Come October, Burberry will have a new online presence, ArtofTheTrench.com.
The focus of this new online site is meant to strengthen the fashion brand’s relationship with its customers. At first, this site will invite all LUXies obsessed with their Burberry trench coats to send their very own picture featuring their best version of themselves in their Burberry winter wear. Over time, this site will grow as a place where all Burberry fans can meet up.
With such a large following on Facebook, over 660,000 fans to be exact, it definitely gives hope for this fashion brand to successfully transition into this digital strategic shift.
Chief executive Angela Ahrendts told the Financial Times: “These might not even be customers yet. Or they may be a customer for a bottle of fragrance or for eyewear. But these are the customers who need the brand experience, who need to feel the brand. That word-of-mouth spreads through their social networks and continues to be a positive conversation [about Burberry]… that is so powerful.”
This dynamic and flexible LUX-brand is definitely determined to engage a younger generation interested in high-end brands! What a way to do that using the one medium we have all grown to love, our computer. We here at LadyLUX wish them much success with this venture and look forward to seeing what’s to come from such a pioneer in the fashion industry!
So LUXies, what do you think? Does being a Burberry fan increase your chances to join the Burberry social media movement?
Comments
Interesting venture. If they execute it well, I think it may do really really well for them. The user engagement with the brand is key here, in the form of user generated content. However, I think asking people to take a photo and upload to the site isn’t a strong enough proposition. If they coupled it with a creativity contest, with a prize at the end, they may get more participation. If there is nothing in it for the customer, she is not going to spend the time taking and uploading the picture, unless she is literally ‘obsessed’ with the coat. But I think they are on the right track, as long as they don’t make it all about social networking (we don’t need any more social networks, do we?), and really leverage user produced content, contests, etc.
Posted by LuxeLover on 09.25.2009 at 6:34 am
i wouldn’t join… if it doesn’t serve a specific purpose, there’s no need to enter into an already saturated market
Posted by jennine on 09.25.2009 at 8:00 am
I don’t think that’s a wise marketing move. If the brand has over 660K on Facebook. Doing activities that engage them is going to be must more cost effective and have a large reach as those 660K fans have established networks. When they publish Burberry news, they are exposing Burberry to their 100s or 1000s of friends. You aren’t going to get that result from a niche site if you’ve already built the social following and base on others.
Posted by Macala Wright on 09.25.2009 at 8:06 am
Very interesting views, ladies. I think we all agree here that there’s no need for another social network. There’s way too much fragmentation, and asking the consumer to join and participate in another soc net, is a definite fail. However, like LuxeLover, I am a fan of increasing engagement with the brand by getting the customer express herself via sharing photos and her unique style. But perhaps, this can be done within an existing network where customers already are. Remember: you have to be where your customers are. Asking them to go somewhere else = bad move.
Posted by themaria on 09.25.2009 at 10:48 am
This one kind of creeps me out. I really dislike it when luxury brands try to be more intimate with their buyers.
I enjoy nice things, I even like it that the salespeople at Hermes are accented, snooty and indifferent.
If I wanted a brand to embrace me I’d be at the Guess store. I think this is a terrible move.
Posted by Jessica on 09.25.2009 at 11:36 am
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