Burberry Case Study 4h5l1c

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

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CONTENTS 3

Total overview chart

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Twitter and Facebook audit

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Audit report

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Who’s mentioning Burberry online? Examples

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Monitoring Report

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SWOT Analysis

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A new social media plan

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Timeline for new social media plan

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Appendix: Pinterest board rebrand

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Appendix: Example of YouTube episode

21 Conclusion

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Main 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 youtube.com/burberry 56,834 subscribers

Main twitter.com/burberry 1,620,750 followers

Official YouTube channel for Burberry, the 156 year-old brand with a distinctly British attitude.

Burberry Chief Creative Officer Christopher Bailey tweeting from the @ Burberry in the run up to the A/ W13 Womenswear show - Monday 4pm London time

Main pinterest.com/burberry 36,536 followers Official Pinterest for Burberry, the 156 year-old brand with a distinctly British attitude.

Customer Service twitter.com/burberryservice 1,822 followers

Main

The official Burberry Customer Service Twitter , available 24 hours a day, 7 days a week.

instagram.com/burberry 673,293 followers

Main Main facebook.com/burberry 14,778,240 likes Burberry is a 156 year-old global brand with a distinctly British attitude.

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A 156 year-old global brand with a distinctly British attitude.

plus.google.com/+burberry 2,131,481 subscribers Burberry is a 156 year-old global brand with a distinctly British attitude - synonymous with luxury, quality, innovation and timeless style, anchored by the iconic trench coat. Under the creative vision of Christopher Bailey, the

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 s. It follows Burberry Acoustic artists, all of the international Burberry Twitter s, 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 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 , the brand also has 11 international s, such as Burberry Australia or Burberry Turkey, in addition to a customer service . The international s 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 has. The Customer Service is the least popular and is the least utilized.

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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 SaintLaurent’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 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.

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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) collections (2) new ad campaigns for collections and (3) 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.

with the exception of posting links to Burberry’s own photos

BURBERRY SOCIAL MEDIA AUDIT

and videos. Every social media for Burberry is up-to-date and utilized regularly, except for the Customer Service Twitter . The Burberry Service Twitter 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 first. None of the Burberry social media s seem to follow

Burberry’s social media pages represent a brand that understands and is committed to preserving its roots.

posts should occur each day or week. With this being said,

Across all channels Burberry stays consistent with its

Burberry posts on all of its s regularly. The s

images and information. Although this helps solidify the brand,

post more around big events or the release of new collections,

it can become stale if done in infinite repetition. The majority

but there are also weeks on Twitter and Facebook with only

of what Burberry shares revolves around its products, when

5 - 8 posts. Subscriber/follower participation is consistent,

new collections will be released, and Burberry

though not completely regular.

events or brand appearances.

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a specific timeline for tweets or requirements for how many

Burberry does a good job of capturing the core of its

The Burberry YouTube and Facebook pages have more

brand on social media. It uses consistent images and bio

content about Burberry’s music partnerships through the

information across all channels, and these images and short

Burberry Acoustics program than about the actual clothing

descriptions are rooted in the brand’s history and iconic

line. This transforms these channels into something to enjoy

pieces that gave Burberry its start. However, because it uses

as a tangent to the Burberry brand. These pages do not post

the same images and messages across all social media

promotions or links to outside content on any media channels

channels, and because the brand only tweets about itself

rather than starting conversations or sharing insights, its

Consistency in branding is vital to any company. Burberry’s

social media personality is slowly becoming stale. The images

social media is nothing if not consistent, and that plays in

it shares of the new Burberry collections are gorgeously shot

its favor. The number of followers the international Burberry

and fun to look at, but are exactly the same images with

Twitter s have shows that the brand has successfully

the same captions shared on Facebook, Twitter, Instagram,

segmented itself into different markets, and the number of

Google+, and YouTube. The Burberry Acoustic project helps

“likes” and comments received on Facebook and Instagram

break this up from time to time, but it does not post content

shows that followers are interested in seeing photos of

as frequently.

collections.

Essentially, Burberry’s social media message is simple:

Unfortunately, the numbers over time tell a different story: the Facebook statistics show that there has been a visible

WE MAKE STYLISH CLOTHES VERY WELL.

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

From what has been discussed above, one can see how

plateaued. Research has shown that many people follow

this gets redundant. Because its posts revolve solely around

brands on social media in order to gain insider information,

Burberry rather than engaging with the community, Burberry

or to get early news directly from the company. The audience

says the same thing over and over again: “We make clothes.

wants to be able to engage with the brand, such as being

We have a new collection of our clothes. This collection is

able to ask questions or make requests. Very few people are

being released this day. You should watch this video of the

engaging with Burberry on any of its media channels other

release of these new clothes. We are styling a model who

than simply liking posts on Facebook.

is wearing our new clothes.” It is nice that the pages do not

Though the numbers are impressive, Burberry’s lack of

spend time shoving sales and special promotions in their

diversity in its social media messages will hurt the brand in

followers’ faces (which would ring with desperate cries of

the long term.

