{"id":5285,"date":"2016-02-18T10:50:05","date_gmt":"2016-02-18T09:50:05","guid":{"rendered":"http:\/\/visionarymarketing.com\/en\/blog\/?p=5285"},"modified":"2024-02-22T17:15:59","modified_gmt":"2024-02-22T16:15:59","slug":"online-sales-burberry","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/en\/2016\/02\/18\/online-sales-burberry\/","title":{"rendered":"Online sales, fashion retail and digital: The Burberry case"},"content":{"rendered":"

What can we learn from Burberry in Fashion online\u00a0sales ?<\/i><\/span>\u00a0I recently <\/span>came across<\/span> a study done by <\/span>ContactLab<\/span><\/a> which reveals some amazing facts about Fashion Retail merging with Digital. <\/span>According to their study \u201cDigitally driven in-store sales already account for 1\/4 of retail revenues already. The study anticipates that by 2020, luxury brands will virtually know each of their client by name.<\/span><\/em><\/p>\n

Online sales, fashion retail and digital: The Burberry case<\/h2>\n
\"Online
What can we learn from Burberry in online sales, Fashion retail and digital?<\/span><\/em><\/figcaption><\/figure>\n

<\/p>\n

\"Fashion
Burberry case: Online Sales in luxury business<\/figcaption><\/figure>\n

They also state that separating digital and physical luxury will make no sense by then. In fact, the digital playground will grow to 50% of sales with pure e-commerce to represent 2 to 3 times the current levels.\u00a0<\/span>I found a surprising fact: for luxury brands, e-commerce <\/span>currently <\/span>drives 6% of their revenue <\/span>only<\/span>. D<\/span>igital is expected to drive about <\/span>40 percent of projected sales growth<\/span> in fashion retail from 2013 to 2020. So what\u2019s the secret here? Well, growth doesn\u2019t simply just mean increase in e-commerce sales. It\u2019s <\/span>also<\/span> about <\/span>Digital Transformation<\/span><\/a>.<\/span><\/p>\n

The online sales Burberry case:<\/h2>\n

One great example here is the British brand Burberry. <\/span>
\nBurberry <\/span>underwent a seven- year transformation from an underperforming, marginalized, over-licensed, decentralized brand<\/span><\/a>, to becoming <\/span>one of the most beloved<\/span> and valuable luxury brands in the world, tripling sales in five years.<\/span><\/p>\n

One year before Instagram, Burberry introduced the Art Of The Trench ( online forum for people to post photos of themselves and others wearing the company\u2019s coats). While competitors such as <\/span>Prada<\/span><\/a> and <\/span>Marc Jacobs<\/span><\/a> were still getting into online in 2010, <\/span>Burberry\u2019s customers could already<\/span>order clothes directly from its runway<\/span> shows as it streamed them live online.<\/span><\/p>\n

The brand is <\/span>embedding digital chips into products, which activate short films telling the story of its creation<\/span>, including sketches and runway clips. How amazing is that? When a consumer moves around the store, these chips react with mirrors causing them to turn into digital screens that<\/span>display further digital content<\/span>. I went to their signature <\/span>store<\/span> in London and saw this first hand. Very cool experience.<\/span><\/p>\n

Burberry also has a solid relationship with social <\/span>networks<\/span> including Facebook, <\/span>Twitter<\/span> and Google.\u00a0<\/span>Also, Burberry were <\/span>one of the first luxury brands<\/span> to use the social networking giant, <\/span>with the launch of their Facebook page in 2009.<\/span>
\nTwitter was one of the firsts to launch<\/span><\/a> its <\/span>click-to-buy button<\/span><\/a> with Burberry which allowed customers <\/span>to <\/span>buy a selection of nail <\/span>polish <\/span>colours worn by the models directly from a tweet. \u00a0\u00a0<\/span>Burberry also collaborated with Google with <\/span>Burberry Kisses<\/span><\/a>, allowing<\/span> users to kiss their touch screens and send their lip prints to loved ones. <\/span><\/p>\n

Burberry \u00a0also launched<\/span> a made-to-order catwalk and “smart personalisation” service<\/span><\/a>, whereby customers can order bespoke pieces straight from their fashion shows.<\/span><\/p>\n

Former Burberry CEO Angela Ahrendts, who now runs Apple\u2019s <\/span>retail and online operations <\/span><\/a>\u00a0said \u201cWalking through the doors is just like <\/span>walking into our website<\/span><\/a>.\u201d<\/span>
\nUnfortunately<\/span>, retail fashion brands <\/span>remain slow in building up their digital capabilities<\/span> . <\/span>There are notable exceptions, of course.<\/span><\/p>\n

\"Picture2\"
\nThe Fashion Retail market is also growing at relatively fast pace, especially in Asia. However, growth in developed countries such and USA, Australia and <\/span>Canada already may have reached it\u2019s peak<\/span>. \u00a0Thus, the race for customers in fashion retail is speeding up and apart from entering growing markets in Asia, fashion retailers will continue turning into digital to fully capture the market potential.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

What can we learn from Burberry in Fashion online\u00a0sales ?\u00a0I recently came across a study done by ContactLab which reveals some amazing facts about Fashion Retail merging with Digital. According to their study \u201cDigitally driven in-store sales already account for 1\/4 of retail revenues already. The study anticipates that by 2020, luxury brands will virtually …<\/p>\n","protected":false},"author":82,"featured_media":5296,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4070,5076],"tags":[],"class_list":["post-5285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-transformation","category-e-commerce"],"yoast_head":"\nOnline sales, fashion retail and digital: The Burberry case<\/title>\n<meta name=\"description\" content=\"Online sales: What can we learn from Burberry in Fashion retail?\u00a0I recently came across a studyabout Digitally driven in-store sales\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/en\/2016\/02\/18\/online-sales-burberry\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" 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