Burberry: The Charm Of Digital Pformation

Burberry online store can be regarded as a model of digital pformation of luxury brands.

Burberry did not belittle their online businesses: from small sunglasses to star favorite cloaks, all can be bought in Burberry's online store, but it still focuses on delivering a luxurious shopping experience.

This is not easy for luxury brands.

The pformation to digitalization is a great challenge.

The key to luxury is personalization, authenticity and material texture, which are difficult to communicate through virtual networks.

Burberry

On the front page, there are clear scrolling pictures showing all kinds of new products.

These pictures will be synchronized with the major magazines, and the new products and models will also appear in various shows.

This combination makes Burberry online store an interesting and creative platform.

The target has shifted to a younger consumer group.

Amy Gale, deputy planning director, said: "promoting the development of luxury goods from digitalization is a rare strategy. Unfortunately, only a few luxury brands are doing this.

We have realized the importance of interaction with consumers through digitalization.

The brand that achieves this will get greater success in this market. "

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In 2012, Coach, a luxury luxury brand, had worked with Tmall for a month to test water. After that, it rushed to close the store. Coach officials explained that Tmall flagship store was one of the 70th anniversary activities celebrating the establishment of the brand. The planned operation time was one month.

Three years later, in September 2015, Coach announced its return to Tmall and began its second business trip.

In April 2014, Burberry officially entered Tmall online mall and became the first luxury brand to open in China's B2C online store.

However, due to poor sales data, Burberry has also closed Tmall flagship store.

In April 2015, Chanel Chanel first entered the luxury electric business Net-a-Porter, selling high-end jewellery series CoCo Crush.

After months of trying, Chanel withdrew the product.

From trying business to closing, and coming back again, it is easy to see from the repeated exploration of luxury brands that they are still waiting for the electricity supplier.

And how to insert the cultural genes and mental consumption inherent in luxury attributes into the virtual platform such as the Internet, perhaps luxury brands still have a long way to go.