The two brands that I have selected are Burberry and Sephora. A New York-based think-tank named Burberry the “most digitally-competent luxury brand,” a reflection of its efforts in social media in particular. The group cited Burberry as an example of how “digital investments translate to shareholder value” (Bergin, 2011). Burberry has a formal plan for digital media, and its 10-platform digital launch of the autumn/winter 2012 collection highlights its digital excellence. The embrace of all forms of social media has made Burberry a leader in its field.
Burberry leverages multiple channels, especially in social media, to reach its consumers. It provides information, videos, and other content via its vast social media platform as a means of educating its customers and encouraging them to buy. By deliberate choice, however, Burberry does not engage in direct conversation with its online fans and followers, an approach that stands in contrast to conventional social media wisdom. Martin (2010) points out that brands utilize digital platforms as marketing tools. As the lives of consumers become more digital, companies like Burberry are maintaining or extending their access to these consumers by embracing the digital sphere. The all-inclusive approach that Burberry takes to social media not only allows it to reach all consumers — it operates on at least four Chinese social media sites in addition to the popular Western ones (L2, 2012). By focusing strictly on providing information, Burberry remains in control of the narrative surrounding its brand.
The approach that Burberry has adopted is designed to maximize its reach to consumers, but social media is merely a tool for exposure for Burberry. By having this broad reach, the company is seeking to build a stronger brand relationship with customers (Martin, 2010). Key elements of the brand relationship, such as interaction, are not part of Burberry’s digital platform strategy. For interaction, as well as for purchases, Burberry’s market must still go through the company’s website or stores.
Burberry provides a sophisticated web experience. As an example, the company allows customers to custom-design their own signature trench coat. Runway shows are available for viewing on the site and these can be personalized for viewing through Facebook. There is also a lifestyle component to the website, with video from featured musicians. This content does not directly sell the Burberry clothes, but it does sell the brand by building a lifestyle component around the brand. Such content enhances the relationship with the customer because it gives the customer something besides the clothing to relate to, creating a much stronger impression of the role that Burberry can play in the consumers’ lives.
Among retailers, Sephora has developed a comprehensive digital media strategy. Sephora’s strategy combines product information with e-commerce, and has built both a solid social media platform and an iPad app that facilitates the mix of information and interaction. Sephora has catalogs available online and encourages the use of these platforms with exclusive digital offers.
The Sephora website experience is primarily sales oriented, much like the home page of Amazon or other e-commerce entity. There are some sections that highlight interactivity, such as the “advice” section, and some embedded videos that help to promote different products. The site is much more geared to e-commerce than Burberrys’ site, but it also lacks the stylish design — Sephora’s site is cluttered and basic.
Where the company shines is with its apps, as the e-commerce site has been effectively translate to an iPhone/iPad app. There is also an app for iPhone/iPod Touch that allows the user to add her beauty insider card, allowing for greater integration of the offline/online shopping experiences. The app also remembers past visits in a way that allows the company to tailor the customer’s experience to her specific needs. The drawback to Sephora’s approach, is that these apps are only for Apple products. Given Android’s 72% global market share (Schroeder, 2012), a more comprehensive digital platform strategy might be more effective.
Burberry ensures that its fans and followers receive frequent updates, and that these updates are also timely. Its multi-platform seasonal collection launch was simultaneous across platforms. The company posted videos of the fashions in its runway shows even before those shows had taken place. This approach creates goodwill with customers, and gives them reasons to continue paying attention to the company’s communications. In contrast, Sephora’s approach is less proactive. The content is not as engaging — there is simply les salesmanship. However, the company does keep its communications frequent, and these updates can also be channeled through the app (Kats, 2011). At least with frequent updates there is some opportunity to build brand loyalty, but the communications reflect an e-commerce perspective rather than a lifestyle and brand relationship perspective.
One measure of success for a digital platform strategy is how much interest from external parties the platform can generate. In this regard, Burberry dramatically outperforms Sephora. Burberry has received an award for having the best digital platform in its industry, and there has been a healthy amount of media coverage as well. When the company created a “Tweetwalk” for its London Fashion week catwalk show, effectively streaming the show with tweets, the strategy drew the attention of the mainstream media. There was some backlash from non-fans because the event created traffic problems on Twitter but the event was well-received in general. Working directly with Twitter on the event was considered groundbreaking as well, not just for the industry for business in general (Warburton, 2011).
