BURBERRY

A social media case study about

the 156 year-old brand with a
distinctly British attitude.

J412SSM, Winter 2013

Leah Kennedy
Austin Powe
Kalie Wilburn

1
 CONTENTS
3 Total overview chart
4 Twitter and Facebook audit
6 Audit report
8 Who’s mentioning Burberry online? Examples
10 Monitoring Report
13 SWOT Analysis
14 A new social media plan
17 Timeline for new social media plan
18 Appendix: Pinterest board rebrand
19 Appendix: Example of YouTube episode
21 Conclusion

2
 Main Account
linkedin.com/company/burberry
49,863 connections
Burberry is an iconic British brand
synonymous with innovation and
craftsmanship. Based in London under
the direction of CEO Angela Ahrendts
and CCO Christopher Bailey, the brand
has a global reputation for pioneering
design and fabrics. Established in
1856 by British inventor Thomas
Burberry, the brand has a history of
innovation and discovery. Chosen
by the great explorers of the day
including Shackleton, Amundsen
and the transatlantic aviators Alcock
and Brown, Burberry has become
defined by its authentic outerwear
heritage and the iconic trench coat.
Today, the brand operates over 450
stores, employs nearly 10,000 staff
in 31 countries worldwide with 92
different nationalities. Burberry is a
FTSE 100 company with annual sales
of over £1.5 billion. The business
is driven by design, marketing and
retail-led strategies with a digital focus
and a global reach. With a very clear
vision and a distinctive set of values,
Burberry consistently stays ahead
of trends. By exploring unique brand
innovations such as Burberry Acoustic,
Art of the Trench and fully immersive
runway shows, Burberry continues to
connect heritage with cutting-edge
technology and digital media. Burberry
currently has over 14 million followers
on Facebook, over 1.5 million followers
on Twitter and has had more than 21
million video views on the Burberry
YouTube channel.

Main Account
youtube.com/burberry
Main Account 56,834 subscribers
twitter.com/burberry Official YouTube channel for Burberry,
1,620,750 followers the 156 year-old brand with a distinctly
British attitude.
Burberry Chief Creative Officer
Christopher Bailey tweeting from the @
Burberry account in the run up to the A/
W13 Womenswear show - Monday 4pm
London time
Main Account
pinterest.com/burberry
36,536 followers
Official Pinterest account for Burberry,
Customer Service the 156 year-old brand with a distinctly
British attitude.
twitter.com/burberryservice
1,822 followers
The official Burberry Customer Service Main Account
Twitter account, available 24 hours a day,
7 days a week. instagram.com/burberry
673,293 followers
Main Account A 156 year-old global brand with a
distinctly British attitude.

Main Account plus.google.com/+burberry

2,131,481 subscribers
facebook.com/burberry Burberry is a 156 year-old global
brand with a distinctly British attitude
14,778,240 likes - synonymous with luxury, quality,
Burberry is a 156 year-old global brand innovation and timeless style, anchored
with a distinctly British attitude. by the iconic trench coat. Under the
creative vision of Christopher Bailey, the
3
Chief Creative Officer of Burberry, every
aspect of the brand has evolved with a
modern and pure expression that retains
the original values and heritage of the
house, founded in 1856.
 TWITTER
twitter.com/burberry
1,620,750 followers

The images used on the Twitter page are consistent with the brand and its
messaging elsewhere, but using the same image for the header and the
background is redundant. This is an opportunity for the brand to share more
of its work, and Burberry is not using this opportunity. The use of the charging
knight logo for the profile picture is smart and shows consistency.

Those visiting the Twitter page may not grasp all that Burberry is as a brand
just by seeing the images. The pictures are limiting, though they offer brand
recognition for those familiar with the iconic trench coat and the logo.

Burberry follows 152 other Twitter accounts. It follows Burberry Acoustic

artists, all of the international Burberry Twitter accounts, and many other
fashion outlets. (For example, Vogue and Harper’s Bazaar.) It is consistent in
the way that it does not follow random customers and everyone who follows
Burberry. There are clear rules in place about who to follow.

Burberry tweets multiple times per day, usually between 2 and 10 times.

