Here above is the video that Burberry presented the past 6th of July on its social media profiles to communicate their Autumn-Winter 2014 collection. The campaign, shooted by Mario Testino, stars british models Cara Delevingne, Malaika Firth, Tarun Nijjer, Suki Waterhouse, Oli Green and Callum Ball, in order to bring its classic style to a younger generation. Following this objective of segmenting the brand to a new more young public, that has been in for already some years, Burberry takes digital as another communication / commercial channel in their strategy.
One month after, and we are already at the beginning of July, Burberry sent a e-mail to all their subscribers, announcing them the new fall collection and adding 18″ of the “behind the scenes” video. The good idea here was including the video in the email, instead of putting a link which would drive the users to the website or youtube channel. This way the brand gets beyond the barrier of losing views from the email to the landing site.
Another action where the brand had another good idea was letting the user personalize their poncho or scarfs of the fall 2014 collection with their initials. For this action we will have to wait until september, but we’ll be able of doing it easily from our laptops or tablets through their website, or through any of their stores.
Unveiled in the runway finale, each poncho was marked with the initials of the model wearing it, with EC for Edie Campbell, JS for Joan Smalls and MF for Malaika Firth all trouping down the catwalk. The iconic Heritage cashmere scarf was also presented on the runway in a checked or monochrome design. These two signature pieces will soon be available to make your own, as from September you will be able to customize the designs with up to three characters of your choice in stores or online.
As you see, some little action are creating little by little a new image of the brand, that was almost “dying” 4 years ago. Have they already convinced you? Here I link you also their last Fashion Show, are you able of finding the pieces with the initials?