University project, Burberry's digital strategy, digital communication...

1. E-BUSINESS PRESENTATION
SARAH BELLAL – NEVA KUMER - WILLIAM ROBERTSON

2. I. OVERVIEW OF THE BRAND
II. BUSINESS ACTIVITIES - SUPPLIERS
AND DISTRIBUTION
III. SELLING ON THE WEB
SUMMARY

3. OVERVIEW OF THE BRAND
v The brand was founded in 1856 by Thomas Burberry
v Operates 3 brands: Burberry Prorsum, Burberry London
and Burberry Brit
v 71% of the revenue comes from retail
v The biggest market is Asia Pacific (39%)

4. OVERVIEW OF THE BRAND
v The biggest product category is accessories (39%)
v Fastest growing product category is the men category
(24%, there was an increase of 14% the last year)
v In April 2013 the brand launched a new product
category: the beauty category

5. PART 1: SELLING ON THE
WEB

6. WEB CATALOG

7. WEB CATALOG

8. PART 2: MARKETING
SUMMARY:
a. Brief presentation of the website
b. Brand’s digital assets
c. The strength of their digital strategy

9. a. BURBERRY.COM
The website, Burberry.com exist for computer, tablet, or
phone (it is a responsive website). The list of the countries
(for the delivery) is quite big:

12. easy access at the end of the page
sale category directly
on the navigation part

13. Color:
Neutral, unisex, dark, luxury.
The graphic chart is gray, the
color of the products are most
likely dark as well

14. b. DIGITAL ASSETS OF THE
BRAND
16 millions like
Is the most followed
luxury brand
2 millions followers
Pioneer of live-tweeted
show
900k followers
Pioneer in Instavideo
2 millions views
Now, does live
streaming of fashion
shows
55k followers
Mix of products idea,
celebrities, music videos
and pictures of London
(brand image)

15. KEY BRAND INVESTMENT IN
DIGITAL

16. KEY BRAND INVESTMENT IN
DIGITAL

17. c.THE STRENGTH OF THEIR
DIGITAL STRATEGY
• In China, Burberry tested instant orders via text
message on WeChat.
• The goal is to bring the customers closer to the
brand.
• On digital channels, Burberry’s other goal is to be
consistent.
• Shoppers can now buy online and pick up in-store,
have a sales associate order for them from
Burberry.com while in-store, and access a unified
shopping cart on mobile and desktop.

18. c.THE STRENGTH OF THEIR
DIGITAL STRATEGY
• Synchronizing channels has made it easier for
Burberry to expand into new markets, like Japan
and Korea, and enable shopping through social
platforms.
• Burberry also ran Twitter’s buy button in
conjunction with a 2014 fashion show shortly
after Twitter introduced the feature, making
mobile purchases instant.

19. c.THE STRENGTH OF THEIR
DIGITAL STRATEGY
Burberry’s digital strategy, which the brand
plans to continue to evolve into 2016, has so far
not only put it at the top of the fashion luxury
category but among top players across industries.

20. UNIQUE DIGITAL CONTENT
Such as the Art of Trench, Burberry’s social network

21. UNIQUE DIGITAL CONTENT
Burberry launched was the excellent ‘Art of the
Trench’ microsite.
The microsite was essentially an independent social
networking website that allowed Burberry lovers to take
pictures out on the street of the iconic trench coat and
share them.
Users can drag around their mouse around the page
and see hundreds of different people wearing the coat,
whilst listening to a soundtrack of up and coming
artists.
There’s also an option to filter the style of trench by
colour, style and gender.

22. DIGITAL & REALITY
AND VICE VERSA
If the website of Burberry is a online store, the
company had the amazing idea of making the store
a ‘website’.
How ?

23. DIGITAL & REALITY
AND VICE VERSA
One step inside and you’re confronted with a
wall of screens.
Music blasts over the speakers, making
everything pulse to the dance beats.
You stop for a moment to take it all in — the
grand, palatial space. But no, you’re not in a posh
nightclub. The racks of clothes give it away: you’ve
wandered into a 21st century boutique, complete
with a heavy dose of technology to get you to
spend more.

24. DIGITAL & REALITY
AND VICE VERSA

25. DIGITAL & REALITY
AND VICE VERSA

26. DIGITAL & REALITY
AND VICE VERSA

27. PART 3: BUSINESS-BUSINESS
ACTIVITY

28. SUPPLIERS
• Direct material purchasing
– replenishment purchasing
• Most of them in Italy and France
• Ethical Trading Program

29. DISTRIBUTION
• No central warehouse
• Online based shipment tracking

30. PART 4: SOCIAL MEDAL AND
MOBILE TECHNOLOGY
How Burberry uses social media in online
business activities
SUMMARY:
a. Introcuction
b. The Megaphone

31. a. INTRODUCTION
More than just having a store that doesn’t
have any physical existence (therefore
targetting more people at the same time),
Burberry has also a strong communication
strategy.

32. a. MEGAPHONE
Burberry uses several platform, such as:
• The Art of Trench (the social network
created by the brand)
• Facebook (no need to explain what it is)
• Twitter
• Youtube
• and others...

33. THE ART OF TRENCH
The brand created a social network to allow its
customers to share their trends and styles with the
company’s product.
It also shows and link to their new collection.

35. FACEBOOK
With more than 17 millions « likes » on their
page, making it the number 48 in the largest
corporation fanpage category, the strategy is to
share events and the newest products.

38. TWITTER
Share essentially about the same as Facebook:
events and collection.

39. YOUTUBE
The last videos of the campaigns.

41. THEY ALSO ARE ON:

42. TUMBLR

43. GOOGLE+

44. PINTEREST

45. INSTAGRAM

46. E-BUSINESS PRESENTATION
SARAH BELLAL – NEVA KUMER - WILLIAM ROBERTSON
THANK YOU FOR
YOUR ATTENTION