There hasn't been a post in a while because of the day job. Last weekend we attended the Baby Show in ExCel. Anyone who has experienced consumer exhibitions will realise and hopefully forgive why there hasn't been time to post.
Last week our 'brandlight' was the Burberry initiative that allows the consumer shop the catwalk from their mobile or in store and receive a personalised product made for them. The carefully crafted video beautifully explains the concept.
In the current financial climate it is important for luxury brands to reaffirm their brand standards and in particular focus on consumers experience so that it warrants the price tag; in this latest initiative Burberry has succeeded to achieve this.
Burberry have considered how to enhance customer experience in three ways. Firstly the brand builds on having a very strong and desirable product range. A Burberry bag or trench coat is a product that consumers will own for life. By offering a personalisation service Burberry are creating something unique for the consumer and a product that is even more desirable. Secondly the video footage showing how the bag or coat is made also validates the quality and personalised message behind the product and brand. Finally the use of mobile and in store technology is the perfect, forward-thinking mechanism to deliver the initiative. This in itself becomes an additional unique aspect of the experience for the consumer. The full customer journey has been personalised from ordering the product, the maunfacturing and finally to the end product.
In summary by focussing on a unique customer service, Burberry are successfully increasing the desirability of their brand and products so that it transcends the credit crunch.
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