How to transform a “dusty” old-fashioned luxury brand into a pioneer of the digital world?
There are not many things that could be considered more cult than the trench; the British fashion house’s trademark coat with the characteristic tartan pattern. For most people, Burberry is the ultimate synonym to tradition and heritage. However, since 2009, with the guidance of its former CEO Angela Ahrendts who has now –not surprisingly- moved to Apple as retail chief, the luxury brand has managed to walk and not fall from the runway towards the digital kingdom. Burberry, through its innovative, as far as luxury brands is concerned, approach has managed to relate to the younger generation.
The first step was the realization that brand owners apart from just offering value, they co-create value with inputs and influence from customers and other parties to achieve value sought in terms of exclusivity, recognition, access to privileged information and prestige (Tynan, McKechnie and Chhuon, 2010). But how did Burberry manage to do it a reality? Mainly, by taking advantage of the opportunities that the online marketing offers. With their most popular item, the now iconic, trench coat as the central point and the brand’s website as the vehicle, Burberry applied two well-known techniques; mass-customization and crowdsourcing.
Art of The Trench