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How Burberry is Doing Digital Marketing Differently

“It may have been founded 156 years ago, but Burberry is harnessing ground-breaking marketing techniques to put it at the forefront of fashion.

Where once luxury labels fought shy of the internet, believing it would cheapen their image, Burberry is now seeing its fastest growth in online sales as it embraces social media and blurs the boundary between its physical stores and the digital world.

Carol Fairweather, chief financial officer, says a presence on Chinese sites such as Sina Weibo (the country’s version of Twitter), Youku (similar to YouTube) and Douban is helping Burberry outperform rival brands in the region.”

 

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