Hashtags are used sparingly. Only hashtags that relate to events are allowed.

The majority of tweets are short updates posted by Chief Creative Officer
Christopher Bailey. These are updates about upcoming events as well as
updates about collections and new pieces. The tweets usually include a
pictures, and the brand has started using vine.com for short looping video
clips.

In addition to the main Burberry Twitter account, the brand also has 11
international accounts, such as Burberry Australia or Burberry Turkey, in
addition to a customer service account. The international accounts have a
range in the number of followers. All are over 10,000 followers, but none are
close to the 1.6 million the main account has. The Customer Service account
is the least popular and is the least utilized.

4
 FA C E B O O K
facebook.com/burberry
14,778,526 likes / 96,121 talking about this / 28,266 were here
Burberry uses a lot of images to make the generic facebook layout pop.
This also makes its page resemble the brand. (Specifically, the Burberry tartan seen
on its menswear.)

The facebook profile picture is the Burberry logo, just like the rest of
Burberry’s social media presences. This is important because the logo isn’t
necessarily iconic in the same way as the Chanel interlocking Cs or Yves Saint-
Laurent’s YSL logo.

The cover photo is a close-up of the most well recognized Burberry product.
The photo shows a button being sewn onto a Burberry trench coat, showing the
attention to detail and quality that Burberry represents.
Both of these images show that Burberry is and always will be a classic.
They demonstrate Burberry’s dedication to its core brand concepts and that it still
cares about the products that have rocketed it to the top of the fashion world. 
The appearance of Burberry’s Facebook timeline displays the company’s
dedication to its classic pieces, in addition to its newer work. The timeline celebrates
what brought Burberry success in the first place and shows that the brand is
consistent without being outdated.

Burberry only has one interest on Facebook: Burberry Acoustic. This

is a collaboration between the designer label and British artists who have been
selected by Burberry Chief Creative Officer Christopher Bailey. Essentially, it’s a
way for Burberry to join another creative avenue and bring the Burberry audience
something else they will appreciate as much as the Burberry products. It shows that
the brand is in tune with its audience and what their interests may be. Other than
that, the only other tabs on the Facebook page are just photos, videos, and likes.

Burberry posts on its Facebook page almost every day, an average of 5

posts per week. The engagement ratio is less than 1%, or .0065 The majority of the
posts center around three things: (1) upcoming collections (2) new ad campaigns
for collections and (3) upcoming events. A few of their posts are about new releases
or performances by Burberry Acoustic artists. All of their posts have a photo or video
attached, making the page very visual. The posts with the most “likes” are those
that offer new/exclusive information, such as one announcing a live Facebook
stream of the Burberry runway show debuting its 2013 Fall Collection.
5

