Burberry: the fusion of luxury and digital media paradigm

2011 13, 2011 of internal fashion show "Burberry at London Fashion Week opened the 2012 spring and summer fashion show has always been seen as the privilege of fashion celebrities, this has celebrities have not seen the new case, the first Burberry 535,000 Twitter fans We eat a treat. Before the new board models were wearing T stage show, the photographer has uploaded the photo to Twitter account.
in the digital world to show its mettle in the list of luxury brands, Burberry must forefront. Share photos from 2009 the website "ArtoftheTrench" start figures, Burberry has been remarkable, not only careful layout of all major social media platforms, and the most important position in the luxury goods - fashion show breakthroughs, such as 3D hologram show, held in Beijing in April this year, to borrow digital technology to complete a luxurious Hidenori mere six models.

but we still remember, only two or three years ago, "digital media" and "luxury" was considered a pair of paradox, even today, those who hold this view still no shortage. Digital media bones with the "civilians", "sharing" temperament, it can be said that in the "elite", "unique" is the great enemy of of the Ritsumeikan the luxury. The digital pay attention to the whole world to draw closer to each other, high-end fashion brand recognition, in a sense, "isolation", with the purchasing power of the majority of ordinary people to intercept outside, which makes the purchase of a "unique" sense.

However, this is already a luxury and its designers had to solve the problem: the average age of buyers of luxury goods in the world is declining, the future of the brand consumer groups favorite and dependence on the network only increasing nor decreasing. The luxury brand also recently adopted a wait-and-see attitude to the digital media, has already begun to change their attitude - luxury goods and digital media, the original is not a paradox, it's just a problem. Brands need to do is to find a suitable way to solve their own problems.

"a few years ago, we met the person in charge in in Italy and DonatellaVersace and Armani ... their attitude is 'digital? Kidding', but now they take the initiative to ask 'how are we doing?' simply a 180-degree turn. "luxury public relations firm CEO of anonymity lamented.

Burberry also have to give their own answers, to review Burberry digital history, however, we can say the success it is now digital is the way to solve this problem and attitudes achievements.