Value Proposition

Burberry offers the customer authenticity and

quintessentially British charm, which grants the brand a

stand out position in the modern luxury marketplace.

From the iconic trench to the

glamorous fragrances, Burberry 

innovates through classic reinterpretation

and modern styling. 

The brand is powerful, emotionally 

engaging, and stands out among 

luxury brands for its globally 

recognized icons: the trench coat,

trademark check, and Prorsum horse

logo.

Art of the Trench

In 2009, the same year Christopher Bailey became Burberry’s chief creative officer, the company launched Art of the Trench, a photo-sharing website dedicated to images, past and present, of people sporting the Burberry trench coat.

Art of the Trench showcases images from professional fashion photographers, Magnum photographers and the public and includes contributions from celebrated fashion photo-blogger Scott Schuman, better known as The Sartorialist. The company describes the site as ‘a living document of the trench coat and the people who wear it’.

In true viral style, the user involvement in Art of the Trench has generated much valuable marketing and promotional activity. Between its launch in November 2009 and mid-2010 the site had already notched up more than 7 million visits.

Art of the Trench in Chicago

Packing a black van with more than 100 trench coats, Burberry arranged on-the-street rendezvous with 69 stylish denizens of Chicago for the British brand's "Art of the Trench" campaign this fall.

"I've just been Burberried," portrait photographer Maria Ponce Berre said with a laugh after she was photographed in a coat that suited her taste and size -- she was 7 1/2 months pregnant -- near the Art Institute. The images now adorn bus shelters along Michigan Avenue, where Burberry recently unveiled its new store.

They also join the global gallery at artofthetrench.com, which Burberry calls "a living document of the trench coat," born when Burberry adapted British officers' coats for World War I's trenches.

Brand Competition

Burberry competitor Miu Miu has not reached the same level of emotional engagement through its more simplistic website. 

Although the brand offers similar standards of luxury, its online presence is underdeveloped and not consistant with the overall image. Adressability is a key metric within which the British retailer stands out.

 While Burberry is pushing to make its website a multimedia experience with sections such as "Acoustic" that plays music videos from undiscovered British artists (dressed in Burberry clothing), live airing of fashion shows, and a social networking feature,

Miu Miu’s web presence features a brand magazine, films featuring popular actresses Aubrey Plaza, Gemma Arterton, Patricia Clarkson and Rinko Kikuchi, and a live airing fashion show. However, the website fails to convey the full whimsy and charm of Miu Miu and is a lonely place- there are no opportunities to interact with other Miu Miu customers.

Control
Control is strongest on the Burberry page, with customers offered the options to view products by collection, style, and size. In contrast, Miu Miu only merchandises by style.

Burberry's Online Charitable Endeavors

The Burberry Foundation is a philanthropic organisation dedicated to supporting young people, helping them to realise their full potential and thrive in the world they are inheriting. Through generous donations from Burberry employees and customers, the Foundation has inspired over 44,000 young people globally.

Charitable Partners within the United States

The Burberry Foundation's grant making is focused on supporting innovative programmes and building sustainable partnerships with charitable organisations that help young people to:

• develop creative confidence and self-esteem
• build connections with their families, friends and society
• increase their ability to reach for opportunities in school, life and work