In contrast, Sephora has not received much coverage for its digital platform. The iPad/iPhone app received some press because of its comprehensive nature, but overall Sephora’s digital platform receives little media play. There is good reason for this — the company’s digital platform communicates basic information, is not particularly engaging, sells products more than it sells the brand and seems dated. The experience of toggling between the Burberry site and the Sephora site alone highlights the gulf between the two companies — Sephora’s site is a standard e-commerce site that lacks differentiation. One gets the sense that the company has a reactionary digital platform rather than a progressive one.
Luxury footwear and accessory brand Miu opened a flagship store in the famous Dubai Mall last night. The brand, part of the Prada house, made its debut in the fashion hub of the Middle East with a gala event, bringing out a who’s who of Emirate society.
Architect Roberto Baciocchi designed the store, dripping it in marble and gold. The opulent surroundings serve as a frame for the brand’s innovative footwear and classic handbags and accessories. The display cases are crystal and gold, showcasing the wares within. The splashy look and feel is designed to compete for shoppers’ attention in a Shoe Level that already features the likes of Manolo Blahnik and Jimmy Choo.
The event did not feature champagne — even in relatively Westernized Dubai that would have been a faux pas — but it managed to attract a strong showing from the city’s fashion scene. The lucky guests to have received an invitation were able to have preferential access to the store’s wares, which included a number of unique items created just for the Dubai market.
At first glance, the conservative Arab world may not seem a natural choice for high end fashion, but the reality could not be more different. Wives of sheiks may be covered from head to toe in black while walking through the mall’s wide corridors, but in private gatherings the covers come off. Shoes and handbags in particular are seen as a means to showcase one’s wealth and style, since they are not covered under traditional Islamic dress. As a result, the luxury goods market in Dubai is one of the strongest in the world, and has attracted just about every fashion house of note in recent years (Basit, 2012). To cater to the unique needs of this audience, Miu has adopted a unique strategy. The front of the store is an open area for browsing, but the back area of the store features a special section that is secluded from the prying eyes outside. Here, the Muslim women will be able to take off their coverings and see how the shows and bags match their wardrobes underneath. The staff are all female, up to and including management, something that allows the customers to say and do things they would not normally be able to do in the company of men. Because Dubai attracts a diverse group of shoppers, the staff members are international, and speak eight different languages between them, including Arabic, Farsi, English, French, Mandarin, Malay, and of course Italian.
The layout of the store featured shoes in the back of the store, with a striking display of handbags in the front. Crystal cases in the center of the store featured leather handbags in bright colors. The brightly-lit interior allowed the gold trim on the stores cases to shine, putting the shoes in an exceptional light. Lively and splashy, the new Miu store is a stunning arrival onto the Dubai fashion scene.
A spokesperson for Miu worked the room, introducing herself to the customers. Afterwards, she talked a little bit about the company’s arrival in Dubai. “We felt that our coming to Dubai was long overdue,” she noted, “but we wanted to have a strategy for entering the Middle East market overall. We see a lot of growth potential in this part of the world — one-third of the customers at our Kuala Lumpur store are Arabs — so we took the time necessary to make this market entry right. We had to be in Dubai Mall, but we are also excited about our other plans in the region.” She detailed plans to expand into other regional hubs — Abu Dhabi, Bahrain and Kuwait, and raised the possibility of another store in Dubai. “The market is growing so quickly here. The ladies have great taste. When you see them in a social setting when it’s just the women, sometimes you think you’re back in Milan.”
The Miu brand was founded in 1993 and is headquarterd in Milan. In recent years it has begun expanding beyond Europe, and now boasts stores across Asia. The Dubai store is its first in the Middle East, and its arrival means that customers in the region will no longer need to make shopping trips abroad in order to buy the goods. Shopping is a national pastime among the region’s wealthy, and the Dubai Mall is the city’s flagship shopping destination. The mall is positioned as one of the homes of luxury shopping in the world, and the Miu store is one more attraction for the fashion world.
A return visit the next day found the store busy, with a mix of serious shoppers and curious onlookers. A quick survey showed that they were impressed with the offerings. Many were familiar with the Miu brand and wondered aloud why the company had not come to Dubai sooner. Certainly, if market response is as positive as the initial impressions, that is a very reasonable question.
