The brand identity analysis is carried out by means of Kapferer's Brand Identity Prism. As many other luxury brands, Burberry is engaged in a process of artification (transformation of non-art into art). An analysis of the brand's art initiatives follows.

2. PHYSIQUE PERSONALITY
SELF-IMAGE
RELATIONSHIP CULTURE
REFLECTION
• High quality;
• Gabardine;
• Beige;
• Check pattern;
• Iconic trench coat;
• Practicality
• Classic;
• Timeless;
• Sophisticated;
• Prestigious
• Authentic British
heritage;
• Pioneering spirit;
• Reinvention based
on tradition;
• Social;
• Responsibility
• Exclusive;
• Elite;
• Successful;
• Smart
• High social status;
• Elegant;
• Classy
• Digital;
• Personalised;
• Intimate
1. IDENTITY PRISM

3. PHYSIQUE
Burberry is committed to creating
products using only the highest quality
materials and multiple communities
from across the world are involved in
bringing these to their customers.
In 1879, Thomas Burberry invented gabardine
- the breathable, weatherproof fabric used in
trench coats for over 100 years. The pieces
started to be used for military purpose: the
khaki color and lightweight fabric proved
essential for soldiers in the trenches – hence the
name trench coat. After the war, it transformed
into a fashion statement for men and women for
its chicness and practicality.
In the 1920’s, the iconic Burberry check
print in red and beige, now registered as
a trademark, was introduced as a lining
to the trench coat.

4. PERSONALITY
CLASSIC SOPHISTICATED PRESTIGIOUSTIMELESS

5. RELATIONSHIP - DIGITAL
Through the use of audiovisual content
the website Burberry World engages,
entertains and interacts: customers can
connect with all its aspects, from
heritage, to music and video, to the
product offer.
An ultimate online luxury shopping
experience is granted by a personalized
customer service application that
allows customers to call and chat with
sales staff in real time.
In order to reach a wider global
audience, Burberry adopts
livestream technology to
broadcast runway shows,
allowing consumers globally to
share the full experience of a
Burberry fashion show.
Burberry’s flagship store in Regent Street, London is a
digitally-advanced brand experience. RFID tags
embedded in products communicate with shoppers’
mobiles and mirrors able to turn into screens and
provide audio-visual contents: catwalk footage, or
details of how a product was made.
“Walking through the doors is just like
walking into our website”

6. • SOCIAL
RELATIONSHIP – PERSONALISED, INTIMATE
Big Data and Artificial Intelligence allow
to deliver a tailored shopping experience.
Data is collected through loyalty and
reward programs and is used to offer
personalized recommendations, online
and in store.
Store associates use iPad apps to offer
buying suggestions based on customers’
purchase history, preferences as well as
their social media activity.

7. cultureCULTURE – AUTHENTIC BRITISH HERITAGE
The brand is founded by 21-year old Thomas Burberry in 1856.
Burberry’s trench coat has been worn by many explorers and aviators. During the First World War,
Burberry provided apparel and equipment to the Armed Forces.
In 1964, Burberry was the official outerwear supplier for the British women’s Olympic team who
participated in the Tokyo Olympics.
Burberry is granted Royal Warrants as Tailors, Weatherproofer and Outfitter.

8. CULTURE – PIONEERING SPIRIT
With the invention of gabardine by Thomas
Burberry more than 130 years ago, Burberry
has a pioneering and adventurous past.
Today, it continues to surprise by being the
first luxury brand to launch a social media
platform, to stream a 3D fashion show, to
create a digital store and much more.

9. CULTURE – REINVENTION BASED ON TRADITION
1974
S/S 2014 S/S 2015
F/W 2012S/S 2012
S/S 2013 S/S 2018
1990 A/W 2000 F/W 2007
F/W 2013

10. CULTURE - SOCIAL
Burberry engages consumers through
extensive social media platforms and is
one of the luxury brands with most
following.
Burberry was the first fashion and
luxury brand in launching its own social
media platform based on user generated
content, artofthetrench.com.
“Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive
outerwear heritage. Everybody has a different story related to their coat – I love the idea that people from all over the
world can share those stories and images with each other. – C. Bailey, Burberry’s president and CCO and former CEO

11. CULTURE - RESPONSIBILITY
Acting responsibly and with integrity is in Burberry’s DNA.
• First luxury brand to join the Ethical Trading Initiative, a leading alliance of
companies, trade unions and NGOs that promotes respect for workers' rights
around the globe.
• Burberry is committed to promote the conservation of biodiversity,
environmental preservation, ensure animal welfare and protect people
and communities: target to eliminate by 2020 the use of damaging
chemicals; committed to 100% renewable energy; cut water use by nearly
20%; banned per- and polyfluorinated compounds.
• Sourcing of all products and raw materials from suppliers that are governed by the
highest animal welfare and environmental standards.
• Burberry donates 1% of Group adjusted profit before tax to charitable causes and
has donated more than £22 million, since 2010: for example, it supports emerging
creative talent through the Burberry Design Scholarship at the Royal College of Art
in London and sponsors an apprenticeship programme at the British Fashion Council.

