Burberry believes that to be a great brand, it must also be a great company. Burberry constantly leverages the energy of its creative thinking culture for positive change, within its own organisation as well as in its business partnerships, wider community engagement and societal and environmental impact.
In other words, Burberry isn't just a fashion brand, it's also a creative force for good and for fostering creativity throughout the business world and society. And it has creatively revitalised the 159-year-old brand by using customer behaviour as the basis of its 21st century marketing.
Digital is, of course, a major element in Burberry's brand marketing. The CFO observes: 'We talk about the customer being agnostic, that’s how we think about digital versus mainline [sales]'. Customers can browse and shop as they choose, whether online or via mobile or in stores. Increasingly popular, click and collect (established in 2013) now accounts for 20% of Burberry's digital business. Being able to personalise Burberry sites for individual tastes and interests engaged customers in creative ways, as well.
Not only is Burberry embracing digital, it remains a solid presence in shopping centres and high streets worldwide, with 214 retail stores, 213 concessions, 57 outlets and 67 franchise stores. And it's a social media darling, with 1.7 million FB likes and 128,000 Pinterest followers.
