As luxury shoppers get younger and younger, brands are identifying an important inflection point in their business life cycle. But very few have reacted as strategically as Burberry.
By appointing Riccardo Tisci as Chief Creative Officer in March, the brand made a bold statement about its future direction. Founded in 1856, Burberry drew on that heritage to launch a new logo that also signaled a pivot in style.
In September, Tisci announced Burberry would stop burning excess inventory and using fur, two common practices of traditional luxury. The brand’s social media posts around corporate social responsibility saw a 425% lift in engagement, further proving that both transparency and sustainability continue to resonate with younger demographics.
In the same month, the brand took a play from streetwear’s playbook, implementing 24-hour product releases to push urgency and exclusivity. These drops were implemented on Instagram (and WeChat in Asia), the platform where brands in Gartner L2’s Digital IQ Index: Fashion received 97% of all social media interactions in 2018. Among brands in the ranking, adoption of shoppable Instagram posts has risen 30% over last year, proving once again that Burberry has its finger on the market’s pulse.
To cross-promote the limited edition drop, Burberry collaborated with Highsnobiety, tapping into one of the most popular streetwear sites. The results were telling. Burberry received the second-most referral traffic to its site in 2018, only second to Gartner L2’s Digital IQ Index: Fashion leader Gucci.