Building Deeper Customer Connections - The Art of the Trench
"You have to be totally connected with everyone who touches your brand."
[The Burberry brand was democratic and fashion forward. No product better reflected this than the iconic trench, which over the course of its history had been worn by soldiers, royalty, celebrities, and the working class, each group wearing it with its own style and flair. In recognising this unique status of the trench that encompassed Burberry's brand pillars of democratic luxury, function, and modern classic style, the team was on to something. It also recognised that street style photography had become a hot trend, and worked well with the trench look. These two pieces came together in one big idea: why not leverage existing Burberry customers, who personify the brand, to generate content that appeals to them and to their peers?
With that revelation, the idea for the Art of the Trench campaign was born. The team envisioned a website where existing customers could share photos of themselves wearing their Burberry trench coats, giving them their '15 minutes of fame' as models on the site, and allowing other customers to admire their sense of style.
The Art of the Trench site was designed carefully to walk the fine line between appealing to Burberry's high-end customer base and also generating interest in the new youthful, aspirational future customer. For this reason, the campaign was designed as a standalone social media platform, instead of being hosted on an existing platform. This ensured Burberry had control over the look and feel of the site that existing platforms such as Facebook could not offer] - Business Today
The Art of the Trench was one of the many ways Burberry took control of its brand image and message after indiscriminate licensing led to poor associations with the brand and a loss of brand power. They focused on a new younger demographic that were digital savvy, and who they hoped would remain brand loyal for years to come.
Other ways in which Burberry created connections with this new demographic was though Burberry Acoustic, a platform for new British bands looking to get a break. Online, Burberry created Burberry Bespoke, which allows customers to design their own coat, which certainly speaks to youth and their desire to be unique. Lastly, targeting part of the demographic that may not yet be able to afford Burberry products, they launched Burberry Kiss, a collaboration with Google that allows users to kiss their touch screens and send their lip prints to loved ones—no purchase necessary. Through its innovative campaigns and openness in seeing digital as a way to touch its target audience, Burberry has been a staple model for others in the industry.