BURBERRY
SOCIAL MEDIA
AUDIT
Burberry’s social media pages represent a brand that
understands and is committed to preserving its roots.
Across all channels Burberry stays consistent with its
images and information. Although this helps solidify the brand,
it can become stale if done in infinite repetition. The majority
of what Burberry shares revolves around its products, when
new collections will be released, and upcoming Burberry
events or brand appearances.
The Burberry YouTube and Facebook pages have more
content about Burberry’s music partnerships through the
Burberry Acoustics program than about the actual clothing
line. This transforms these channels into something to enjoy
as a tangent to the Burberry brand. These pages do not post
promotions or links to outside content on any media channels
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with the exception of posting links to Burberry’s own photos
and videos.
Every social media account for Burberry is up-to-date and
utilized regularly, except for the Customer Service Twitter
account. The Burberry Service Twitter account is designed
to interface with customers about issues they have, but it
is not utilized often. It appears from the lack of posts that
either Burberry does not encounter major customer service
issues that they can post proactively about, or that regardless
of issues it only reacts to customers who reach out to the
Customer Service account first.
None of the Burberry social media accounts seem to follow
a specific timeline for tweets or requirements for how many
posts should occur each day or week. With this being said,
Burberry posts on all of its accounts regularly. The accounts
post more around big events or the release of new collections,
but there are also weeks on Twitter and Facebook with only
5 - 8 posts. Subscriber/follower participation is consistent,
though not completely regular.
Burberry does a good job of capturing the core of its
brand on social media. It uses consistent images and bio
information across all channels, and these images and short
descriptions are rooted in the brand’s history and iconic
pieces that gave Burberry its start. However, because it uses
the same images and messages across all social media
channels, and because the brand only tweets about itself
 rather than starting conversations or sharing insights, its
social media personality is slowly becoming stale. The images
it shares of the new Burberry collections are gorgeously shot
and fun to look at, but are exactly the same images with
the same captions shared on Facebook, Twitter, Instagram,
Google+, and YouTube. The Burberry Acoustic project helps
break this up from time to time, but it does not post content
as frequently.
Essentially, Burberry’s social media message is simple:
WE MAKE STYLISH
CLOTHES VERY WELL.
From what has been discussed above, one can see how
this gets redundant. Because its posts revolve solely around
Burberry rather than engaging with the community, Burberry
says the same thing over and over again: “We make clothes.
We have a new collection of our clothes. This collection is
being released this day. You should watch this video of the
release of these new clothes. We are styling a model who
is wearing our new clothes.” It is nice that the pages do not
spend time shoving sales and special promotions in their
followers’ faces (which would ring with desperate cries of
“Please buy our clothes in this down economy!”) but Burberry
cannot solely rely on telling people about its clothes and how
to style them.
7
Consistency in branding is vital to any company. Burberry’s
social media is nothing if not consistent, and that plays in
its favor. The number of followers the international Burberry
Twitter accounts have shows that the brand has successfully
segmented itself into different markets, and the number of
“likes” and comments received on Facebook and Instagram
shows that followers are interested in seeing photos of
upcoming collections.
Unfortunately, the numbers over time tell a different story:
the Facebook statistics show that there has been a visible
flattening of Burberry’s popularity on social media. Because
Burberry posts so frequently and the content revolves around
the same narrow topics, the audience interest in the post has
plateaued. Research has shown that many people follow
brands on social media in order to gain insider information,
or to get early news directly from the company. The audience
wants to be able to engage with the brand, such as being
able to ask questions or make requests. Very few people are
engaging with Burberry on any of its media channels other
than simply liking posts on Facebook.
Though the numbers are impressive, Burberry’s lack of
diversity in its social media messages will hurt the brand in
the long term.
 WHO’S MENTIONING
BURBERRY
ONLINE?

4. Tweet by Burberry fan.

Twitter.com/SalamiWale

1. A blog post by Branding Magazine

about the new Burberry “Runway Made
to Order” program.

BrandingMagazine.com

3. A blog post by Jack Morton, a blog

about brand strategies, about how
Burberry is doing an excellent job in-
store embracing the future.

Blog.JackMorton.com

5. A blog post on Wordscover, a student

2. Facebook status by singer Misty Miller
about being featured in a Burberry
culture website, about the history
behind and how to style the iconic
Fashion show soundtrack. Burberry trench.

Facebook.com/MistyMillerMusic Wordscover.com
8
 6. Tweet about a new Burberry product by
a fan.

Twitter.com/DailyLocalNews

9. An outfit focused around a Burberry

trench posted by an amateur fashionisto
on the fashion website Lookbook.

http://lookbook.nu/christoph

8. A discussion of Burberry models on

Yahoo! Answers.

http://answers.yahoo.com/question/
index?qid=20130304083947AAGPgP6

10. A Burberry trench-focused photobooth

picture by a fan, posted on her flickr.

http://www.flickr.com/photos/say_
7. Instagram photo from a fan of a vintage
Burberry jacket. Lots of hashtags. fromage_photo_booths/8494629411/

