Affected

CASE STUDY Falling in Burberry Love

Luxury brand managers in particular should focus on experiential marketing by taking the essence of a product and translating it into a set of experiences that amplify the brand. Burberry ranked ninety-fourth on Forbes’ list of the world’s most valuable brands and eighth on the Luxury Institute of New York list at the time of writing. Known worldwide for their distinctive tartan pattern, Burberry distributes clothing and fashion accessories, and also licenses fragrances. We have selected them for this section due to their digital channel strategy of building the digital hedonic rhetoric ‘Burberry Love’ theme, becoming a market leader in digital communications within the competitive sector of luxury brands. The luxury goods market has become increasingly complex, as it requires an image of quality, performance and authenticity, but also an experience by relating it to the lifestyle of its consumers. To understand Burberry’s strategy, we explored the digital channels and customer responses in relation to five Burberry digital campaigns.

THE DIGITAL CHALLENGE IN LUXURY FASHION

In a society that offers an abundance of choices of products and services from a number of companies, forming relationships with customers is critical for customer retention. The challenges of integrating luxury branding on the internet and in digital environments are due to the common belief that luxury is a product, an object, a service or a lifestyle, when in fact ...