Every one knows that Burberry is running today one of the most clever digital strategy in the luxury brands’ industry. Thanks to a brilliant social media strategy, the brand has managed bringing luxury into the digital world. And it goes beyond with Burberry getting into music.
// When Music meets Luxury – the Burberry Case Study.
As Burberry Prorsum Spring Summer 2011 menswear “Défilé” will be live streamed tomorrow – June 19th, 3pm on Live.burberry.com – Burberry will launch its new musical initiative at the same time.
Burberry Acoustic and Runway to Reality is the name the brand has given to its new musical concept. The idea is brilliant: using both the live show and the website to promote emerging British very-talented bands! Christopher Bailey is giving a new face to the brand by creating this musical initiative. As he explains it “we have collaborated on so many projects with new and young emerging British bands over the years. We felt that with the great interaction that we have experienced with our social media website artoftrench* that we could collaborate with musicians and artists to put together an incredible group of ongoing acoustic sessions from some of the finest talent coming out of the UK and bring them to the broad global Burberry audience”.
This is just brilliant!
By getting into music, creating such an initiative, Burberry is going one step ahead becoming the first luxury brand to help promoting emerging musical bands. Doing so, the brand will associate his image to the young, trendy & rock’n roll generation, which will undoubtedly have an impact on the sales! How clever it is to bridge the gap often created by the luxury industry. Thanks to Burberry Acoustic and Runway to Reality, the brand is breaking the ice by touching everyone!
Let’s hope there will be more acoustic performance streamed on Live.burberry.com in the next months. Till then, a quick view of Life In Film. Great stuff!
* I do recommend you Luxurysocialmedia and if you want to read more about the artoftrench
June 21st, 2010 → 12:13 pm
[...] grand Merci à Kais et à Jean-François pour les [...]
June 27th, 2010 → 10:14 pm
[...] with British artists across multiple Burberry experiences through the attitude and energy of music (Read more about Burberry Acoustic). It is also to connect with the Gen Y and to reconnect with the proper British heritage and [...]