photo courtesy Khaleejesque, Â©2012
Basit, a. (2012). Luxury brands look to UAE to drive business growth. Khaleej Times. Retrieved November 16, 2012 from http://www.khaleejtimes.ae/kt-article-display-1.asp?section=business&xfile=data/business/2012/march/business_march72.xml
Bergin, O. (2011). Burberry named most digitally competent luxury brand. The Telegraph. Retrieved November 16, 2012 from http://fashion.telegraph.co.uk/article/TMG8822760/Burberry-named-most-digitally-competent-luxury-brand.html
Burberry.com. (2012). Retrieved November 16, 2012 from http://www.burberry.com/
Kats, R. (2011). Sephora boosts e-commerce strategy via integrated digital beauty experience. Mobile Commerce Daily. Retrieved November 16, 2012 from http://www.mobilecommercedaily.com/sephora-boosts-mcommerce-strategy-via-integrated-digital-beauty-experience
Khaleejesque. (2012). Miu opens flagship store in Dubai. Khaleejesque. Retrieved November 16, 2012 from http://www.khaleejesque.com/2012/11/blog/miu-miu-opens-flagship-store-in-dubai/
L2 (2012). Burberry launches AW12 campaign on 10 social media platforms. L2 Blog. Retrieved November 16, 2012 from http://www.l2thinktank.com/burberry-launches-aw12-campaign-on-10-social-media-platforms/2012/
Martin, K. (2010). How CMOs will harness digital platforms in 2010 to forever change the way consumers interact with brands. CMO Magazine. Retrieved November 16, 2012 from http://www.cmo.com/innovation/how-cmos-will-harness-digital-platforms-2010-forever-change-way-consumers-interact-brands
Schroeder, S. (2012). Android market share jumps to 72%. Mashable. Retrieved November 16, 2012 from http://mashable.com/2012/11/14/android-72-percent/
Sephora.com (2012). Retrieved November 16, 2012 from http://www.sephora.com/
Warburton, S. (2011). Burberry’s Twitter takeover. The Guadian. Retrieved November 16, 2012 from http://fashion.telegraph.co.uk/news-features/TMG8793974/Burberrys-Twitter-takeover.html
Are you busy and do not have time to handle your assignment? Are you scared that your paper will not make the grade? Do you have responsibilities that may hinder you from turning in your assignment on time? Are you tired and can barely handle your assignment? Are your grades inconsistent?
Whichever your reason is, it is valid! You can get professional academic help from our service at affordable rates. We have a team of professional academic writers who can handle all your assignments.
Students barely have time to read. We got you! Have your literature essay or book review written without having the hassle of reading the book. You can get your literature paper custom-written for you by our literature specialists.
Do you struggle with finance? No need to torture yourself if finance is not your cup of tea. You can order your finance paper from our academic writing service and get 100% original work from competent finance experts.
While psychology may be an interesting subject, you may lack sufficient time to handle your assignments. Don’t despair; by using our academic writing service, you can be assured of perfect grades. Moreover, your grades will be consistent.
Engineering is quite a demanding subject. Students face a lot of pressure and barely have enough time to do what they love to do. Our academic writing service got you covered! Our engineering specialists follow the paper instructions and ensure timely delivery of the paper.
In the nursing course, you may have difficulties with literature reviews, annotated bibliographies, critical essays, and other assignments. Our nursing assignment writers will offer you professional nursing paper help at low prices.
Truth be told, sociology papers can be quite exhausting. Our academic writing service relieves you of fatigue, pressure, and stress. You can relax and have peace of mind as our academic writers handle your sociology assignment.
We take pride in having some of the best business writers in the industry. Our business writers have a lot of experience in the field. They are reliable, and you can be assured of a high-grade paper. They are able to handle business papers of any subject, length, deadline, and difficulty!
We boast of having some of the most experienced statistics experts in the industry. Our statistics experts have diverse skills, expertise, and knowledge to handle any kind of assignment. They have access to all kinds of software to get your assignment done.
Writing a law essay may prove to be an insurmountable obstacle, especially when you need to know the peculiarities of the legislative framework. Take advantage of our top-notch law specialists and get superb grades and 100% satisfaction.
We have highlighted some of the most popular subjects we handle above. Those are just a tip of the iceberg. We deal in all academic disciplines since our writers are as diverse. They have been drawn from across all disciplines, and orders are assigned to those writers believed to be the best in the field. In a nutshell, there is no task we cannot handle; all you need to do is place your order with us. As long as your instructions are clear, just trust we shall deliver irrespective of the discipline.
Our essay writers are graduates with bachelor's, masters, Ph.D., and doctorate degrees in various subjects. The minimum requirement to be an essay writer with our essay writing service is to have a college degree. All our academic writers have a minimum of two years of academic writing. We have a stringent recruitment process to ensure that we get only the most competent essay writers in the industry. We also ensure that the writers are handsomely compensated for their value. The majority of our writers are native English speakers. As such, the fluency of language and grammar is impeccable.
