alyssa machacek & kristina harrington

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Alyssa Machacek & Kristina Harrington

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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 - PowerPoint PPT Presentation

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Page 1: Alyssa Machacek & Kristina Harrington

Alyssa Machacek & Kristina Harrington

Page 2: 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● Awarded 77th most valuable brand in the world by an Interbrands report in

2013

Page 3: Alyssa Machacek & Kristina Harrington

Burberry Brand● Retail Channels:

o Brick-and-mortar storeso Burberry.como Department stores (Nordstrom, Saks Fifth Avenue, Neiman Marcus)o Outlet stores (17 stores in U.S.)

Page 4: Alyssa Machacek & Kristina Harrington

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

Page 5: Alyssa Machacek & Kristina Harrington

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

Page 6: Alyssa Machacek & Kristina Harrington

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

Page 7: Alyssa Machacek & Kristina Harrington

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:

o Tailor Room: chalk moldings all over the roomo Lantern Room: 32 ft high glass dome towers above merchandise and

lets natural light in

Page 8: Alyssa Machacek & Kristina Harrington

Lantern Room

Page 9: Alyssa Machacek & Kristina Harrington

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

Page 10: Alyssa Machacek & Kristina Harrington
Page 11: Alyssa Machacek & Kristina Harrington

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

Page 12: Alyssa Machacek & Kristina Harrington

London Meets Shanghai● Shanghai Flagship store Opened April 24, 2014● Largest Burberry store in Asia● Inspired by London Flagship

o Developed by Christopher Baileyo Mixture of physical and digital displayso Over 40 video screens and 130 speakerso RFID chips in merchandise trigger mirrors to turn into screens that

display fashion shows and product videoso Mobile check outo Host live events via livestream

● Celebrated grand opening with elaborate livestream fashion show

Page 13: Alyssa Machacek & Kristina Harrington

SWOT Analysis● Strengths:

o One-of-a-kind experienceo Linking online and brick-and-mortar experience together

● Weaknesses:o May be too “high-tech” for consumerso Luxury positioning of Burberry lowers the number of people who

experience Burberry World Flagship storeo Only in two Burberry stores currently

Page 14: Alyssa Machacek & Kristina Harrington

SWOT Analysis● Opportunities:

o Introduce technology into Burberry stores or department stores that sell their merchandise

o Continue to hold events and expand type of events held

● Threats:o Competing retailers may develop their own technologyo Imitation

Page 15: Alyssa Machacek & Kristina Harrington

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