burberry e-business presentation

E-BUSINESS PRESENTATION�

SARAH BELLAL – NEVA KUMER - WILLIAM ROBERTSON�

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

SUMMARY

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%)

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

PART 1: SELLING ON THE WEB

WEB CATALOG

PART 2: MARKETING

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

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:

easy access at the end of the page

sale category directly on the navigation part

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

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)

KEY BRAND INVESTMENT IN DIGITAL

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.


•  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.


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.

UNIQUE DIGITAL CONTENT�

Such as the Art of Trench, Burberry’s social network

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.

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 ?


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.

PART 3: BUSINESS-BUSINESS ACTIVITY

SUPPLIERS�

•  Direct material purchasing –  replenishment purchasing

•  Most of them in Italy and France •  Ethical Trading Program

DISTRIBUTION�

•  No central warehouse •  Online based shipment tracking

PART 4: SOCIAL MEDAL AND MOBILE TECHNOLOGY

How Burberry uses social media in online business activities

SUMMARY:

a. Introcuction

b. The Megaphone

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.

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...

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.

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.

TWITTER

Share essentially about the same as Facebook:

events and collection.

YOUTUBE

The last videos of the campaigns.

THEY ALSO ARE ON:

TUMBLR

GOOGLE+

INSTAGRAM

E-BUSINESS PRESENTATION�

SARAH BELLAL – NEVA KUMER - WILLIAM ROBERTSON�

THANK YOU FOR YOUR ATTENTION �

burberry e-business presentation

Business