Instagram.com/Emmevigi

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 LISTENING
& MONITORING REPORT
PURPOSE
Burberry is a designer fashion label that started in Britain
in 1856 and carries on the tradition of classic and classy
British fashion in its clothing today. Its iconic plaid pattern
and trenchcoats that first made the brand popular are still
part of the collections today. When Burberry puts out a new
collection, takes risks with its advertising, or has a celebrity
wearing Burberry on the red carpet, the Burberry social
media team needs to monitor the conversations. The goal is
to ensure that the brand is still respected and seen as classic
without being considered old and boring, and to ensure that
Burberry does not confuse customers by straying too far from
its core values.
10
METHODOLOGY
In order to conduct our research on the current social
media practices of Burberry, we set up monitoring dashboards
on sites like Netvibes.com to listen to the conversations
web users were having about Burberry. These dashboards
allowed us to oversee the discussions around Burberry, its
products, and members of the company. Over the course of
four weeks, we tracked the conversations regarding Burberry
on social sites like Twitter, Instagram and Flickr, forums like
WikiAnswers and Yahoo! Answers, and personal blogs of the
fashion-minded. Despite the thousands of results, we chose
to focus on those that came from non-mainstream media
outlets and personal social networking accounts, to ensure
the credibility of our sources.

TWITTER
Burberry’s presence on Twitter
exists largely in users tweeting
about their recent Burberry
purchases or outfits that include
Burberry pieces. These tweets
often include photos of the users
and their Burberry items. The
most-tweeted about articles of
clothing were the iconic Burberry
trench coat, followed by tweets
about Burberry accessories like
watches and handbags. Users
use the hashtags #burberry,
#burberryprorsum or #prorsum to
categorize their tweets within the
brand. Following Burberry’s show
at New York Fashion Week, during
which it unveiled their collection for
Fall 2013, the Twitter conversation
around the brand shifted their
focus to the looks, music and
models featured on the Burberry
runway.
11
BLOGS
In contrast to Burberry’s
Twitter presence, we found the
online conversation surrounding
Burberry within blogs to be focused
on Burberry as a brand, rather
than individual pieces or aspects
of the brand. Bloggers wrote about
the history of the brand, its legacy,
and new changes within the brand
that were not specific to clothing.
While one blog post was centered
around Burberry’s iconic trench
coat, the post stuck to describing
its contributions to the overall
success of the brand, rather than
the actual properties of the coat
itself. Most posts we monitored
served as commentary to recent
changes made in Burberry’s stores
and merchandise.
WIKIS & FLICKR &
FORUMS I N S TAG R A M
The most diverse content of
Burberry’s social media presence
Online forums, such as
lies in sites like Flickr, and apps
WikiAnswers or Yahoo! Answers,
like Instagram. These photo-
proved to be an interesting place
based social networking sites are
for internet users to discuss
overflowing with images tagged
Burberry. Users posed questions
as “Burberry.” Most images
to the general public, ranging
were of users in their Burberry
from as broad as “Do Burberry
outfits, shopping for Burberry
watches have a long battery life,”
merchandise, or attending
to more specific questions that
New York Fashion Week. Many
would ask which Burberry models
photos were also less focused on
best represented the label. Some
Burberry clothes and accessories,
questions would not have any
and more the iconic pieces that
responses, or answers, while
have contributed to the notion of
others would have upwards of 20
“classic” Burberry style. Images of
replies. Forums like these have
plain trench coats and Burberry-
provided Burberry customers and
look-a-like plaid prints were
followers with the opportunity to
uploaded to these sites for others
connect anonymously with others
to connect around and tagged
in a way that allows them to feel
“Burberry.”
comfortable to ask any question.
 AUDIT
SUMMARY
& CONCLUSION

Through conducting our research on the conversations

social media users have regarding Burberry, we found that
the majority of the brand’s presence lies in Twitter and
Instagram. These social networking sites have the most broad
and up-to-date content on Burberry’s latest looks, news and
the iconic styles that have made the brand what it is.

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BURBERRY’S
STRENGTHS
• Company history
• Strong commitment to
brand values
• Consistency across all
platforms/channels
• Huge amount of cultural
awareness about the
brand
• Large number of people
engaging with the brand
on social media by
“following” or “liking” the
pages
13
BURBERRY’S BURBERRY’S
WEAKNESSES OPPORTUNITIES
• Virtually no interaction • Communicating with a
on social media with fans broad, diverse audience
and/or customers • Using social media
• Overly repetitive graphics to crowdsource ideas
that limit view of brand for new products/
• Lack of meaningful collaborations/collection
connections with inspirations
audience • Creating brand loyalty by
• Exclusivity with whom building relationships with
Burberry follows on social customers from all over
media channels the world through social
• Does not seem to be media channels
monitoring or responding • Making the clothes more
to conversations about accessible/relatable
them on social media by featuring them on
platforms on more than
just models or as separate
pieces
• Understanding how
Burberry is seen by its
audience and how people
feel about its services
or new collections by
listening to what’s being
said about them on social
media and responding to
questions/comments
BURBERRY’S
T H R E AT S
• Other high-class brands
engaging their audiences
on social media and
building bigger fan bases
• Customers and fans
becoming bored with the
brand
• Missing negative reviews
of their products by
influential fashion
bloggers, loyal customers,
etc.
• Having the brand name
thought of as arrogant
and stuffy
• Not having a finger on the
pulse of what the average
consumer is saying about
fashion

