Within Angela Ahrendts' five-year tenure as CEO of Burberry, the multibillion-dollar company has become a global pioneer in digital marketing in the fashion industry. The brand has maintained an edge in both product and marketing, shown if not by the addictive nature of its digital-marketing materials -- a 2009 street fashion montage called Art of the Trench and the newest Burberry Acoustic campaign for spring 2011 -- then by continued increases in sales.
"Burberry had a strong finish to , driven by our design, digital marketing and retail initiatives, as well as good early progress in China," stated Ms. Ahrendt in a recent financial report.
The decision-maker entrusts initiatives to chief creative officer Christopher Bailey, who has played a high-profile role as brand ambassador and marketing mastermind. The latest Acoustic effort and associated creative, as well as the new casual Burberry Brit fashion label, are attempts to lure in younger consumers without hypnotizing them with plaid. The online campaign features a group of young Brits with fashionable bed-head and original acoustic tunes.
For its 2011 spring show in late 2010, the brand continued its global live-streaming effort, and also handed out iPads for customers and insiders to pre-purchase items through a custom-built app, representing its first foray into mobile e-commerce. The initiative, called Burberry Retail Theatre, addresses a problem -- a gap in when new fashions are shown and when consumers can purchase them -- that's plagued an industry rife with consumer demand for years.An earlier version of this story incorrectly identified Christopher Bailey as creative director.