There is a very low likelihood that you won’t like the paper.
Not at all. All papers are written from scratch. There is no way your tutor or instructor will realize that you did not write the paper yourself. In fact, we recommend using our assignment help services for consistent results.
We check all papers for plagiarism before we submit them. We use powerful plagiarism checking software such as SafeAssign, LopesWrite, and Turnitin. We also upload the plagiarism report so that you can review it. We understand that plagiarism is academic suicide. We would not take the risk of submitting plagiarized work and jeopardize your academic journey. Furthermore, we do not sell or use prewritten papers, and each paper is written from scratch.
You determine when you get the paper by setting the deadline when placing the order. All papers are delivered within the deadline. We are well aware that we operate in a time-sensitive industry. As such, we have laid out strategies to ensure that the client receives the paper on time and they never miss the deadline. We understand that papers that are submitted late have some points deducted. We do not want you to miss any points due to late submission. We work on beating deadlines by huge margins in order to ensure that you have ample time to review the paper before you submit it.
We have a privacy and confidentiality policy that guides our work. We NEVER share any customer information with third parties. Noone will ever know that you used our assignment help services. It’s only between you and us. We are bound by our policies to protect the customer’s identity and information. All your information, such as your names, phone number, email, order information, and so on, are protected. We have robust security systems that ensure that your data is protected. Hacking our systems is close to impossible, and it has never happened.
You fill all the paper instructions in the order form. Make sure you include all the helpful materials so that our academic writers can deliver the perfect paper. It will also help to eliminate unnecessary revisions.
Proceed to pay for the paper so that it can be assigned to one of our expert academic writers. The paper subject is matched with the writer’s area of specialization.
You communicate with the writer and know about the progress of the paper. The client can ask the writer for drafts of the paper. The client can upload extra material and include additional instructions from the lecturer. Receive a paper.
The paper is sent to your email and uploaded to your personal account. You also get a plagiarism report attached to your paper.
PLACE THIS ORDER OR A SIMILAR ORDER WITH US TODAY AND GET A PERFECT SCORE!!!
We provide professional writing services to help you score straight A’s by submitting custom written assignments that mirror your guidelines.
Get result-oriented writing and never worry about grades anymore. We follow the highest quality standards to make sure that you get perfect assignments.
Our writers have experience in dealing with papers of every educational level. You can surely rely on the expertise of our qualified professionals.
Your deadline is our threshold for success and we take it very seriously. We make sure you receive your papers before your predefined time.
Someone from our customer support team is always here to respond to your questions. So, hit us up if you have got any ambiguity or concern.
Sit back and relax while we help you out with writing your papers. We have an ultimate policy for keeping your personal and order-related details a secret.
We assure you that your document will be thoroughly checked for plagiarism and grammatical errors as we use highly authentic and licit sources.
Still reluctant about placing an order? Our 100% Moneyback Guarantee backs you up on rare occasions where you aren’t satisfied with the writing.
You don’t have to wait for an update for hours; you can track the progress of your order any time you want. We share the status after each step.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
Although you can leverage our expertise for any writing task, we have a knack for creating flawless papers for the following document types.
From brainstorming your paper's outline to perfecting its grammar, we perform every step carefully to make your paper worthy of A grade.
Hire your preferred writer anytime. Simply specify if you want your preferred expert to write your paper and we’ll make that happen.
Get an elaborate and authentic grammar check report with your work to have the grammar goodness sealed in your document.
You can purchase this feature if you want our writers to sum up your paper in the form of a concise and well-articulated summary.
You don’t have to worry about plagiarism anymore. Get a plagiarism report to certify the uniqueness of your work.
Join us for the best experience while seeking writing assistance in your college life. A good grade is all you need to boost up your academic excellence and we are all about it.
We create perfect papers according to the guidelines.
We seamlessly edit out errors from your papers.
We thoroughly read your final draft to identify errors.
Work with ultimate peace of mind because we ensure that your academic work is our responsibility and your grades are a top concern for us!
Dedication. Quality. Commitment. Punctuality
Here is what we have achieved so far. These numbers are evidence that we go the extra mile to make your college journey successful.
We have the most intuitive and minimalistic process so that you can easily place an order. Just follow a few steps to unlock success.
We understand your guidelines first before delivering any writing service. You can discuss your writing needs and we will have them evaluated by our dedicated team.
We write your papers in a standardized way. We complete your work in such a way that it turns out to be a perfect description of your guidelines.
We promise you excellent grades and academic excellence that you always longed for. Our writers stay in touch with you via email.