A but instead would implement our plan across all international
NEW
PLAN
PEOPLE
According to Facebook demographics, Burberry is most
popular with 18-24 year olds in Taipei, Taiwan.
We would like to change this to include a wider
demographic, specifically a larger age range. Burberry can
be a meaningful brand to the 18-35 age bracket, as the styles
are aimed at this demographic. Burberry could also improve
by specifically targeting fashion bloggers who are leaders in
online trends and worldwide style. If Burberry can catch the
attention of fashion bloggers, then it will also attract internet-
savvy consumers who are not necessarily tastemakers but
are customers and loyal fans too. The plan that we have
outlined will encourage engagement from anyone looking to
be polarized and ask questions of the brands.
As for the Taipei demographic--we do not want to
14
specifically focus on growing a certain international market,
Burberry presences. In the adjustment stage of the timeline
that we’ve outlined below, there would be an excellent
opportunity to tailor the campaign to specific cultures, and
if the strategy worked a little differently in each country the
time to decide that would be then.
OBJECTIVES
Our overall objective is to increase engagement ratios on
all platforms by 50% or more.
We believe that this is not as difficult a jump as it may
sound. Burberry has an incredibly large fanbase across all
social media channels, and it’s simply a matter of harnessing
that customer loyalty and interest. To accomplish this goal,
we have outlined three steps:
1. Produce and release one engaging and “new” media
piece every 2 weeks. (Examples include “how to wear it”
videos, written interviews with designers, the launch of a
social media contest, etc.)
2. Center every post around how fans can interact with
the brand instead of just basic information about the brand.
If consumers wanted to know what the products were, they’d
go to the Burberry website or read a catalog. The Burberry
social media and online presence will no longer fill that role
 and will instead create a culture surrounding the brand.
3. Create buzz and partnerships with at least 30 bloggers
per month. (Examples include giving new products to
bloggers, asking bloggers for their input on our “how to style
it” videos, giving bloggers exclusive press passes to Burberry
shows, etc.)
S T R AT E G I E S
To achieve the goals outlined above, Burberry will have to
be dedicated to listening and responding more to its audience.
This includes checking sites like lookbook.nu, polyvore, and
tumblr more often to see how everyday customers are styling
the pieces released in recent collections.
The Burberry social media team will have to spend extra
time every week simply reading and collecting data about
the brand’s online presence, which does not appear to be
happening at the current time. This includes favoriting,
retweeting, reblogging, and responding to facebook
comments more often.
On the internal side, however, Burberry will have to be
much more dedicated to creating content that matters and
that can enrich the experience of its customers. Instead of
simply posting its products and advertisements on facebook,
it needs to be creating new content. This will give followers
an inside track on what’s happening in the company. No
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corporate secrets need to be leaked for the average consumer
to feel an inside connection to the brand--Burberry simply
needs to be a little more transparent about who designs the
clothes, how to wear the brand in smart/fashionable new
ways, and the plans for new collections. Leaking a tiny bit of
info (“Our new collection is inspired by Russian military gear
circa 1855! Check back on Thursday for the full preview.”)
doesn’t hurt the brand or ruin any true surprises, but creates
buzz on the internet that money can’t buy.
TECHNOLOGY
Burberry currently utilizes all the right channels. It is
present on every major social media platform except the
blogosphere, as it has no Wordpress/Tumblr or public
company blog. We have no suggestions for new social media
channels to adopt, but rather we would like to see its tone
and messaging change on social medial.
Burberry is struggling with the desire to stick to its
identity as a high class brand while simultaneously engaging
customers and followers. All of its social media carries an air
of pomp and circumstance and the “distinctly British attitude”
can come across as a bit stuffy and arrogant.
On all channels, Burberry should be following more
accounts and more of its own followers. Right now it only
follows and favorites other high-powered fashion designers,
 popular fashion media outlets, artists that are part of the to messaging or highlight items that were extremely popular
Burberry Acoustics collaboration, some celebrities that and could be replicated.
wear Burberry clothes, and some employees in higher level
positions. BUDGET
The only truly new technology that Burberry should be
The only thing that’s going to cost extra money is going
utilizing is a platform like Netvibes so they can stay on top
to be the hiring of a production agency for the videos. We
of how the brand is being talked about across all channels.
estimate this to cost roughly $45,000 per quarter, or
Looking at its social media presences currently shows that
$180,000 per fiscal year.
very little if any monitoring of online conversations is taking
Everything else is just a slight change in the responsibilities
place, even of those conversations happening right on its
of certain pre-existing staff members. (The Creative Director
social media pages. In order to engage effectively and meet
already tweets, we just want him to spend some of his time
the objectives we have outlined they have to have a finger on
helping with the videos. There are already fashionistas/os on
the pulse of its brand and of its target demographic.
staff, so they will just be spending their time interfacing with
the social media team more often.)
MEASUREMENT
The social media team is the only group that will be
& E VA L U AT I O N working more hours. We’ve estimated that their (combined)

