Explain how Burberry became a first mover to millennials in the digital market.

Expert Solution

Answer- Burberry Group is a British luxury lifestyle fashion house established in 1856 by Thomas Burberry. It was headquartered in London,England. The company deals with readymade apparels, accessories, perfumes, sunglasses and cosmetics. Burberry produced Gabardine rain coat 145 years ago which was exported to Japan during world war I and the brand got famous. Burberry has its stores and franchises all over the world. It has more than 500 stores in more than 50 countries.

Some years ago, Burberry's performance started declining in the market. At that time, a new CEO named Andriana Ahrendts joined the company in 2006 and make policies to attract the customers. She followed different strategies to make the brand fully digital and to build a social enterprise. She provided a well defined identity to the company by designing excellent customer services. The company promoted their products on social media platforms like Twitter, facebook and instagram. Apart from social media platform, they also maintain their website Burberry.com to attract the customers.

It's first campaign was launched in November 2009. The company launched many campaigns after entering in the world of digital marketing named as Acoustic, Kisses campaign, tweetwalk, Burberry Bespoke and Burberry Scarfbar campaign. As a result, a historic transformation had been noticed under the guidance of CEO Andriana Ahrendts. It became one of the leading fashion brand. Today, it is the most famous and aspirational luxury brand in the world. The company's revenue turned from 743 million pounds to 2523 million pounds between 2006 to 2014. In the year 2011, it was announced the world's fourth largest and fastest growing brand. In 2012, it became the fastest growing luxury brand.

Today, it is one of the most popular brands on social media. So, we can say that by following different techniques and strategies under marvellous guidance, Burberry became the first mover to millennials in the digital market.

Hayet Jeridi answered 1 year ago

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