In the world of branding there is one thing that you can always count on; the desires of your consumer are ever-changing. In today’s economic climate the brands that survive are those that are so innovative that they meet the desires of their consumers before the individual even discovers their desire. As we prepare for the end of the 2011 year one of the many brands to position itself in this manor is Burberry.
During the past decade Burberry utilized the power of British celebrities to build a brand image of luxury, class and sophistication. While each of these words ignites positive associations, today’s consumer yearns for an innovative brand that promotes a savvy image. With this knowledge, the past year has brought us a true evolution of the Burberry culture. In February of this year they became the first ever retailer to provide a live stream of their runway show. From the center of London’s Piccadilly Circus to flagship stores throughout the world millions of viewers had the ability to watch the premier of the 2011 Fall Collection. Suddenly, the average consumer in the middle of America was privy to the same viewing party as Anna Wintour, the editor-in-chief of Vogue Magazine.
To luxury retail consumers this endeavor was more than a simple live video stream. It was an unheard of, powerful, thought-provoking move that Burberry used to let the world know they’re listening to consumers and they’re ready to meet our desires in ways we never thought possible.
As an avid consumer of all things fashion, Burberry tops my list as the most impressive retail brand of the year and has me yearning for more. Their visionary way of reaching consumers has reignited my affinity for the brand and faith that they will continue to provide an unparalleled retail experience.
Contributed by: Brandi Sheehan
