Burberry : Legendary British Luxury Brand

It was founded by Thomas Burberry in 1856 and is now one of the most exclusive luxury brands in the world. Nowadays it has around 475 stores in more of 15 countries. The company manufactures clothing, fragrances, and fashion accessories.

The company started out as a producer of trench coats for the British Army and as protective clothing for the British climate. Today Burberry has its Herthquart in London, and has significantly expanded its product range. Burberry's revenues have grown substantially over the last ten years, generating around £2.72 billion by 2019.

Today, after many years with Cristhoper Bailey at the helm, the brand has renewed its monogram as its logo. The new creative director, Ricardo Tici who was working by Givenchi and with a Italian origin gave a twist to the London luxury brand giving it a more urban air but without losing its traditional style and maintaining its status of luxury and iconic elegance. In 1914the brand was asked to adapt army officers' coats so that they could be used in wartime conditions. That's when the so-called "trench coat" came into being. After the war, this look became popular among civilians. By 1920 trench coats were decorated with the now iconic check pattern.

In 1955 the company was bought by Great Universal Stores and 15 years later it had become an indispensable piece of London's casual fashion. The brand hasn't lost popularity over time. In 2006 it began selling its products online in the United States, but it has made a recent effort to stay relevant by using advertising in magazines like GQ, Vogue and Harper's Bazaar and signing British celebrities to represent the brand, like Kate Moss and Emma Watson.

Burberry is recognized worldwide as the pioneer luxury brand in implementing social media in its marketing strategy to reach its consumers. It was the first brand to broadcast live parades on its snapchat and youtube channel, and has its own digital community around its flagship product: The Trench-Coat. Currently, Burberry has a social media channel in Instragram, Facebook, Twitter, Tik-Tok , Snapchat and Youtube.

Its strategy is based on content based on its products, collections, collaborations and campaigns.Christopher Bailey joined Burberry in May 2001 and during his time at the English fashion house he was responsible for revolutionizing the brand in many ways, including its digital strategy.

The British company, besides initiating its digital campaigns through snapchat and transmitting its parades in streaming around the world towards 2014, in head of Cristhoper Baley launched at that time its own platform based on its icon product: The trench coat.

Art of the trench is Burberry's social network where thousands of people around the world can post photos and interact with each other. A photo with the trench coat is the entrance to the digital world of this English brand where you get likes and comments generating a high brand and product engagement.

The platform offers different options and filters to interact with other users, such as model of the raincoat, color, city etc.

Since the arrival of Riccardo Tisci as creative director of Burberry, the legendary British fashion brand has embarked on an exciting and profound repositioning journey. The Italian reinforced the digital product strategy with assortments and customized stories in the editorialization of the website. In addition, the brand has reinforced its omnichanel strategy by creating a synergy of communication between its physical stores and its social networks in order to tell stories and offer a unique consumer experience.The focus of Burberry digitally is product led and tailored for social media seeking to re-empower the brand through influencers and collaborations with leading opinion figures and to reach out to potential consumers and reinforce brand loyalty on the part traditional clients.

"The Italian designer – known for his streetwear nous – is now installed at Burberry. He talks trenchcoats, trans models and how to sell Britain’s biggest luxury brand in a post-Brexit world"-The Guardian

Burberry is keeping its heritage but is indisputably one of the most innovative brands of the last ten years from any point The English heritage and the Italian Picardy are the essence of the British house in their latest collections.