Burberry offers the customer authenticty and quintessentially British charm, which grants the brand a stand out position in the modern luxury marketplace. From the iconic trench to glamorous fragrances, Burberry innovates through classic reinterpretation and luxe modern styling. The Burberry customer falls into four overlapping categories: the effortlessly elegant young Prorsum, shamelessly sophisticated London, cooly chic and tailored Brit, and minimally modern Sport.
Each customer finds themselves well represented on the visually stunning e-commerce website of the retailer. The London girl or boy may venture to the Heritage section of the site to explore the development of the brand throughout the years, the Brit can enjoy the themed videos presented for the Autumn/Winter collection in the Experiences section of the website, while the Prorsum fashionista watches live streaming fashion shows on the site. The practical Sport consumer can research fundraising opportunities within the brand, and all can use The Art of the Trench social networking.
Once a consumer has clicked on to the Burberry page, it would be difficult for them to stray. Product selection is diverse and carefully selected to represent the scope of the collections. The level of engagement, aesthetic presentation, and interactivity is unparalleled in the e-commerce world.
Burberry has proven that the luxury consumer does not need to sacrifice experience for the sake of convenience; the exclusive image is so palpable on the web page that it produces the same feelings of pleasure that shopping in store can.
It seems that CEO Angela Ahrendts has succeded in creating ”… the first (fashion) company that is fully digital end-to-end. The experience is that the customer will have total access to Burberry across any device, anywhere…”
Brick & Mortar Store
Many items of clothing at the Regent Street location featured video technology on show, displaying adverts or catwalks showing specific garments. This brought the coats to life for the customer:
‘Magic Mirrors’ are positioned in the changing rooms. Assistants stand in front of changing room mirrors with an item of clothing and the mirror shows how the garment was made and displays a shot of it on the catwalk. This works thanks to microchip technology in the clothing.
