Burberry Wants To Pform The Whole Brand With Technology.

Burberry, which has gained more and more stability in the field of digital marketing, has begun to benefit from the Internet world.

In the spring and summer of 2015, when the new handbag "Banner bag" was released, Burberry found that online sales were not as good as expected. By analyzing the users' data, it was learned that the posters were not attractive enough. After improvement, the sales volume of the handbag increased by 100%.

Most luxury brands have always been slow to respond to new technologies, but Burberry is an exception.

Whether it is working with social software Line for live fashion shows, or introducing RFID RFID technology in the store of Kerry Center in Shanghai, Burberry has made several attempts in the Internet digital field.

But all of these are more short-term public relations behaviors, and do not really change the whole brand in depth.

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But now

It seems that I intend to do something real.

In Burberry's recent global conference call, Christopher Bailey, group CEO and creative director, said it would further integrate online and offline activities related to consumer data and provide a critical reference for Burberry's strategic decision in the world.

"We will maintain the digital domain, including content and

The investment is to improve Burberry's decision-making ability and bring better service to consumers.

Christopher Bailey talked in the conference call.

Christopher Bailey says it is to develop a "Customer Value Management (CVM)" and to plan the brand development more specifically on the basis of data analysis on consumer behavior.

Although the CVM project is still a general framework, according to Christopher's concept, Burberry consumers can participate in all aspects of product design, sales channels, marketing activities and so on.

To put it simply, in the future, you can suggest details of the new waterproof windbreaker on the website of Burberry, and you can also enjoy the cashmere scarves similar to those printed with the word "Fu". These feedback from consumers will have an impact on brand decision after Burberry.

"The core of offline retail development is the effective use of data. We hope that users can help us move forward together."

Burberry chief customer officer Steve Sacks said.

Next, Burberry will further increase its cooperation with the three party websites such as Amazon and Harold (Harrods), and continue to make more digital marketing attempts with social media such as Facebook, Twitter, Instagram, Snapchat and so on.