There are two metrics that Burberry can use to measure salaries would go up roughly $750/week. That’s $39,000

the success of our proposed changes: per fiscal year.

1. The number of mentions by bloggers per month. Our

target number is 50.
2. The engagement ratio of each post. On all platforms,
our goal is 50% greater than what it is now.
Listening to and monitoring conversations about the brand
will make tracking these simple for social media managers,
and will also tune them in to any changes they need to make
16
 TIMELINE (IN WEEKS)

1 2 3 4 5 6 7 8 9 10 11 12

Exp Lau Adju (new (new (new

lore nch st s v i v i vide
tech reb t rate d eo c d eo c o co
niqu r a nde gy t onte onte nten
es, d so o mee nt) nt) t)
crea cial t fe
te c med edb
onte ia p ack
nt rese
nce

TIMELINE
Week one: Explore techniques and create a small
backlog of content that can be posted (ie: YouTube videos,
new outfit layouts for Pinterest, identifying bloggers to
contact, etc.)
Week four: Public rebrand on the social media presences
in which Burberry will promote all of the new content it has
created and foster new conversations and relationships.
Week six: Adjustment and tailoring of the strategy to fit
the feedback given during first week.
Week seven and onward: Continue with adjusted plan.
Posting schedules are currently adequate--it’s just the
content that needs to change. In addition to current posts,
add some kind of video every two weeks.
17
DUTIES
The Creative Director will continue tweeting. He will also
help out in the videos.
A small team (3 or 4) of fashionistas/os will manage
the Pinterest and help concept and develop the videos.
The social media team will monitor all online presences
and watch for mentions on other websites like Tumblr,
Wordpress, Polyvore, Lookbook, etc. Roughly 3 hours per
day per social media person should simply be watching
and monitoring.
 BURBERRY
PINTEREST
PRESENCE

Mockup by
Leah Kennedy.

