Burberry transformed from a ponderous, trench coat company to one of the leading examples on trends, fashion, fragrance and beauty. The luxury brand redefined what a world class customer experience should be, digitally and physically.
When you are on the website you feel the urge to touch everything you see. I went to the beauty section and I literally wanted to dip my fingers in the eyeshadow and polish my nails with the irresistible nail polish which was jumping from my screen.
If you enter the website you enter a world of luxury and refinement. You can almost feel the fine materials in your hands and the neatly taken pictures show you the iconic check under collar of the classic trench.
It wasn’t always like this. It took them seven years, but Burberry saw a Mind-blowing transformation.
It is not an underperforming, marginalized, over-licensed, and decentralized brand anymore. Nowadays it is one of the most valued, beloved and valuable luxury brands in the world. It tripled sales in the last five years.
Burberry seamlessly integrated its online and offline experience so it never feels like two different companies.
Read more and extensively about the historic transformation: HBR’s “Burberry’s CEO on Turning an Aging British Icon into a Global Luxury Brand.”
Image source: https://uk.burberry.com/beauty/