cast members to see how certain pieces look in action. The label has been streaming shows online since 2009 and in 3-D.
Items in the show are available online during and after the show. The innovative process brings the runway to your home much faster than other brands. They also have used the men’s show to launch a musical initiative to showcase British bands with “Alleyway" by Life in Film.
For those interested in experiencing Burberry’s digital campaign, click here.