Technological Timeline-Burberry

Technological Timeline-Burberry

Digital Experience

Advertising

Acoustics

Live Fashion Show

2010 was the launch of their 'Burberry Acoustics'. Here they decided to collaborate with emerging British music talent across the Burberry digital platform. Through, linking music and design creates a real authentic feel fro the love of creation and inspiring others. Also through supporting and encouraging others, which can instantaneously be seen through the 'Art of the Trench' site where people come together.

Through supporting new musicians shows how truly the iconic brand believes in innovation. You can listen to there music right from their website. Encouraging a new generation to have their voice heard.

https://uk.burberry.com/acoustic/

In 1978, Burberry one of the first advertising campaigns was shot in

on a beach, by Lord Litchfield which was shot in Brighton.

Then following in 1998, Mario Testino shoots his first advertising campaign for Burberry, featuring the iconic Kate Moss. This established the long lasting relationship between Moss and Burberry.

Making Moss, an already iconic model linked with an iconic brand gives the overall impact a great sense of authenticity.

2012 in their Regent Street store, it became a place of the most digitally advanced brand experience ever. Where aspect of the Burberry World came to life in the physical environment. Where technology became a key aspect of customer relationships and a vital part of the experience in ordering a unique piece from Burberry. Through being able to make it specially adapted and unique. Not only this but the mirrors in this Burberry store were also interactive and came to life with history and design when it recognized a bar code of an item such as the code from a handbag when reflected in the mirror by a customer.This was a total change in dynamic with the use of technology in the high end luxury market.

In September 2009, Burberry moved it's Prorsum Women's wear S/S 2010 runway show all the way from Milan, where it had always previously been back to London. This was to celebrate 25th anniversary of London Fashion Week. The show was then available to be streamed globally, for all to share in the experience all for the first time.

The believe strongly in a sense of community, and waned to celebrate with all the wider audience. Burberry was the first brand to do this and not only stream it, but also in 3D.

Accessibility

Website

Investment

Art of the Trench

Burberry.com launched and it became available in 44 countries, whilst being displayed in 11 languages.

This helped to optimize the use on devices such as a iPad, iPhone and similar mobile devices. Through reaching a greater target audience allows them to broaden it's customer loyalty.

2004 came the launch of their website, which was transactional and made for the U.S. By the year of 2006 the UK launches its British site. This meant that consumers could then log onto the site and purchase clothing items from Burberry without even having to leave their house. Now days you can order and the collect it from in-store or it can come straight to your house. Often, it is packed in a fancy way in order to give the online customer the same feel as entering a store. They are always continuing to improve the standards of the online experience and always reference to it in there annual report.

November of 2015 was when Burberry decided to invest £50 Million in the new Trench Coat manufacturing facility based in Yorkshire. Re-establishing the power message of the Trench Coat being fully British.

Alongside this, recently they have had the idea for a 'festive film' in order to visually show the history of Burberry, right from the founder Thomas Burberry. 'The Tale of Thomas Burberry' is to show the great 160 years in the making and the different attributes that make up the brand today from determined to a pioneering spirit and famous invention of Gabardine.

2009 also was the start of the site 'Art of The Trench'. Here customer could post pictures of them wearing there trench coats and to create a community within their brand of customers with all the same love and view of Burberry. This became a vital social media platform for Burberry to keep interactive with its customers and to see the power of the iconic trench coat in real life. Essentially, a sharing platform for all things Burberry.

https://artofthetrench.burberry.com

http://www.burberryplc.com/documents/ar-13-14/burberry-annual-review-2013-14.pdf

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