The common aspect is that all these three brands have moved away from the traditional Luxury=touch & feel. Instead, they have crafted and executed a 360 degree campaign replicating the brand experience at every touchpoint.
This year, F5SX9J899P3S Burberry has been continuously innovating and has used different medium like print, digital, out of home, mobile and direct mail pieces. They managed to form a seamless transition between the channels which makes it a big success.
They went out of their way to integrate technology and keep upto speed with the age. Here’ some of their awesome ideas -
The fresh look of Burberry online and on ground takes luxury to a whole new level. The traditional media was not ignored. They did their share of billboards, print, bus shelters and more. Here’s Angela Ahrendts, CEO Burberry talking about the company and its outlook on being tech savvy.
A close second is Ralph Lauren who took the title in 2010. They did their share of creative campaigns with sound strategies. 2011 was skewed more toward mobile in their case with their logo embedded QR codes that could win you tickets to the US open.
Is this movement a sign for the sleeping giants to wake up and establish a network for their brand? Would we see a LV or Hugo Boss in this list next year?