In 2019, Burberry embarked on a significant transformation, spearheaded by Riccardo Tisci's appointment as Chief Creative Officer. This transformation wasn't solely about the clothes; it extended to a holistic reimagining of the brand's identity, heavily influenced by a strategic realignment of its marketing and visual merchandising strategies. This article delves into Burberry's visual merchandising efforts in 2019, examining how these investments, planned to reach a high single-digit percentage of sales, supported the brand's overall marketing framework and contributed to its renewed brand image. We will explore the interplay between the visual merchandising strategy and other key elements like the Burberry logo design, branding campaigns, store design, and overall brand strategy.
The Context: A Brand in Transition
Burberry in 2019 was at a crucial juncture. While possessing a rich heritage and instantly recognizable branding (the Burberry check, the Burberry horse riding horse, the Burberry store logo), the brand needed to revitalize its appeal to a younger, more digitally savvy audience while retaining its core clientele. This required a multi-pronged approach, with visual merchandising playing a pivotal role in communicating the new brand narrative. The significant investment in this area demonstrated the company's commitment to translating its updated brand strategy into tangible, impactful experiences for its customers.
Visual Merchandising as a Key Component of the Marketing Mix:
Burberry's marketing mix case studies from 2019 highlight the crucial role of visual merchandising. It wasn't simply about displaying merchandise; it was about crafting a compelling brand story. The visual merchandising strategy was intricately linked to the broader branding campaign, aiming for consistency and synergy across all touchpoints – online, in-store, and through other marketing channels. The high single-digit percentage allocation to visual merchandising reflected the brand's understanding that in-store experiences are vital, even in an increasingly digital world. These experiences needed to be as meticulously crafted as the Burberry merch itself.
Elements of the 2019 Visual Merchandising Strategy:
Several key elements characterized Burberry's visual merchandising strategy in 2019:
* Modernized Store Design: Burberry stores underwent a significant refresh, moving away from traditional luxury retail aesthetics towards a more contemporary and inviting atmosphere. This involved incorporating new materials, lighting designs, and spatial arrangements to create a more immersive and engaging shopping experience. The Burberry store logo, often subtly incorporated into the design, maintained brand recognition while aligning with the updated aesthetic.
* Thematic Displays: Instead of simply showcasing products, Burberry's visual merchandising incorporated thematic displays reflecting the current branding campaign. These displays often told a story, leveraging the brand's heritage while showcasing the contemporary designs of Riccardo Tisci's collections. This storytelling approach helped to connect with customers on an emotional level, moving beyond a purely transactional exchange.
* Digital Integration: Recognizing the importance of digital channels, Burberry integrated digital elements into its in-store visual merchandising. This included digital screens showcasing campaign imagery, interactive displays offering product information and styling advice, and personalized experiences tailored to individual customer preferences. This seamless integration of online and offline experiences enhanced customer engagement and brand loyalty.
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