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Apple Dig Burberry Corner Stunned Fashion And Technology Industry

2013/12/12 11:04:00 149

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Boutique Brand Apple Burberry Alenz Technology Cook Facebook

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 October 15th, a news of personnel changes shocked the fashion and technology industries. < a > Apple < /a > announces the executive director of the Burberry, a > "Allen" /a "Angela" (Angela Ahrendts), will turn to Apple senior vice president next year, responsible for entity and network zero sale business, directly reporting to Apple CEO "less than", "Cook", and is also the first female member of Apple ten management center. 
Less than P, what Apple sees is the ability of Allen to make Burberry's new store. Elenz, a 53 year old senior woman, picked up Burberry's bar in 2006. During her seven years of helm, Burberry's profit from doubled from $1 billion 318 million in 2006 to $3 billion 200 million last year, and its share price also grew from $6.2 to the highest point of 26 US dollars. Burberry was the fastest growing luxury brand last year in the Interbrand, a brand evaluation agency. 
 but who can imagine that the old brand is facing a stagnation point when allentz took over Burberry. Not only is the product line complex, counterfeit products rampant, but also the young people can not resonate. After taking office, Elenz first recovered the over authorized product line, focused on the classic product windbreaker, and attacked the emerging markets in the Asia Pacific region, especially in China. 
 Elenz has been making great efforts to reform herself. She kept asking herself: what is it that we have and what they do not have compared with other a > boutique brand > /a? Where is the blank zone where no one goes in? The answer is coming out, that is digital technology. In the past, fashion brands were always passive in their use of technology, but she thought, "I have seen what happens to brands that do not keep up with digital changes, such as Kodak. 
 in the execution of all the boutique brands, allenz is undoubtedly the most daring to embrace technology. She was commended by the outside world as the Silicon Valley spirit of science and technology for the classic clothing industry. Burberry every publication is like a wonderful fashion show. As early as 2011, in the fashion show held in Beijing, Burberry used the technology of 3D projection to enable real and virtual models to collide with each other, and to make a spectacular spectacle. It was impossible to believe that the whole show only used six real models. 
 create seamless and consistent network experience /p >
 but for the Burberry set up in 1856, alenz also faces many challenges: how can you inject new life into a brand with 157 years of history without destroying its DNA? Finally, Elenz decided to give Burberry a new look with seamless, consistent and brand centered customers. 
 Elenz uses Facebook, Twitter, Instagram, YouTube and other social media to encirclement consumers with multiple channels and spanform loyal customers into loyal and loyal communities. Just under a > Facebook < /a >, Burberry has up to 16 million 650 thousand fans, and is the most popular fashion brand. 
 these social media not only convey the first-hand information of the brand, but also shoulder the responsibility of Burberry self operated media. As early as 2010, Burberry began to broadcast the fashion show instantly on the official website. Then Facebook and YouTube joined the live lineup. Burberry's spring and summer show shows 1 million of YouTube in 48 hours. 
 > at a > Twitter < /a > Instagram, we can see the scene of the fashion show, including red carpet interview, backstage photos and behind the scenes tidbits. Through the network instant rebroadcast, breaking the barriers that only the reporters and professional buyers can participate in the high-end fashion show, consumers can also experience all kinds of platforms, and the seats must be the front row. {page_break} 
 compared with design companies, we are the media content company, Burberry creative director Bailey (a > Christopher Bailey < /a), and think that a brand is not just about products, but about experience, which comes from the core of the community. Self media is not to weaken the role of traditional media, but to provide more channels for consumers to experience brands. In the Burberry marketing expenses, up to three of Chengdu spends on digital media. 
 Burberry is more daring to develop e-commerce, so that consumers can place orders through the official website at the end of the fashion show. Before the end of the publication, it will take six months to get the goods into the retail store, but the Burberry will shorten the time for the consumers to get the goods quickly to seven weeks. This will not only greatly enhance the exposure of the clothing show, but also enable the consumers to enjoy the pleasure of buying directly. 
Jenny Dyson, creative director of Pencil, P, said that this method is very smart and gives democratization experience without reducing the luxury status of the brand. But critics also said: LV (Louis Weedon) provides plush carpet for consumers, but Burberry provides them with a large computer screen. 
 this also echoes the long-standing concerns of the fashion industry. They are always worried that the development of e-commerce will weaken the rarity of the brand and the honorable feeling of on-site service. But Elenz thinks that fashion circles should keep pace with the new generation of consumers. They see what they like directly by downloading pictures instead of tearing them off from fashion magazines. 
 through the network tools, < a > Burberry < /a > not only uncovers the mystery of the fashion industry, but also successfully grabs the young people. 
Elenz P has done a lot of research on various markets, including emerging markets such as India, Latin America and China. The survey shows that the emerging luxury consumers are 25 years younger than the traditional Western luxury consumers. We decided to aim at the consumers of the millennial generation very early. Great companies must move as fast as consumers. Wherever consumers go, we have strategies to span different devices, platforms and channels. 
 the shopping experience of the shop with the combination of virtual and reality 
 Burberry opened last September at the flagship store at Regent Street, a consumer theater in London, which fully embodies the integration of digital and entity. The flagship store, which has been built for two years, covers an area of 2500 square meters, surrounded by 100 digital screens and 500 speakers, with the largest screen reaching 22 feet. These screens instantly broadcast the latest fashion show, and the figures of the models are constantly passing through every corner of the shop. 
 goods in the store are also marked with RFID labels. When the customer carries the merchandise through the interactive screen, the screen will automatically display the details of the product, such as the bag details or the raincoat lining, or the TV show at that time, stimulating the desire to buy. 
 as for the salesperson in the market, all of them are equipped with < a > iPad < /a >, which can not only display the appearance of the custom-made merchandise immediately, but also do not have the goods displayed in the shop. It also records the customers' purchase history and personal preference, so that the staff can find out the customers' favorite items faster. 
The ultimate goal of Burberry is to move the interactive experience on the Internet to the real world. This is a space defined by contrast. Bailey said: I sometimes describe Burberry as a young old company. It has an incredible history but has a very young spirit. Bailey's words, just like this flagship store, a 157 year old brand has created a very modern shopping experience in the 192 years old building. 
 by boldly trying new scientific and technological creativity, "a href=" http://sjfzxm.com/news/index_s.asp "alenz < /a" successfully Polish Burberry's 100 year signboard, not only making it more youthful and cool, but also inject new vitality into this classic brand, and let the classical grid go back to the consumer's mind again.