Angela Ahrendts, who runs Burberry, hopes to move the company into a new age by integrating the internet into it's advertising. Artofthetrench.com is an interactive site where the viewer can move around with the mouse and look at pictures of people in Burberry coats. Accompanying the pictures are links that allow the viewer to comment on or 'like' the picture of the coat.
Many high fashion designers have deserted the web. They see it as a place for bargain hunters and not the place for haute couture, but the internet seems to be the new wave for high fashion. Those who have the means to purchase high end merchandise do surf the internet after all.
The Burberry trenchcoat has become an icon in the fashion world for quite sometime now. Ms. Ahrendts said , "it’s our differentiator. It’s not so different from what competitors do. Maybe one was born from shoes and another from luggage; we come from a coat. It’s our job to keep that category hot and cool and relevant for all ages.”
That is exactly what they are doing with this new social networking site. I love keeping up with what is going on in the fashion world, and I have a great appreciation for fashion icons. The Burberry trench is a timeless classic that should be kept alive with innovative advertising ideas.
I think the fashion designers that think the web is for bargain hunters are wrong and right; right because in the past the internet has been a main source for shoppers wanting to find bargains, and wrong because the internet is becoming more widespread and widely used by all shoppers from all economic backgrounds. Smart move by Burberry.
ReplyDeleteI think it was a smart move for Burberry. The internet is being used more and more by people everyday. I said on someone else's page who did this same topic that advertising is so expensive right now and the economy is so down, internet advertising there networking sites are the way to go these days.
ReplyDeleteWhoever wants to advertise for their products or sell something online need to do it over the Internet. People nowadays use teh Internet much more to do their shopping or even to just "online window shop".
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