Download pdf
Analysis of Burberry's Marketing Strategy
- 1 University of Connecticut
* Author to whom correspondence should be addressed.
Abstract
Over the past decade, digital marketing has become essential to an organization's market-ing strategy. As a leader in the luxury market, Burberry's digital marketing is the core part of its operation. It has successfully adopted digital marketing strategies to attract the younger generation. As a form of online marketing, it has enabled Burberry to build its brand image and revolutionize the marketing industry. The brand's digital marketing is re-flected in its product design, campaign videos, creative content, and choice of marketing channels. This paper analyzes Burberry's digital marketing strategy and provides sugges-tions for the luxury industry based on Burberry's analysis.
Keywords
Burberry, digital marketing, growth strategy, brand image, co-branding
[1]. Kim, Soyoung, and Ma Jin Joo (2019) “A Study on the Digital Transformation Strategy of a Fashion Brand.” https://koreascience.kr/article/JAKO201932569394425.page
[2]. Hilary Milnes (2015) “How Burberry Became the Top Digital Luxury Brand.” https://digiday.com/marketing/burberry-became-top-digital-luxury-brand/.
[3]. Alexa Gustavsen (2022) “What Are the 8 Types of Digital Marketing?” https://www.snhu.edu/about-us/newsroom/business/types-of-digital-marketing.
[4]. Moore, C.M. and Birtwistle, G. (2004) "The Burberry business model: creating an international luxury fashion brand." https://doi.org/10.1108/09590550410546232
[5]. Michel Phan, Ricarda Thomas & Klaus Heine (2012) Social Media and Luxury Brand Management: The Case of
[6]. Bruno Godey and Aikaterini Manthiou et al. (2016) "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior." https://www.sciencedirect.com/science/article/pii/S0148296316304325?casa_token=n-JtIqfSMbQAAAAA:aUD52reH6Oz8oehFUwXrZ19lpa2wuoeBm0DjcUtebBIZTU_dwWsRp_Yk-d9H02UL5p9H8Mx2w
[7]. Ann Yang (2021) “Age Doesn't Limit Burberry's Digital Transformation.” https://medium.com/marketing-in-the-age-of-digital/age-doesnt-limit-burberry-s-digital-transformation-70d81204aa33.
Cite this article
Yan,Y. (2023). Analysis of Burberry's Marketing Strategy. Advances in Economics, Management and Political Sciences,17,241-245.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
Disclaimer/Publisher's Note
The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of EWA Publishing and/or the editor(s). EWA Publishing and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.
About volume
Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies
© 2024 by the author(s). Licensee EWA Publishing, Oxford, UK. This article is an open access article distributed under the terms and
conditions of the Creative Commons Attribution (CC BY) license. Authors who
publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons
Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this
series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published
version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial
publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and
during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See
Open access policy for details).