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Burberryassignment 180527165019
Burberryassignment 180527165019
IDENTITY PRISM
• High quality;
• Gabardine; • Classic;
• Beige; • Timeless;
• Check pattern; PHYSIQUE PERSONALITY • Sophisticated;
• Iconic trench coat; • Prestigious
• Practicality
• Authentic British
heritage;
• Digital; • Pioneering spirit;
• Personalised; RELATIONSHIP CULTURE • Reinvention based
• Intimate on tradition;
• Social;
• Responsibility
• Exclusive;
• High social status;
• Elite;
• Elegant; REFLECTION SELF-IMAGE • Successful;
• Classy
• Smart
PHYSIQUE
• SOCIAL
Big Data and Artificial Intelligence allow
to deliver a tailored shopping experience.
Data is collected through loyalty and
reward programs and is used to offer
personalized recommendations, online
and in store.
Burberry’s trench coat has been worn by many explorers and aviators. During the First World War,
Burberry provided apparel and equipment to the Armed Forces.
In 1964, Burberry was the official outerwear supplier for the British women’s Olympic team who
participated in the Tokyo Olympics.
1974 1990 A/W 2000 F/W 2007 S/S 2012 F/W 2012
S/S 2013 F/W 2013 S/S 2014 S/S 2015 S/S 2018
CULTURE - SOCIAL
“Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive
outerwear heritage. Everybody has a different story related to their coat – I love the idea that people from all over the
world can share those stories and images with each other. – C. Bailey, Burberry’s president and CCO and former CEO
CULTURE - RESPONSIBILITY
• First luxury brand to join the Ethical Trading Initiative, a leading alliance of
companies, trade unions and NGOs that promotes respect for workers' rights
around the globe.
• Sourcing of all products and raw materials from suppliers that are governed by the
highest animal welfare and environmental standards.
• Burberry donates 1% of Group adjusted profit before tax to charitable causes and
has donated more than £22 million, since 2010: for example, it supports emerging
creative talent through the Burberry Design Scholarship at the Royal College of Art
in London and sponsors an apprenticeship programme at the British Fashion Council.
REFLECTION
ELEGANT
CLASSY
SELF-IMAGE
EXCLUSIVE SUCCESSFUL
ELITE SMART
2. ARTIFICATION HIERARCHY
BREADTH OF ENGAGEMENT
SPONSORING OF SPECIFIC ARTISTS’ EXHIBITION
Burberry tapped 26-year-old artist Luke Burberry collaborated with Burberry partnered with the Burberry tapped 20-year-
Edward Hall to contribute to its A/W the Henry Moore Foundation British artist Danny Sangra who old artist Blondey McCoy
2016 advertising campaign. Hall’s hand for its 2017 S/S collection painted over their archive of old for a series of three outdoor
inspired by the 20th century advertising, took over their murals to be displayed
drawn illustrations were combined with
Britain’s greatest sculptor’s snapchat for their show, designed during the holiday season
photographs by Mario Testino
work 30 limited edition Doodle tote in downtown Manhattan.
bags and participated in a world
tour of live events in their stores
in NY, Tokyo, Seoul, Beijing &
London.
CREATING ONE’S OWN BRAND EXHIBITIONS
Burberry presented The Cape Reimagined at 2017-2018 Here we are, exhibition of British
Masterpiece, London: an exhibition of 78 photography celebrating the Burberry September
limited-edition, made-to-order handmade 2017 collection, in London, Hong Kong and Paris.
couture capes. The capes first appeared as the ‘Here We Are’ brings together the work of over 30 of
finale of Burberry’s February 2017 show, and the 20th century’s most celebrated social and
were displayed as part of the Henry Moore: documentary photographers
Inspiration & Process exhibition.
ESTABLISHING ART PRIZES
Hepworth Prize for Sculpture - The Burberry Design competition The Britannia award for Breakthrough Brits, in partnership
The award recognises a British or in partnership with the British British Artist of the Year with Burberry showcases and
UK-based artist of any age, at Fashion Council allows students to sponsored by Burberry supports the next generation of
any stage in their career, who has explore the idea of cross-industry pays tribute to a talented British creative talent in film,
made a significant contribution to collaborations. The first prize is an British artist whose television and games. Each year, up
the development of contemporary award of £2,000 and a three month outstanding performances to 20 talented newcomers are
sculpture. placement at Burberry, while the have demonstrated the selected by a stellar industry Jury to
top two runners up receive a three high quality of their take part in a year-long mentoring
month placement with the Burberry craftsmanship. and guidance programme.
design team.
REFERENCES
https://www.burberryplc.com
https://brandburberry.wordpress.com/
http://retail-innovation.com/burberry-regent-street
The Amazing Ways Burberry Is Using Artificial Intelligence And Big Data To Drive Success, 2017 by Bernard Marr on Forbes.com
How Burberry became the top digital luxury brand, 2015 BY HILARY MILNES
https://www.henry-moore.org/whats-on/2017/02/21/henry-moore-inspiration-process
http://www.telegraph.co.uk/luxury/design/burberry-and-the-new-craftsmen-launch-immersive-fashion-and-craf/
http://www.telegraph.co.uk/luxury/womens-style/new-burberry-campaign-celebrates-the-best-of-british-featuring-e/
https://www.wallpaper.com/fashion/burberry-makers-house-exhibition-marries-henry-moore-sculpture-with-fashion
http://www.dannysangra.com/Burberry
http://wwd.com/eye/people/burberry-blondey-mccoy-nyc-holiday-murals-11048578/
http://www.telegraph.co.uk/luxury/womens-style/burberry-presents-cape-reimagined-masterpiece-london/
https://hepworthwakefield.org/whats-on/the-hepworth-prize-for-sculpture/
http://www.britishfashioncouncil.com/pressreleases/-BFC-Education-Programme
http://www.bafta.org/los-angeles/britannia-awards/burberry-award-sponsor
http://www.bafta.org/supporting-talent/breakthrough-brits