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Burberry`s PR strategy

This presentation for my Fashion PR module shows how Burberry managed to reposition itself as a luxury brand with the use of PR, in particular a sophisticated social media strategy.

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Burberry`s PR strategy

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  2. 2. History<br />Founded in 1856 by Thomas Burberry in Basingstoke, England<br />Innovative in fabric and outwear design<br />1895 Burberry develops a coat for British officers during the Boer War: early trench<br />1914 Epaulettes and „D“ rings are added: Birth of the trench coat<br />1955 Burberry was awarded a Royal Warrant by Queen Elizabeth II<br />
  3. 3. Corporate Identity<br />1901 The Equestrian Knight trademarkappeared for the first time<br />Latin word `Prorsum`, meaningforwards<br />
  4. 4. Corporate Identity<br />1920 The Burberry Check, registered as a trademark, was introduced as a lining to the trench coat<br />It was laterused for a broadvariety of accessories and clothes and becamemoresymbolic as the actual logo<br />
  5. 5. The 90s: First Repositioning<br />1997 To overcomeretailproblems, Burberry repositioneditselfthroughnew design, merchandisingand marketingstrategy<br />Strongfocus on the Burberry Check<br />Broaderproductline, focus on youngertargetgroup<br />Kate Moss as newtestimonial: instantaccessiblity<br />
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  7. 7. Image Problems<br />Burberry becamemainstreamculture, threatened to lose itsluxury image<br />Check becameubiquitous<br />Kate Moss: notupmarket<br />Becamepopularwith British footballcasualcult, associatedwithchavs and hooligans<br />Pubsstarted to banpeopledressed in Burberry<br />
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  10. 10. Recapturing the luxurymarket<br />Baseball Capsremovedfromsale<br />Reducedvisibility of the Burberry Check<br /> 2001: 20%<br /> 2004: <5%<br />Kate Moss gotreplaced by Rachel Weisz: Upper Class, sophisticated, elegant<br />
  11. 11. A newera<br />New CreativeDirector: Christopher Bailey<br />Focus on subbrand/catwalklabel Burberry Prorsum<br />2009 Return to LFW for the 25th anniversary of the British Fashion Council: celebration of Britishness, pushing London as fashionhotspot<br />New testimonial: Emma Watson isappealing to young, butupscaletargetgroup<br />
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  13. 13. EmbracingSocial Media<br />Burberry has a sophisticated digital strategy<br />Youtubechannel<br />Facebookfanpage<br />TwitterAccount<br />Engagingyoungercustomerswith the brand<br />Givingthem a uniqueinsight/backgroundinformation<br />Using the opportunity of feedback<br />
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  17. 17. Art of the Trench<br />Social media websitefocused on trench coats<br />Scott Schuman (The Satorialist) takespictures of street style trench coats<br />Inspiration how to wearit<br />Users can rate the pictures and evensubmittheirown<br />
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  20. 20. Front rowseats for everyone<br />Burberry was the first to live streamfashionshows online<br />Autumn/Winter 2010 show the firstever to be live streamed in 3D: parties in 5 different locations<br /> Democratization of luxuryfashion, but for a moretargetedaudience<br />
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  22. 22. Questions?<br />