New Campaign Builds Burberry's Digital Edge


Burberry, which has been staking out its claim as one of the most tech-savvy luxury brands around, has taken the wraps off a new ad campaign that allows users to get their digital hands on the clothing and accessories -- zooming, dragging and rotating the motion-responsive images in an innovative way. 

Users can select and control their perspective on the new campaign, showcasing the autumn/winter collection -- making the cast members move, for example, to see how a certain handbag or boots look in action.

This latest innovation comes just a week after another first for the London-based Burberry, which has been streaming all its fashion shows online since September 2009, and was the first to do so in 3D: It didn't just offer the Burberry Prorsum Spring Summer 2011 menswear show online, it also made the items in the show available to order during and immediately after the show.



In effect, that move creates a new selling platform, bringing runway to reality faster than other high-fashion brands can manage -- items ordered online are available for delivery within six to eight weeks, rather than the typical three to six months normally dictated by the fashion calendar.

It also used the men's show to launch a musical sideline, selling its first Burberry Acoustic track, "Alleyway" by Life in Film. The idea, the company says, stemmed from the success of another digital project, its "the art of the trench" Web site, and is intended to highlight the brand's commitment to emerging British artists in all media.

"We have collaborated on so many projects with new and young emerging British bands over the years," the company says in its release. "We felt that with the great interaction that we have experienced with our social media website, artofthetrench, that we could collaborate with musicians and artists, and bring them to the broad global Burberry audience."

Back in March, when it announced its most recent financial results, the company reported a 7% increase in sales as consumers renewed their appetite for luxury brands, and touted the success of its digital efforts: "Total marketing spend as a percentage of sales was held, with a larger proportion again shifted to digital marketing," it said at the time.

"Burberry's innovative digital initiatives are increasing brand awareness and reach, attracting new customers. Burberry now has over one million Facebook fans and its social media site, artofthetrench. com, has received over seven million page views since its launch in November 2009."

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