By Kayla Hutzler at Luxury Daily
“Obviously, Burberry is aiming at the youth segment and venturing pretty far from their more traditional consumer profile,” said Pam Danziger, president of Unity Marketing, Stephens, PA. “Time will tell if they are successful, but my take is they might regret creating confusion among their core customers,” she said.
The campaign is the brainchild of Burberry chief creative officer Christopher Bailey. Mario Testino, the Peruvian known to have immortalized Diana, Princess of Wales and later her elder son, shot the photos for the Burberry campaign. The campaign shows full length and portrait shots that take their cues from Burberry’s 1960s advertising. Such full-bore advertising is meant to draw attention to Burberry’s outerwear for fall/winter – the mainstay of its apparel business.
Cheer up – it’s Testino
The images and the featured talent will change each month throughout the fall/winter season. The first round of the campaign features musician Matthew Whitehouse, models Jourdan Dunn, Cara Delevigne and Jake Cooper with actress Amber Anderson. Six campaign photos display the brand’s outerwear such as coats, umbrellas, gloves and hats, as well as handbags. Complementing the photos is a campaign video that features the same products and cast
The fall/winter campaign is being pushed across social media sites, including Twitter, Facebook and YouTube, as well as on the company’s online store at http://www.burberry.com.
bonus video : Swinging Sixties
An email was sent to consumers on June 9 announcing the new campaign for Burberry Prorsum and linking consumers to Burberry’s Web site. The campaign photos went live on Facebook June 8, and are already liked by 205,887 people and commented on 772 times as of June 10.
The campaign video was released on Facebook on June 10 with 5,219 likes and 230 comments. Campaign material will also go across Burberry’s online, offline and in-store touch points. By using digital media technology, Burberry claims it has created an immersive and interactive global campaign for the first time.
In the trenches
The social media focus for the campaign comes as no surprise, given Burberry’s push towards digitalization. For example, the Burberry Art of the Trench Web site that launched in 2009 explains the history behind the Burberry trench coat and encourages viewers to share photos in their trench coats. Up until June, the page had 10.8 million views from more than 200 different countries, according to Burberry
Meanwhile, Burberry continues its digital push. For example, the brand broadcast the Autumn/Winter 2011 runway show in 3D along with livestreaming the show over the Web in 2D. Also, all of Burberry’s look-books are now solely available via tablet, where viewers can access a 360-degree look. Tablets are used in the store, along with plasma tile walls that repeatedly run promotional videos.
While it may be a good way to reach consumers on a global level,Unity Marketing’s Ms. Danziger wonders if this content is really reaching potential customers.The social media crowd tends to be a younger age group, and it is not entirely plausible to think that the social media fans have the means to purchase Burberry items, she said.
That said, Burberry is undeterred – and forward-looking.
The bright colors and young-looking models suggest that Burberry is attempting to attract a younger consumer and catch the next wave of customers. “The age-window of affluence is from 35 to 54 years of age, so that is the prime age for any luxe brand to target,” Ms. Danziger said.“I think the new Burberry line skews quite a bit younger,” she said.