Burberry brand has become the leader in the luxury market thanks to the digital use. Indeed, in order to create an ever stronger bond with fans and consumers, the digital brand marketing is primarily expressed through the site burberry.com launched in 2010/2011. By combining perfectly the offer of audiovisual product, it enables consumers to interact with the brand and create gradually a real community.
This community, Burberry also owes to his incredible involvement on social networks. Already present on Facebook and Twitter, it is the first luxury brand to create a Google+ account in 2011, considered the competitor to Facebook. To listen, inform, communicate and encourage the participation of consumers, are the brand’s goals give them the opportunity to interact directly with his speech.
On the site, the Click to Chat allows you to interact directly with the brand in 14 languages. In April 2012, a Twitter account was created, a kind of instantaneous service where consumers can ask questions about various products to community managers that guarantee an answer in record time.
In February 2010, Burberry broadcasts for the first time his show “Burberry Prorsum” live and in 3D on its website, on Facebook, Twitter and Youtube and at private screenings organized simultaneously in Paris, Tokyo, Dubai, Los Angeles and New York : never a fashion show had received such visibility.
For ten years, the Burberry brand has rejuvenated its image and reach a new target, that of a plugged in and connected generation. She has proven that a luxury brand as old as it can use e-marketing and new technologies to perfection to boost its image. Always one step ahead, Burberry brings us into the era of “mass customization”, supposed always satisfy customer needs, it places at the center of its policy.