Burberry: Selling the 'Trench'

Angela Ahrendts, the CEO of Burberry came to BSU (being an alumni herself) on March 16th to speak about the new launch of their digital site. Burberry needs to sell this "idea of cool" so their CEO travels all around the States promoting their idea of cool with the "trench" look. Being the digital native generation that we all are, it seems fitting that this is essential to any label nowadays.She also spoke of how she came to be were she is in the industry a bit, but the main focus and the BIG presentation was about Burberry's new site, Burberry World (the mobile version of Burberry World debuted the week before).

The stage in Sursa hall sported a screen above the stage showing the Burberry logo along with a timed presentation (Pecha Kucha style), slideshow of video along with Angela reading her speech from her iPad. Angela even sported an iPad, focusing this idea of cool and fashion on the new and the now. Her essence of cool right off the bat was more than needed, but add the stiletto boots, her Burberry trench, colored hair and call it a day.

She is the essence of cool. She is being sold to an audience of college students in Midwest America, from her roots of where she is from and we all are taking her in. Many forget, or at least I do about the promotional tapestry behind her and focus on her, just her. This is what it takes to make it big, become an important figurehead of a global company, and have a family to boot.

Burberry has used celebrity icons to sell their merchandise and clothing. Emma Watson, Kate Moss, and others have sported and been the campaign icons for Burberry. This new online and digital age for Burberry is just a new step in creating that "cool" and "in" look. They even sport new musicians and up and coming new talent on the site suggesting to their customers that they want them to express themselves through music and clothing. The company has spread, like most have, to Facebook and Twitter. They are selling that a brand equals a promise to their customers and that what is most important is the brand's intangible relationship with it's customers.

This global company is selling to millions daily and is the largest company in the UK to date. Established in 1856 by Thomas Burberry, this is the 155 years celebration of Burberry and I am sure there will be many more to come.