Luxury British retailer launches new Chicago flagship store, creates an immersive physical and digital event experience
Burberry Chief Creative Officer Christopher Bailey hosted an event last night to mark the opening of the brand’s second largest store in North America, located on Michigan Avenue in Chicago. The evening was a celebration of Chicago, showcasing the city’s creative community through the brand’s digital platform, Art of the Trench (founded in 2009). Images of Chicagoans wearing iconic trench coats were displayed throughout the store, the city and globally across Burberry social media sites including Twitter, Tumblr (now with 61,000 followers) and Google+.
Yesterday fashion photographer Mario Testino opened his first exhibition in China, titled “Private View.” The exhibition is open from June 7–27 at the Today Art Musuem in Beijing. Both Burberry, a longstanding collaborator with Testino, and Mercedes Benz, through its relationship with the museum, are supporting the exhibition.
Burberry’s Multi-Part Video Campaign For Fall Aims To Give Context To Their Brand’s Essence Digitally
Fashion brands and retailers have watched Burberry’s rise to digital greatness with envy and awe. Last week, the brand created a series of ‘story telling’ videos which aim to give context to the clothing and collection for the first time. According to Burberry, “it was the brand’s largest shoot production; approached on a cinematic scale.”
Luxury retailer Burberry debuts the first Burberry World Live – a live event concept which will tour cities globally including London, Hong Kong and Chicago later this year. “This is the first fully immersive 360? experience following it’s multi-sensory experience, tested in Beijing earlier last year, is the first to blur the physical and digital dimensions of the brand” said Christian Bailey.
It’s here, Google + for Business, and luxury retailer Burberry is the first one on board. Less than 24 hours hours after Google announced the launch of brand pages, Burberry is already in 3500+ circles. We’ve calculated that they acquired over 100 additions in 10 minutes this morning. Looks like brands are going to get what they wanted after all, with the SEO benefits baked right in. For those of you seeking a new business page, you can sign up here, but you’re going to have to wait as Google is strategically rolling out their availability.
Burberry isn’t the only fashion brand taking a holistic, cross-platform marketing approach to its online marketing. The lifestyle brand is now the first luxury brand to partner with Twitter in order to create an international, online “tweetwalk” show from London. The event also leverages Facebook, Chinese social networks Sina and Youku, Instagram, YouTube and an on demand live stream to distribute the content across the web simultaneously.
The writers and editrixes of FMM love luxury…moreover, we love the Brits at Burberry. Today, Burberry has allocated 60% of its marketing budget to digital mediums and the brands has embarked on it’s biggest digital fragrance launch to date with Burberry Body, it’s fragrance for women in over 150 countries.
Starting today, Burberry Facebook fans will be able to exclusively sample the new Burberry Body fragrance. Burberry has developed a bespoke application allowing exclusive sampling directly via the brand’s Facebook page. The app also features exclusive content that will be continuously updated as soon as new content becomes available. Burberry has over 7.6 million Facebook fans, the largest Facebook fan page of any luxury fashion brand.