Brief Analysis on Digital Marketing Strategy of Burberry, Anthropologie and Beacon's Closet

Editor's Notes

• #8: Social media savvy with big tribe group:Every single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events.Interestingly there are very few links back to Burberry’s ecommerce site. Instead it uses Twitter to promote and build its brand image, leaving it up to users to find their way to the online store.Burberry has a separate feed for customer service, which is a strategy adopted by many other retailers as it means marketing messages and customer queries don’t get mixed up with one another.The one time in recent months that it has communicated directly with its followers was as part of an initiative to reward people for retweeting one of its images.
• #9: "People arrive at Burberry.com from many different entry points," said Bailey, "because that's how the internet works. They might find us through music, for example."
• #10: A network of small high-speed lifts concealed behind restored panelling has been added because the online shopper, accustomed to knowing in the space of a click whether an item is available in their size, will not put up with waiting the 10 minutes it could take a sales assistant to travel to and from the stockroom in a building which has 25 staircases and 1,500 sq m (16,000 sq ft) of backroom space.Clothing in the store is embedded with chips which can be read by screens and mirrors using radio-frequency identification technology. When a customer walks into a changing room holding a jacket, one of the mirrors might respond by turning into a screen showing images of how it was worn on the catwalk, or details of how it was made.
• #11: Patrizio Bertelli, the chief executive of Prada, told Harvard Business Review in 2012 that he would not sell high-end Prada collections online because he is "concerned about compromising our image by using a channel where secondhand cars and books are sold".
• #15: Direct storytelling: recipes, travelling, home decorating, creating art. Tips: summer reading, honeymoon, fashion Videos from partners Fresh stories from their designersEvery single tweet includes either a video or an image, often of celebrities wearing Burberry clothes at social events.Interestingly there are very few links back to Burberry’s ecommerce site. Instead it uses Twitter to promote and build its brand image, leaving it up to users to find their way to the online store.Burberry has a separate feed for customer service, which is a strategy adopted by many other retailers as it means marketing messages and customer queries don’t get mixed up with one another.The one time in recent months that it has communicated directly with its followers was as part of an initiative to reward people for retweeting one of its images.
• #23: No doubt that all brands try to use as many social media as possible because it's a trend and sometimes they make mistakes: they don't know how to present themselves right and where. BUT what I like about Anthropologie is that It uses all channels right to the purpose as if it was a real person; nothing is irrelevant or in the wrong place; Twitter provides customers with news from other sources which they as people like, Pinterest - with ideas, Instagram - simply with pictures (no videos!), Videos are on Youtube and Vimeo, Facebook – an overall picture of their life and a lot of conversation with customers; Blog – their thoughts, vision, opinion. Website simply works for them and sells clothes. So Anthropologie really operates effectively in all channels as if it was a real live person. I can definitely say it has a brand personality and uses all the social media wisely.
• #24: Anthropology provides responsive design. The user experience after trying all the devices is positive. I especially like the website because the e-commerce element is well thought and built. The online shop is very simple and convenient.  
• #25: Social tribe reflects real customers Social media content mix with editorial and user generated contentDefinitely yes. Anthropologie made a wise step to be present on Pinterest because their target is women. So the channels perfectly align with the customer behavior. The message is very understandable and interactive, Anthro uses a lot of videos and audio + pics = visuals. Anthro uses pull marketing by generating lots of conversations with its customers via all the social media.  
• #26: the slide will begin with displaying consumer decision journey map in the digital world--which is different from the traditional one as we talked about in class. the consumer decision journey doesn't go along with the loop any more. Which means, it's no longer consideration-evaluation--commit--buy; with the help of social media, consumers can make a purchase decision at any stage of the journey.  and then the slide will display all the social media platforms we talked about in previous slides. although consumers are constantly surrounded by all the platform, each of the platform has its role: across the 3 brands, twitter accounts serve as a place for new product and sale announcementBurberry's Tumblr, Anthropologie'sPinterest and Beacon's Closet's blog serve as an inspirational source for brand building and purchase stimulus finally, all 3 brands' website are ultimately their ecommerce stores. consumers are constantly surrounded and engaged by brands on all social media channels and are driven to the store or ecommerce site at each stage of purchasing cycle. after they buy and experience the product, whether they like it or not, they would share their thoughts with friends on social media, especially on facebook, twitter and instagram.  
• #27: Burbbery:the voice they have right now is still cooperate. Customers are talking to a brand instead of a real person. Think about @Oscarprgirl for Oscar de la Renta and @Bergdorfs for Bergdorf Goodman, a real person talking would make audience feel more engaged and would not degrade brand elegance at all. Think about Louis Vuitton who does extremely well at their “travel” and lauggage series Anthropologie:– Farmers market, Art workshops with design crush, Fashion’s Night Out, Live concerts