“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

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

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A blog post by Jack Morton, a blog about brand strategies, about how Burberry is doing an excellent job instore embracing the future. Blog.JackMorton.com

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Facebook status by singer Misty Miller about being featured in a Burberry Fashion show soundtrack. Facebook.com/MistyMillerMusic

5.

A blog post on Wordscover, a student culture website, about the history behind and how to style the iconic Burberry trench. Wordscover.com

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. 7.

Instagram photo from a fan of a vintage Burberry jacket. Lots of hashtags. Instagram.com/Emmevigi

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A Burberry trench-focused photobooth picture by a fan, posted on her flickr. http://www.flickr.com/photos/say_ fromage_photo_booths/8494629411/

LISTENING & MONITORING REPORT PURPOSE

METHODOLOGY

Burberry is a designer fashion label that started in Britain

In order to conduct our research on the current social

in 1856 and carries on the tradition of classic and classy

media practices of Burberry, we set up monitoring dashboards

British fashion in its clothing today. Its iconic plaid pattern

on sites like Netvibes.com to listen to the conversations

and trenchcoats that first made the brand popular are still

web s were having about Burberry. These dashboards

part of the collections today. When Burberry puts out a new

allowed us to oversee the discussions around Burberry, its

collection, takes risks with its advertising, or has a celebrity

products, and of the company. Over the course of

wearing Burberry on the red carpet, the Burberry social

four weeks, we tracked the conversations regarding Burberry

media team needs to monitor the conversations. The goal is

on social sites like Twitter, Instagram and Flickr, forums like

to ensure that the brand is still respected and seen as classic

WikiAnswers and Yahoo! Answers, and personal blogs of the

without being considered old and boring, and to ensure that

fashion-minded. Despite the thousands of results, we chose

Burberry does not confuse customers by straying too far from

to focus on those that came from non-mainstream media

its core values.

outlets and personal social networking s, to ensure the credibility of our sources.

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TWITTER

BLOGS

Burberry’s presence on Twitter exists largely in s tweeting about their recent Burberry purchases or outfits that include Burberry pieces. These tweets often include photos of the s 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. s 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.

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.

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WIKIS & FORUMS Online forums, such as WikiAnswers or Yahoo! Answers, proved to be an interesting place for internet s to discuss Burberry. s posed questions to the general public, ranging from as broad as “Do Burberry watches have a long battery life,” to more specific questions that would ask which Burberry models best represented the label. Some questions would not have any responses, or answers, while others would have upwards of 20 replies. Forums like these have provided Burberry customers and followers with the opportunity to connect anonymously with others in a way that allows them to feel comfortable to ask any question.

FLICKR & I N S TAG R A M The most diverse content of Burberry’s social media presence lies in sites like Flickr, and apps like Instagram. These photobased social networking sites are overflowing with images tagged as “Burberry.” Most images were of s in their Burberry outfits, shopping for Burberry merchandise, or attending New York Fashion Week. Many photos were also less focused on Burberry clothes and accessories, and more the iconic pieces that have contributed to the notion of “classic” Burberry style. Images of plain trench coats and Burberrylook-a-like plaid prints were ed to these sites for others to connect around and tagged “Burberry.”

AUDIT SUMMARY & CONCLUSION Through conducting our research on the conversations social media s 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

BURBERRY’S WEAKNESSES

• 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

• Virtually no interaction on social media with fans and/or customers • Overly repetitive graphics that limit view of brand • Lack of meaningful connections with audience • Exclusivity with whom Burberry follows on social media channels • Does not seem to be monitoring or responding to conversations about them on social media

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BURBERRY’S OPPORTUNITIES • Communicating with a broad, diverse audience • Using social media to crowdsource ideas for new products/ collaborations/collection inspirations • Creating brand loyalty by building relationships with customers from all over the world through social media channels • Making the clothes more accessible/relatable 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 NEW PLAN

specifically focus on growing a certain international market, but instead would implement our plan across all international 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 PEOPLE According to Facebook demographics, Burberry is most popular with 18-24 year olds in Taipei, Taiwan.