12. REFLECTION
HIGH SOCIAL STATUS
ELEGANT
CLASSY

13. SELF-IMAGE
EXCLUSIVE
ELITE
SUCCESSFUL
SMART

14. 2. ARTIFICATION HIERARCHY
BREADTH OF ENGAGEMENT
INSTITUTIONAL
CORPORATE
SPONSORING OF SPECIFIC ARTISTS’
EXHIBITION:
2006 David Hockney Portraits
2017 Henry Moore: Inspiration & Process
IN-HOUSE COLLABORATION WITH ARTISTS:
2016 Luke Edward Hall ad campaign
2017 BURBERRY X MOORE collection
2017 Danny Sangra Doodle Bag
2017 Blondey McCoy for NYC Holiday Murals
CREATING ONE’S OWN BRAND EXHIBITIONS:
2016 The New Craftsmen exhibition
2017 The Cape Reimagined
2017-2018 Here we are photography exhibition
ESTABLISHING ART PRIZES:
Hepworth Prize for Sculpture
Burberry Design competition
Britannia award for British Artist of the Year
Burberry acoustic
Breakthrough Brits

15. SPONSORING OF SPECIFIC ARTISTS’ EXHIBITION
In 2006, Burberry sponsored David
Hockney Portraits exhibition at
National Portrait Gallery, London to
celebrate Burberry’s 150 years.
In 2017, Burberry sponsored
Henry Moore: Inspiration &
Process, an exhibition including
some of Moore's most famous
sculptures, at Burberry's Makers
House venue.
Burberry has teamed up with design store The
New Craftsmen to launch a pop-up space for
London Design Festival and Fashion Week, at
Makers House in Soho, London. The partnership
is a series of workshops that celebrates some of
Britain’s finest craft makers who have inspired
Burberry’s September 2017 collection.

16. IN-HOUSE COLLABORATION WITH ARTISTS
Burberry tapped 26-year-old artist Luke
Edward Hall to contribute to its A/W
2016 advertising campaign. Hall’s hand
drawn illustrations were combined with
photographs by Mario Testino
Burberry collaborated with
the Henry Moore Foundation
for its 2017 S/S collection
inspired by the 20th century
Britain’s greatest sculptor’s
work
Burberry partnered with the
British artist Danny Sangra who
painted over their archive of old
advertising, took over their
snapchat for their show, designed
30 limited edition Doodle tote
bags and participated in a world
tour of live events in their stores
in NY, Tokyo, Seoul, Beijing &
London.
Burberry tapped 20-year-
old artist Blondey McCoy
for a series of three outdoor
murals to be displayed
during the holiday season
in downtown Manhattan.

17. CREATING ONE’S OWN BRAND EXHIBITIONS
Burberry presented The Cape Reimagined at
Masterpiece, London: an exhibition of 78
limited-edition, made-to-order handmade
couture capes. The capes first appeared as the
finale of Burberry’s February 2017 show, and
were displayed as part of the Henry Moore:
Inspiration & Process exhibition.
2017-2018 Here we are, exhibition of British
photography celebrating the Burberry September
2017 collection, in London, Hong Kong and Paris.
‘Here We Are’ brings together the work of over 30 of
the 20th century’s most celebrated social and
documentary photographers

18. ESTABLISHING ART PRIZES
Hepworth Prize for Sculpture -
The award recognises a British or
UK-based artist of any age, at
any stage in their career, who has
made a significant contribution to
the development of contemporary
sculpture.
The Burberry Design competition
in partnership with the British
Fashion Council allows students to
explore the idea of cross-industry
collaborations. The first prize is an
award of £2,000 and a three month
placement at Burberry, while the
top two runners up receive a three
month placement with the Burberry
design team.
The Britannia award for
British Artist of the Year
sponsored by Burberry
pays tribute to a talented
British artist whose
outstanding performances
have demonstrated the
high quality of their
craftsmanship.
Breakthrough Brits, in partnership
with Burberry showcases and
supports the next generation of
British creative talent in film,
television and games. Each year, up
to 20 talented newcomers are
selected by a stellar industry Jury to
take part in a year-long mentoring
and guidance programme.

19. REFERENCES
https://www.burberryplc.com
https://brandburberry.wordpress.com/
http://retail-innovation.com/burberry-regent-street
The Amazing Ways Burberry Is Using Artificial Intelligence And Big Data To Drive Success, 2017 by Bernard Marr on Forbes.com
How Burberry became the top digital luxury brand, 2015 BY HILARY MILNES
https://www.henry-moore.org/whats-on/2017/02/21/henry-moore-inspiration-process
http://www.telegraph.co.uk/luxury/design/burberry-and-the-new-craftsmen-launch-immersive-fashion-and-craf/
http://www.telegraph.co.uk/luxury/womens-style/new-burberry-campaign-celebrates-the-best-of-british-featuring-e/
https://www.wallpaper.com/fashion/burberry-makers-house-exhibition-marries-henry-moore-sculpture-with-fashion
http://www.dannysangra.com/Burberry
http://wwd.com/eye/people/burberry-blondey-mccoy-nyc-holiday-murals-11048578/
http://www.telegraph.co.uk/luxury/womens-style/burberry-presents-cape-reimagined-masterpiece-london/
https://hepworthwakefield.org/whats-on/the-hepworth-prize-for-sculpture/
http://www.britishfashioncouncil.com/pressreleases/-BFC-Education-Programme
http://www.bafta.org/los-angeles/britannia-awards/burberry-award-sponsor
http://www.bafta.org/supporting-talent/breakthrough-brits