Burberry, a British heritage brand synonymous with luxury and sophistication, has navigated the ever-evolving fashion landscape with a complex and often shifting brand strategy. While the main Burberry brand maintains its core identity, the sub-brand Burberry Brit, launched in 2001, aimed for a younger, more accessible market. This article will delve into the brand strategy employed by Burberry Brit, analyzing its successes and failures, and examining the broader implications for Burberry's overall marketing approach. We will explore various aspects of their marketing, including their overall brand strategy, upmarket strategy (in contrast to Brit's target), promotional strategies, luxury marketing strategies, fashion marketing strategies, specific marketing campaign examples, and influencer marketing strategies.
Burberry Brand Marketing Strategy: A Foundation of Heritage and Modernity
Burberry's overall brand marketing strategy hinges on a delicate balance between preserving its rich heritage and appealing to a contemporary audience. The brand leverages its history—the iconic trench coat, the check pattern—as pillars of its identity, associating itself with timeless elegance and British tradition. This legacy provides a strong foundation for luxury positioning. However, Burberry hasn't rested on its laurels. They’ve consistently adapted their marketing to reflect current trends and consumer preferences, demonstrating a sophisticated understanding of the luxury market's dynamism. This strategic duality is crucial to understanding the context of Burberry Brit's existence.
Burberry Upmarket Strategy: Maintaining Exclusivity
Burberry's core brand strategy prioritizes maintaining its upmarket position. This involves carefully controlling distribution channels, focusing on high-quality materials and craftsmanship, and cultivating an aura of exclusivity. High price points, limited-edition collections, and strategic collaborations with high-profile artists and designers all contribute to this image. This upmarket strategy is fundamentally different from the approach taken with Burberry Brit.
Burberry Brit's Brand Strategy: Targeting a Younger Demographic
Burberry Brit was conceived as a bridge between the core brand's luxury positioning and a younger, more fashion-conscious consumer base. The strategy aimed to capture a broader market segment without compromising the overall brand image. Brit offered a more casual, accessible aesthetic, utilizing contemporary designs and more affordable price points compared to the main line. This strategy involved:
* Modernized Aesthetics: Brit's designs were less formal and more playful than the main Burberry line. They incorporated trendier styles and silhouettes, appealing to a younger audience less interested in classic, traditional pieces.
* Lower Price Points: The pricing strategy for Brit was significantly lower than the main line, making the products more accessible to a wider range of consumers. This accessibility was a crucial element of the strategy's success in reaching a younger market.
* Differentiated Marketing: Burberry used distinct marketing campaigns for Brit, tailoring the messaging and imagery to resonate with its target demographic. This involved using different channels and employing a more energetic and youthful tone.
Burberry Promotional Strategy: A Multi-Channel Approach
Burberry's overall promotional strategy, encompassing both the main line and Brit, utilizes a multi-channel approach, leveraging print advertising, digital marketing, social media, and celebrity endorsements. For Brit, the emphasis was on digital platforms and social media, reflecting the preferences of its target audience. This included:
* Social Media Marketing: Burberry Brit's social media presence was designed to be engaging and interactive, fostering a sense of community among its followers. They used targeted advertising to reach specific demographics on platforms like Instagram and Facebook.
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