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

We would like to change this to include a wider

social media channels, and it’s simply a matter of harnessing

demographic, specifically a larger age range. Burberry can

that customer loyalty and interest. To accomplish this goal,

be a meaningful brand to the 18-35 age bracket, as the styles

we have outlined three steps:

are aimed at this demographic. Burberry could also improve

1. Produce and release one engaging and “new” media

by specifically targeting fashion bloggers who are leaders in

piece every 2 weeks. (Examples include “how to wear it”

online trends and worldwide style. If Burberry can catch the

videos, written interviews with designers, the launch of a

attention of fashion bloggers, then it will also attract internet-

social media contest, etc.)

savvy consumers who are not necessarily tastemakers but

2. Center every post around how fans can interact with

are customers and loyal fans too. The plan that we have

the brand instead of just basic information about the brand.

outlined will encourage engagement from anyone looking to

If consumers wanted to know what the products were, they’d

be polarized and ask questions of the brands.

go to the Burberry website or read a catalog. The Burberry

As for the Taipei demographic--we do not want to 14

Our overall objective is to increase engagement ratios on

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

to feel an inside connection to the brand--Burberry simply

per month. (Examples include giving new products to

needs to be a little more transparent about who designs the

bloggers, asking bloggers for their input on our “how to style

clothes, how to wear the brand in smart/fashionable new

it” videos, giving bloggers exclusive press es to Burberry

ways, and the plans for new collections. Leaking a tiny bit of

shows, etc.)

info (“Our new collection is inspired by Russian military gear circa 1855! Check back on Thursday for the full preview.”)

S T R AT E G I E S

doesn’t hurt the brand or ruin any true surprises, but creates

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

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

the pieces released in recent collections. The Burberry social media team will have to spend extra

blogosphere, as it has no Wordpress/Tumblr or public

time every week simply reading and collecting data about

company blog. We have no suggestions for new social media

the brand’s online presence, which does not appear to be

channels to adopt, but rather we would like to see its tone

happening at the current time. This includes favoriting,

and messaging change on social medial.

retweeting,

reblogging,

and

responding

to

facebook

comments more often.

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corporate secrets need to be leaked for the average consumer

Burberry is struggling with the desire to stick to its identity as a high class brand while simultaneously engaging

On the internal side, however, Burberry will have to be

customers and followers. All of its social media carries an air

much more dedicated to creating content that matters and

of pomp and circumstance and the “distinctly British attitude”

that can enrich the experience of its customers. Instead of

can come across as a bit stuffy and arrogant.

simply posting its products and ments on facebook,

On all channels, Burberry should be following more

it needs to be creating new content. This will give followers

s and more of its own followers. Right now it only

an inside track on what’s happening in the company. No

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

BUDGET

positions. The only truly new technology that Burberry should be utilizing is a platform like Netvibes so they can stay on top of how the brand is being talked about across all channels. Looking at its social media presences currently shows that very little if any monitoring of online conversations is taking place, even of those conversations happening right on its social media pages. In order to engage effectively and meet the objectives we have outlined they have to have a finger on the pulse of its brand and of its target demographic.

MEASUREMENT & E VA L U AT I O N There are two metrics that Burberry can use to measure the success of our proposed changes: 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

The only thing that’s going to cost extra money is going to be the hiring of a production agency for the videos. We estimate this to cost roughly $45,000 per quarter, or $180,000 per fiscal year. Everything else is just a slight change in the responsibilities of certain pre-existing staff . (The Creative Director already tweets, we just want him to spend some of his time helping with the videos. There are already fashionistas/os on staff, so they will just be spending their time interfacing with the social media team more often.) The social media team is the only group that will be working more hours. We’ve estimated that their (combined) salaries would go up roughly $750/week. That’s $39,000 per fiscal year.

TIMELINE (IN WEEKS)

1

2

Exp

lore

3

4

5

6

7

8

9

10 11 12

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

nch

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

DUTIES

, 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 given during first week.

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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

Week seven and onward: Continue with adjusted plan.

and watch for mentions on other websites like Tumblr,

Posting schedules are currently adequate--it’s just the

Wordpress, Polyvore, Lookbook, etc. Roughly 3 hours per

content that needs to change. In addition to current posts,

day per social media person should simply be watching

add some kind of video every two weeks.

and monitoring.

BURBERRY PINTEREST PRESENCE Mockup by Leah Kennedy.

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“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 es 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.

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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 timehonored “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.

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?

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 (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.

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 Next week, our focus will be the Burberry scarf: How to wear it and which seasons its appropriate for.

BAILEY Yes, she looks gorgeous. Just absolutely the height of fashion. Image of Swinton fades to video of LAROUE and BAILEY again. She’s truly a goddess.

LAROUE

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

LAROUE Oh good, I can’t wait to bust out my scarf collection! BAILEY us next Friday for another episode. Don’t forget to subscribe to our YouTube channel to stay up-todate 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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