Social Media Strategy: Rebranding Heritage At Burberry

Social Media Strategy: Rebranding Heritage At Burberry

Classic, elegant and quintessentially British, Burberry’s latest reinvention made many take notice thanks to a powerful social media strategy. In only several weeks, Burberry ushered in a new logo, monogram, and their bi-annual fashion shows—often the highlight of London Fashion Week and known for their live performances—were drastically pared down. Social Media Strategy And Brand Cornerstones The New Burberry Prior to Tisci’s first show, Burberry’s branding underwent a facelift by famed graphic designer Peter Saville. It was the first time in 20 years that Burberry had introduced a new logo. Launched on IGTV four days before Tisci’s big show, the no-frills film has garnered over 64,000 views. Burberry further edited the footage and released shorter snippets to their Instagram Story, feed, YouTube channel, and Twitter feed—generating an additional 200,000 views. Instagram Shopping: Limited Edition Products To commemorate their new look, and draw further buzz and sales, Burberry launched limited edition products that featured the new #ThomasBurberryMonogram. As you can see below, during the launch of their new #ThomasBurberryMonogram, Burberry posted images of their new print for 14 days. Not only does this result in an impactful Instagram grid and prevents from your messaging from being diluted due to Instagram’s algorithm, it also allows for your message to fully penetrate with followers as they’ll potentially see similar posts multiple times within a short timeframe. Despite marketing a range of luxury products, thanks to Tisci’s arrival, Burberry’s approach across social media remains pared down and minimalist, giving all brands hope that they too can have major impact just by sticking with the basics.

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Classic, elegant and quintessentially British, Burberry’s latest reinvention made many take notice thanks to a powerful social media strategy.

In 2018, after years of slumping sales, the iconic British fashion label waved goodbye to its longtime creative director-turned-CEO, Christopher Bailey, and ushered in a new leader, whose bold reputation precedes him.

Upon welcoming Riccardo Tisci as Chief Creative Officer, Burberry underwent a significant makeover in more ways than one.

In only several weeks, Burberry ushered in a new logo, monogram, and their bi-annual fashion shows—often the highlight of London Fashion Week and known for their live performances—were drastically pared down.

A new era of Burberry is upon us, and nowhere is this more evident than on social media, where the brand weaves their heritage and contemporary character across Instagram, Twitter, Pinterest, and Youtube seamlessly.

What You’ll Find In This Post:

About Burberry

Burberry Social Media Strategy
Burberry

Founded in 1856 by Thomas Burberry, the luxury fashion label is synonymous with classic British style and is most famous for its trench coat and iconic plaid.

Today, in a time where fast-fashion dominates Instagram, Burberry’s clothing remains as iconic as ever.

In recent years, the brand has become well-known for their runway presentations, which draw the likes of Britain’s most famous faces to their front row.

And as most brands hesitated to embrace the digital space, Burberry spearheaded the move, by spending just as much in the digital and social media space as they did on traditional advertising.

Online, the brand previously leveraged its connections with famous British icons, such as Naomi Campbell, Cara Delevingne, Andy Murray, James Bay, and Rosie Huntington-Whiteley to name a few, via engaging content such as makeup tutorials, viral fashion films and music videos.

Social Media Strategy And Brand Cornerstones

The New Burberry

Prior to Tisci’s first show, Burberry’s branding underwent a facelift by famed graphic designer Peter Saville.

It was the first time in 20 years that Burberry had introduced a new logo.

And while many traditionalists criticized the new sans serif branding, Burberry ensured its connection to the past by sharing brainstorming emails between Tisci and Saville to social media.

Burberry Social Media Strategy - Sked

The new logo and monogram were revealed one month before the Spring/Summer 2019 show, allowing ample time for the potential backlash to die down and to tease further brand components before September 17.

Burberry Social Media Strategy - Sked
Burberry

Over on Instagram Story, Burberry translated the email into a video by filming the printed conversation being photocopied. A simple yet effective way to stop Story viewers in their tracks.

Burberry Email Social Media Strategy
Burberry

Heritage-Charged Hashtags

The minimalist and forward-thinking revamp of a heritage brand was bound to draw controversy on many fronts.

With a new Italian COO—in a Brexit-charged climate—and a non-traditional logo, Burberry tempered backlash by introducing content hashtags #ThomasBurberryMonogram and #BurberryHeritage that were used alongside…

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