18
 “How to Wear Your Favorite Burberry Trench”
A weekly
“How to Wear Your Favorite Burberry”
episode
Written by Austin Powe
Hosts:
Christopher Bailey, Burberry Creative Director
PhiPhi LaRoue, Fashion Consultant
SCENE OPENS on Bailey in downtown london, walking
down the sidewalk on a grey day. He passes a woman in
a Burberry coat and turns his head in her direction.
BAILEY (voiceover)
Have you ever seen someone wearing something
revolutionary and just stopped in your tracks?
She looks wonderful in that, and she’s wearing it
perfectly, too. Here’s how you can have the same
look.
LAUNCH THEME MUSIC AND MONTAGE. BAILEY and LAROUE
examining fabrics, trying on clothes, laughing,
getting coffee, seeing London by double decker bus,
in the center of the Burberry Flagship store.
THEME MUSIC ENDS, FADE in from BLACK. BAILEY and
LAROUE standing in the center of the Burberry flagship
store. They are next to a table with clothes on it
and a coatrack with three Burberry trenches. Both
are dressed impeccably.
BAILEY
Hello! And welcome to this episode of “How to Wear
Your Favorite.” I’m Christopher Bailey, the Burberry
Creative Director.
19
LAROUE
And I’m PhiPhi Laroue, Burberry Fashion Consultant.
We’re here to help you get the most out of your
wardrobe. This week, our topic is the classic
Burberry trench.
BAILEY
Yes, and what a trench it is. As you can see here,
we have three of the current seasons’ trenches
represented in this episode. The first is the time-
honored “classic.” This one first appeared in 1900,
when Thomas Burberry was commissioned by the British
Military to create a naval uniform that was stylish
but comfortable. You can see that since then, we’ve
updated the silhouette. (Laughs)
LAROUE (Laughing)
You’re absolutely right, Christopher. This silhouette
is flattering on any woman with a narrow or hourglass
figure. With this trench, you might style it with one
of our chunky belts or sun hats that you see here.
LAROUE and BAILEY pick up various items on the table
and pair it with the trench, which they’ve now moved
to a mannequin.
LAROUE
See, even though it’s a classic, it doesn’t have to
be boring or dated!
BAILEY
And the timelessness of this trench ensures that it
will never truly be out of style.
LAROUE
However, if you want to be on the bleeding edge of
fashion, this next coat might be for you. We’ve got
the “Blade Runner” trench here, which is from our
Spring/Summer 2013 collection.
 BAILEY
This is one of our top sellers from the current
season, and you can see why. The shiny texture really
makes it pop and stand out. I think Tilda Swinton
wore this jacket to an awards show recently?
LAROUE
Yes! The Golden Globes. So chic.
A still photo of Swinton wearing Burberry at the
Golden Globes appears on the screen. LAROUE and
BAILEY continue talking in voiceover so the audience
can still see Swinton’s outfit.
LAROUE
You can see she paired it with some of those beautiful
Prada pumps from last years’ Spring/Summer collection
as well as a huge choker from Tiffany.
BAILEY
Yes, she looks gorgeous. Just absolutely the height
of fashion.
Image of Swinton fades to video of LAROUE and BAILEY
again.
LAROUE
She’s truly a goddess.
BAILEY
We’ve created a look that you can use for the same
jacket that’s nearly half the price.
LAROUE
And that’s not hard to do, if we’re not including
the Tiffany necklace in our look!
BAILEY
Quite right! That set Swinton back almost 3.7 Million
Pounds. Our look will cost a fraction of that cost.
20
Again, LAROUE and BAILEY pick up various items on
the table and pair it with the trench, which they’ve
now moved to a mannequin.
BAILEY
Now, doesn’t that look fabulous? A striking look
that won’t break the bank. What more could you ask
for?
LAROUE (Laughing)
I sure don’t know! But unfortunately that’s all the
time we have for this episode. Thank you so much for
tuning in.
BAILEY
Next week, our focus will be the Burberry scarf: How
to wear it and which seasons its appropriate for.
LAROUE
Oh good, I can’t wait to bust out my scarf collection!
BAILEY
Join us next Friday for another episode. Don’t forget
to subscribe to our YouTube channel to stay up-to-
date on all the latest Burberry news and style tips!
The Burberry YouTube URL pops up from the bottom of
the screen.
LAROUE
Thanks again! and...
BOTH, together
Stay trendy!
Scene cuts to black. Credits for the video production
scroll by. Music by a Burberry Acoustic artist plays
during the credits and a link to the artists’ website
pops up in a YouTube hotspot.
 CONCLUSION
Burberry is a leading English fashion brand whose rich
history makes for a deep cultural tradition that can be drawn
upon. Currently, the brand is simply maintaining the status
quo in its social media presence. This technique will prove
fatal in the long run.
Through the creation and cultivation of meaningful
content and conversations surrounding the brand, Burberry
can continue to be an iconic global brand with a distictively
British attitude.

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