Fashion "Net": Burberry Brand Story Promotes Marketing

Angela Erez still remembers when he bought the first Burberry trench coat, when she was 21 that year and just graduated from Indiana and got a job at a men's clothing store in New York. Burberry then became attached to her. The Burberry trench coat was designed for the British Army in 1914. It was later associated with Audrey Hepburn and Humphrey Bogut. Since then, it has undergone a long period of development until today.

On the Thames Riverside Burberry's new headquarters, Mrs. Erez restored the 108-year-old company logo. A middle-of-the-century samurai shouldered the banner and wrote the words "Poson" (a sub-brand of Burberry's start-up). Inside the lobby there is a photo of Harry Potter starring Emma Watson wearing a trench coat valued at $1,300. Next to it is a glass cabinet that is the best selling windbreaker design in years. Burberry's classic style has long been firmly rooted in the hearts of people, its colorful lattice has become a representative of London's fashion industry, even in the depressed period of the luxury market, Mrs. Erez is not satisfied with sales that have outperformed competitors, for which She aimed at the charm of "communication" brought about by the Internet.

Luxury brands catch the internet

Humphrey Bogott made windbreakers famous in films such as The Eagle of Malta and Casablanca, and these 95-year-old fashion-inspired trench coats are still Burberry's best-selling products. Now, Mrs. Erez is the operator of this century-old British brand. She hopes to promote the brand on the Internet to attract new-age shoppers.

Burberry launched a social site called "artofthetrench.com" to encourage people to share their own stories about windbreakers on the site. This is the latest move of Mrs. Erez and her creative director, Christopher Bailey, to make the brand's British tradition and placard more modern. According to Mrs. Iris, “There are no major differences compared to competitors, but this is what makes us different. Our competitors were born in footwear, and some started as bags, while Burberry did. It is windbreaker. What we need to do is to maintain the popularity of this brand and the popularity of young and old."

Luxury brands are usually unable to solve the problem of how to sell goods on the Internet, and Burberry's move is a sign that the promotion of luxury goods has a clearer direction of action. In fact, because many luxury companies regard the website as a place for bargaining, bargaining or counterfeiting, they do not want to get involved in this area. However, as the wealthy individuals in developing countries begin to cut their spending on luxury goods as they grow older, luxury goods websites instead represent growth prospects.

El Salvador Ferragamo announced plans to open an online shop in October this year, after rivals Italian luxury brands Prada and Bvlgari also marched to online stores. Four-leaf clover is also famous for its tsarist Easter eggs. In September, the company started selling almost all of its new jewelry collections online.

Burberry came to the fore

Mrs. Erez has extraordinary charisma. In the past she devoted herself to the brand management of Donna Karen. Now she often wears Burberry from head to toe and is in touch with the United States, hoping to open the American market. Over the past few decades, Burberry has been on the rise, but since Mrs. Iriez took over the company three years ago, she cut her spending by $82 million and moved to develop markets in the United States and Asia, and also opened up different children. Fashion store. In addition, she has added a number of shoes and handbags (such as Bellow Victoria Beckham used the $ 6200 Beaton handbag), but also through the opening of more Burberry store to master greater pricing power.

It is precisely for this reason that Burberry only performed better than her rival during the Great Depression. According to analysts' conservative expectations, Burberry's sales have increased by 4.6% over the past three months to the end of September this year, which is as high as 343 million to 568 million US dollars. Its stock price has doubled over the past year. Over the years, Burberry has been regarded as a brand with limited space for development. Like top fashion brands such as Coach, Richemont, LVMH and Louis Vuitton, it may be the object of acquisition. The increase in market value of Burberry is a powerful counterattack to this view. Today, Burberry is also facing the challenge of sustaining the upward momentum in the difficult economic recovery environment and driving out the potential for brand weakening through expansionary power.

During the interview conducted at the company’s headquarters last month, Mrs. Erez said, “The biggest problem that kept me up at night is how we can continue to advance the organizational system to ensure that the industry is leading. My job is total Look forward to two or three years to see what will happen in the future.”

Why Burberry succeeded

The economic downturn has split luxury manufacturers into several different camps. Brands that are more dependent on sales, such as Bulgari, in the jewellery and watch industry are hit harder than those who sell clothes, are cheaper or not very luxurious. The brand is much bigger. At the same time, companies that are more dependent on retail are most at a loss, mainly because these companies have less control over prices and inventory.

Consultancy consulting firm Bain & Company believes that the global $226 million luxury market this year has experienced a decline of about 8%, with younger consumers and professional women replacing the fertility forces as the dominant customer base, next year's luxury The goods market is expected to renew its boost. This is one of the main reasons why Burberry is currently targeting the Internet. Mrs. Erez felt that she had gained tremendous momentum from her three children and spent time surfing the Internet and buying most of her clothes.

Burberry strives to adapt registered trademarks and other products to the Internet age, and its new website is one example of this attempt. Mrs. Iriez said she is proud that Burberry has more than 690,000 registered fans. This outdoor apparel manufacturer, founded in 1856 by the British clothing apprentice Thomas Burberry, also attracts online registered users of Twitter and Youtube.

About two-thirds of Burberry's revenue comes from its clothing industry. Mrs. Eriez has significantly reduced Burberry's dependence on department stores. This year, primary retail sales have exceeded wholesale and become the company's largest sales channel. In the UK, Burberry also benefited from the euro holders from continental Europe because of the weak pound.

Independent children's apparel production lines have also been highly successful due to their unique qualities. Burberry received so many orders this year that it suddenly encountered production and transportation problems. Therefore, the most difficult balancing strategy at present is the management of future business growth.

Catherine Winni, an analyst at an investment firm in London, commented that “Burberry has achieved the expansion that other companies in the industry cannot achieve. This means that once the market recovers, they will really benefit, but only if they still maintain the design tradition and Exclusivity."