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Alyssa Machacek & Kristina Harrington

Alyssa Machacek & Kristina Harrington. Burberry Brand. Founded by Thomas Burberry in 1856 as an outdoor wear retailer in England Luxury British designer brand Product categories: women apparel. men apparel, children apparel, fashion accessories, fragrances, sunglasses, and cosmetics

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Alyssa Machacek & Kristina Harrington

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  1. Alyssa Machacek & Kristina Harrington

  2. Burberry Brand • Founded by Thomas Burberry in 1856 as an outdoor wear retailer in England • Luxury British designer brand • Product categories: women apparel. men apparel, children apparel, fashion accessories, fragrances, sunglasses, and cosmetics • Awarded 77th most valuable brand in the world by an Interbrands report in 2013

  3. Burberry Brand • Retail Channels: • Brick-and-mortar stores • Burberry.com • Department stores (Nordstrom, Saks Fifth Avenue, Neiman Marcus) • Outlet stores (17 stores in U.S.)

  4. Burberry London Flagship Store • 121 Regent Street, London • Burberry’s world flagship • Christopher Bailey(Burberry Chief Creative Officer) transformed a 44,000 sq-ft building into a technology advanced showcase for Burberry’s 13 lines of apparel, accessories and outerwear • The flagship store is located in London’s busiest shopping center and has the largest retail space

  5. Transformation • Bailey reoriented and expanded the brand by introducing more stylish, avant-garde apparel and accessories while reinforcing the company’s heritage as a maker of quality outerwear • He made a new digital savvy identity making it one of the biggest commercial successes of the past decade

  6. Media Trendsetters • Burberry was one of the first fashion companies to harness the power of social media • First to live-stream its runway shows • Early adopter of online advertising and the power of having a great website for consumers • Bailey created an in-store experience that mirrors the one buyers get on the Burberry website • www.burberry.com

  7. Store Layout • 4 floors, starting with accessories near the entrance on the first floor • All sales people wear iPads • 500 speakers & 100 digital screens throughout the store • 300,000 man hours and 2 years to complete whole store • Themed rooms: • Tailor Room: chalk moldings all over the room • Lantern Room: 32 ft high glass dome towers above merchandise and lets natural light in

  8. Lantern Room

  9. Technology in the Store • iPads show the customers how personalized trench coats will look & also to order out-of-stock items on the spot • Sensors on merchandise employ a radio-frequency ID that instantly triggers details and videos in mirrors • The 22 ft-high screen at the center of the store live streamed its spring-summer 2013 runway show

  10. Live Shows • The huge screens that wrap around the interior’s entire perimeter encompass a “digital wall” that pulsates with content, mirrors and ads • “Rainstorm Show” that plays sounds of thunder over the speakers and the screens show a visual downpour • Models occasionally walk by - Bailey designed the store shows to mimic the Burberry runway shows

  11. London Meets Shanghai • Shanghai Flagship store Opened April 24, 2014 • Largest Burberry store in Asia • Inspired by London Flagship • Developed by Christopher Bailey • Mixture of physical and digital displays • Over 40 video screens and 130 speakers • RFID chips in merchandise trigger mirrors to turn into screens that display fashion shows and product videos • Mobile check out • Host live events via livestream • Celebrated grand opening with elaborate livestream fashion show

  12. SWOT Analysis • Strengths: • One-of-a-kind experience • Linking online and brick-and-mortar experience together • Weaknesses: • May be too “high-tech” for consumers • Luxury positioning of Burberry lowers the number of people who experience Burberry World Flagship store • Only in two Burberry stores currently

  13. SWOT Analysis • Opportunities: • Introduce technology into Burberry stores or department stores that sell their merchandise • Continue to hold events and expand type of events held • Threats: • Competing retailers may develop their own technology • Imitation

  14. References • AFPRelaxNews (2014, April 24). Burberry opens flagship store in Shanghai. Luxuo. Retrieved May 16, 2014, from http://www.luxuo.com/events/burberry-shanghai-flagship-store.html • Burberry (2012, Sept. 13). Christopher Bailey introduces Burberry 121 Regent Street, London. YouTube. Retrieved May 14, 2014, from https://www.youtube.com/watch?v=CokbQWI_15U • Cartner-Morley, J. (2014, May 2). Burberry brings a touch of London to Shanghai with Bailey catwalk show. The Guardian. Retrieved May 14, 2014, from http://www.theguardian.com/fashion/2014/may/02/burberry-shanghai-bailey-london-show-flagship • Gaudoin, T. (2012). Burberry opens and innovative London flagship. Architectural Digest. Retrieved May 14, 2014, from http://www.architecturaldigest.com/shop/2012-12/burberry-london-flagship-store-regent-street-article • Ho, L. ( 2012, Sept. 18). The digitally enhanced new Burberry flagship store, London. Wallpaper. Retrieved May 14, 2014, from http://www.wallpaper.com/fashion/the-digitally-enhanced-new-burberry-flagship-store-london/6055 • The Crown Estate (2012). Burberry. Regent Street. Retrieved May 14, 2014, from http://www.regentstreetonline.com/Shopping/Burberry.aspx

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