Historical Strategies
The key moment for Burberry was the introduction of the Nova cage, which became the brand’s business card and increased its recognition. The Moon point introduced an equestrian knight in armor, shield, and banner bearing the inscription Prorsum as the company logo. Famous models who have collaborated with Burberry are Stella Tennant, Irina Shayk, and Kate Moss (Burberry, 2023).
Moreover, the brand has collaborated with celebrities such as Emma Watson and Cara Delevingne. Famous photographers who have shot for Burberry include Danko Steiner, Hugo Komte, Colin Dodgson, Peter Langer, and Letty Schmiterlow (Burberry, 2023). They are the authors of such well-known collections as Our Burberry Icons Collection, released for the anniversary, and Brit, a breakthrough in the history of women’s casual clothing (Burberry, 2023). The most famous images are from the Art of the Trench campaign, a photo album featuring fashionistas from around the world in Burberry trench coats.
Current Strategy
Styling
At the moment, Burberry’s styling is more casual, reflecting purely English culture and focusing on accessories, shoes, and bags (Song, Kim, and Lee, 2021). Burberry’s style is distinguished by its primness and restrained dark colors: black, blue, green, and brown.
Lighting
Photo lighting highlights accessories by directing rays of light directly at them and obscures other items of clothing (Yan, 2024). Moreover, the lighting draws attention to the details of the clothing, such as the belt, pockets, or zipper.
Photographer
Interacting with photographers is one of the brand’s ways to express an active social position. For example, as part of the #BurberryGeneration project, the pictures were taken by Ukrainian photographers Tanya Shcheglova and Roman Noven (The Impression, 2023). Anyone could join the project, regardless of location (Rees-Roberts, 2020). Therefore, Burberry not only works with well-known photographers but also seeks new solutions from less well-known photographers.
Models
In 2021, Naomi Campbell starred in clothes with a new monogram. In the same year, several stars starred with the new Burberry Olympia bag (The Impression, 2023). Among the invited celebrities were Kendall Jenner and singer FKA twigs (Kaolawanich et al., 2020). Thus, Burberry actively interacts with celebrities to give its products status.
Placement
The advertisement is appearing on social media and in well-known fashion magazines. The leading social platform is Instagram, where Burberry popularizes its products using hashtags (Burberry, 2023). Moreover, footage from the shoot, along with reports on photo shoots and fashion shows, is published in online and offline fashion and style magazines (Olteanu, 2020). Among them are Vogue, Cosmopolitan, Marie Claire, and Elle.
Focus
The brand focuses on above-the-line advertising because it is a luxury brand. According to its quality indicators, it is one of the best on the market. At the same time, Burberry’s premium products demonstrate their value to customers. In addition to performance, Burberry’s luxury products are distinguished by craftsmanship (Lee and Choi, 2022). The product’s exclusivity also indicates that the brand is above the line, establishing an intimate connection between the brand and the customer (Lee and Choi, 2022). Thanks to her, the buyer feels like the owner of a unique experience, for which he is ready to overpay.
Product & Corporate Advertisement
When advertising a Burberry product, the emphasis is on a single element. This is because the products are positioned as unique and exclusive (Ko, 2020). It is the products that create the brand name, and not the other way around, so product advertising is preferable for Burberry than corporate advertising.
Tableware Advertising Strategies
Dior
Dior has a Fashion House trend, Dior Maison, specializing in home furnishings. His advertising strategies are being launched in the release of the themed tableware (Wu, Zhang, and Zhou, 2021). One example is the Halloween-themed tableware collection (Dior, 2023). This collection includes ceramic pumpkins, black and transparent glasses, and glass and porcelain plates in the form of skeletons, which are symbols of the holiday.
Gucci
The advertising campaigns for GUCCI tableware reflect hypertrophied trends of modernity, and, looking closely, one can see trends that will actively develop in society (Goldstein and Carpenter, 2021). For example, traditional patterns can be seen on the dishes, demonstrating the struggle for self-identity and the preservation of the culture of small nations (GUCCI, 2023).
Prada
Prada is releasing its collection of to-go tableware. Among the brand’s dishes are water flasks, silver stacks, coffee cups, cutlery, and lunch boxes (Prada, 2023). This choice of tableware is accompanied by an advertising campaign based on the popular romanticization of everyday activities (Tseng, Huang, and Liu, 2021).
Engagement Rates
- Dior: 8 134/45 500 000 = 0.0 001 787 * 100 = 0. 01 787(Dior, 2023).
- GUCCI: 11 711/52 400 000 = 0.0 002 234 * 100 = 0.02 234 (GUCCI, 2023).
- Prada: 11 263/33 300 000 = 0.0 003 382 * 100 = 0. 03 382(Prada, 2023).
Reference List
Burberry (2023) Instagram.
Dior (2023) Instagram.
GUCCI (2023) Instagram.
Goldstein, G. A. and Carpenter, G. S. (2021) ‘Legitimately luxurious: Creating authentic luxury brands‘, Science Direct, 96(4), pp. 1–12.
Kaolawanich, R. et al. (2020) ‘A discussion of a luxury apparel brand strategy in an emerging market: Conceptual model with network perspectives’, Journal of Religion, Social, Cultural and Political Science, 27(3), pp. 58–72.
Ko, E. (2020) ‘Luxury brand advertising: Theory and practice‘, International Journal of Advertising, 39(6), pp. 757–760.
Lee, M. S. and Choi, S. Y. (2022) ‘How does Burberry infuse ‘freshness’ into classic trench coats?‘, International Journal of Costume and Fashion, 22(1), pp. 63–79.
Olteanu, L. (2020) ‘Rebranding strategies and their boomerang effect: The curious case of Burberry’, The Journal of World Intellectual Property, 23(12), pp. 777–797.
Prada (2023) Instagram.
Rees-Roberts, N. (2020) ‘After fashion film: Social video and brand content in the influencer economy‘, Journal of Visual Culture, 19(3), pp. 405–421.
Song, B. Y., Kim, Y. K. and Lee, K. H. (2021) ‘A study on the design and style of Burberry men’s wear through the replacement of creative directors‘, Journal of Fashion Business, 25(4), pp. 14–35.
The Impression (2023) Burberry spring 2023 ad campaign.
Tseng, T. H., Huang, H. H. and Liu, M. T. (2021) ‘Advertising does not always work for luxury brands: The influence of consumption contexts’, Journal of Consumer Behaviour, 20(5), pp. 1204–1215.
Wu, X., Zhang, F. and Zhou, Y. (2021) ‘Brand spillover as a marketing strategy‘, Management Science Journal, 68(7), pp. 232–244.
Yan, Y. (2024) ‘Comparative analysis of luxury brands-take Louis Vuitton and Burberry as examples‘, Advances in Economics, Business and Management Research, 24(7), pp. 285–292.