BRIEF ANALYSIS OF

BURBERRY,

ANTHROPOLOGIE

AND BEACON’S

CLOSET

Bella - Dominique – Inda- Olga- Yue

AGENDA

Meet the Brands Burberry Anthropologie Beacon’s Closet Brands’ aggressiveness Brands’ User Experience Recommendation Conclusion

MEET THE BRAND

THE FACTS BEHIND

1856 The brand is founded by Thomas Burberry

71% of the revenue comes from retail

Biggest market: Asia Pacific, 39%, +13%

Biggest product category: Accessories 39%, +8%

Fastest growing product category: Mens 24%, +14%

New product category: Beauty launched in April 2013

Operates 3 brands: Burberry Prorsum, Burberry London & Burberry Brit

Fascination Triggers: Prestige, Trust

• Single, 29 years old from CT

• Has master degree from Boston University

• Working at publishing company in New York

• Currently lives in Dumbo, Brooklyn

• Loves good quality handbags

• Travelling is her passion

MEET CECILLA

Young but mature, early adopters, trendsetters, enjoys life

16millions likesMost followed luxury brand

2 millions followersPioneer of live-tweeted show

900k followersPioneer in instavideo

2 million viewsLive streaming fashion show

55k followersMix of product ideas,

celebrities, music videos and pictures of London

Posting video of menswear SS14 show

Encourage customers’ engagement by sharing pics of

trench coat here

570k followersMix of brand history

and new product updates

DIGITAL ASSETS

Total access to Burberry in any platform

The art of trenchBurberry Website

Showcasing and selling their collections on digital

platform

Real time customer service

Burberry KissesBurberry Accoustic

2009

Celebrating the street style of trench

coat

Shareable across platform

July 2013

Celebrating with the launch of Burberry

make up

Experimental collaboration with

Google

2011

Spotlighting UK’s emerging new artist

Collaborating with Youtube

DIGITAL ASSETS

Revolutionizing the way a brand interacts with customers

BURBERRY WORLD LIVE

• The first digitally-integrated retail space

• Designed as a physical manifestation of the Burberry website

• Clothing are equipped with radio-frequency identification technology which enables multimedia content to display automatically

TAKING DIGITAL INTO NEW LEVEL..

Blurring the line between the digital and physical

Yes! It works!

DOES IT WORK?

• Got 250,000 customers data from the launch of Body fragrance last year

Burberry’s most successful perfume launch. It moved the brand from 19th to 9th in the US

fragrance sales charts.

• Named the luxury fashion brand with the greatest increase in brand value for 4th consecutive year

by Interbrand

• Cited by Altagamma as the luxury brand with the highest digital customer awareness

• #1 brand in ‘Fashion Digital IQ Index’ for the second year by L2

• Increased conversion rates and higher average transaction values offset the total revenue of

Burberry. (Source: Burberry Annual Report 12/13)

THE FACTS BEHIND• Launched in Philadelphia in 1992, has stores in

Canada and UK• 153 stores, 2 e-commerce sites and 2 catalogs• Designer ranges, vintage products and own-brand

labels• Operates like a collection of independent boutiques• “Village atmosphere” (Southerland)• Relies on word-of-mouth, has a strong reputation

Fascination Triggers: Passion, Mystique

MEET KRISTEN..

• Working professional in her early 30’s• Lives in a big city• Married or in a serious relationship• Well-read and well-traveled• Enjoys cooking, gardening, movie going and

wine tasting• Ready to explore, discover and experiment• She is very aware – she reads references,

whether it’s a town in Europe or to a book or a movie

• Has a good taste and her unique style

747,808 page likesTalks to its customers Listens to what others say Offer appointments for personal consultationPublishes interviews with creative people

419,974 followersShares links of the websites of their interest: Shares fashion blogs

377,658 followersPictures of their employees’ outfits at work each day, store events, farmers market.#AnthroFave contest

1,097 views

352,499 followersPinToWin contestIdeas for events & home décor“Atmospheric” posts

Direct storytellingSweet TipsStories from designers

DIGITAL ASSETS

39 videosCreates playlists

DOES IT WORK?

All in all everything works.

• Anthropologie has a very well thought content marketing. They even try to use sensory marketing here

• Their digital strategy is effective but they have more potential

Carrie Peterson opened the first store in Williamsburg, Brooklyn in 1997.

The Williamsburg store is now owned and operated By Carrie and Cindy Wheeler

The Park Slope location opened in 2002.

On September 2, 2011, the much anticipated Manhattanstore finally opened with Carrie Peterson, Beth Moon, and Cindy Wheeler, all sharing ownership with Beth handling operations.  

The brand is built upon a thrift store concept but with a high end luxury feel.

THE FACTS BEHIND

Fascination Triggers: Passion, Rebellion

• Single, 21 years old from New York City

• Current student at Parsons The New School for

Design

• Working as a fashion assistant

• An emerging fashion designers

• Currently lives Williamsburg, Brooklyn

• Loves designer labels and vintage classics pieces

• A bargain shopper

• Recognized as a neighborhood fashionista

MEET TONY

DIGITAL ASSETS

1,890 page likes 1,355 page followers 2,771 page followers 445 page followers

Website Blog

WHAT’S WORKING? WHAT’S NOT?

The brand has received an array of local and international press including features in vanity fair, time out NY, Jane, lucky, the village voice, NY times, Italian vogue, French vogue, and Japan's epica, and ef magazines.

The brand has also received “best of” awards from the two most popular local weekly newspapers based in new york, the village voice, and the NY press.

Something is working but its not their digital strategy.

Since the brand has only a website, blog and 4 social networking sites profile, it has to be their business approach that keeps them in the media.“…most importantly, our customers keep coming back, and enthusiastically proclaim, “you have the best stuff.” – Carrie Peterson

LET’S EVALUATE!

How aggressive they are on social media? BURBERRY ANTHROPOLOGIE BEACON’S CLOSET

FB

Twitter

Youtube

Instagram

Vine

Tumblr

Website

Blog

Others

Active Moderate Passive

Do they consider “user experience”?BURBERRY ANTHROPOLOGIE BEACON’S CLOSET

Do the messages resonate with the customers?BURBERRY ANTHROPOLOGIE BEACON’S CLOSET

How do they monetize the digital assets?

Interest Trigger Decision Trigger

Commit

Buy

Experience

Consider

Evaluate

RECOMMENDATIONS

Burberry:• Create an authentic voice for each of three brands (Brit, London,

Prorsum) or for Burberry overall • Be more active on Youtube—create more videos about brand culture

Beacon Closet:• Compose fictional short stories about clothing that has traveled the world, or been neglected

and how these one of a kind designer pieces have found their way to Beacon’s Closet• Create an online auction/submission where customers can buy and sell pieces online via

social media or through a live stream

Anthropology:• Promote more on-site events online, let them be partly digital• Create apps for travelling or recipes

"I find it weird that anyone would find digital-first thinking weird. Most of us are very digital in our daily lives now. To

the younger generation who are coming into adulthood now, this is all they know.“

-Christopher Bailey, Burberry’s Chief Creative Officer

THANK YOU.