Exane BNP Paribas’ report, Burberry takes the No.1 selling luxury fashion brand on 10 multi-brand e-tailers in China, including Secoo and JD.com. Other luxury brand Dolce& Gabbana, Tod’s for instance also ranked out the top 5 with product selling on the e-commerce websites in China. There is no doubt that Burberry has made its success on willing customer’s loyalty in terms of its digital strategy. Burberry was entering to Chinese market in 2010 and it was not become the well-known luxury brand in China until the company started its digital campaign in 2011. So, let’s take a look how Burberry nailed the digital strategy in China and worldwide.
Follow the digital trend in China and create social media website.
Consistently interact with customers and increase exposure.
Deliver faster connection with customer from Online to off-line / off-line to Online.
E-commerce also suits for high Luxury brand.
Good content of storytelling. This strategy is similar to the Weibo strategy which bridges brand and customer.