Burberry has had huge online success attracting more than 200,000 unique users generating 3mn page views since launching a new social network last week.
Under the leadership of Simon Gresham Jones, Burberry have launched a social network site “The Art of The Trench” where visitors are encouraged to upload pictures of themselves wearing a Burberry trench coat. The company hopes to expand on its existing Facebook presence which already boasts 700,000 followers by launching a Twitter account.
The idea behind the website is to allow visitors to share their photos and stories and interact.
Burberry’s digital spend was thought to be £27,000 in 2008, a mere 1.5% of its total £1.8mn spend. The company plans to expand this spend by 20% next year.
Katrin Magnussen, a senior analyst for Mintel covering fashion news believes that "Premium brands offer ambience and a great experience. Stores need to translate that onto a site.” Magnussen also felt that "It's so important for stores to be seen online because they're losing a massive number of customers if they neglect one of the channels. Customers expect a multi-channel experience."
These type of news articles bring cheer to us here at The WebMarketing Group. We’ve been building many brands’ online presence and recreating the luxury feel of designer clothes online for many years now. Our
social media optimisation (SMO) services are also now bringing additional visibility and direct results for many of our clients.
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