BURBERRY. RESEARCH ON MUSIC AND THE BRAND

HERE IS SOME INFORMATION FROM THE WEB-SITE, PROVING THE MUSIC HAS BEEN A HUGE PART OF THE STRATEGY OF THE BRAND

and Also an interview with the musician that was a part of Burberry for their branding strategies.


ENGAGING MUSICIANS IN THEIR CAMPAIGNS WAS ONE OF THE KEY STRATEGIES

I INTERVIEWED ONE OF THE 'FACES' FROM AW2011 CAMPAIGN, MY FRIEND

  MATTHEW WHITEHOUSE OF THE HEARTBREAKS FOR THIS RESEARCH

HOW DID YOU START COLLABORATION WITH BURBERRY?

 An intern who was over from New York happened to catch a Heartbreaks show at Proud Galleries in Camden one night and decided put my name forward for the campaign. Horseferry House got in touch, I went for a cup of tea with Christopher Bailey and the rest, as they say, is history.

HOW DOES IT FEEL TO BE A PART OF FASHION WHEN INITIALLY YOU START AS A MUSICIAN?

I think Burberry use musicians in a very positive way. Never once, as it easily could with a brand so large, does their use of music feel exploitative. On the contrary, it always feels collaborative and born from a genuine love of that very British link between fashion and music. 

WHAT DO YOU THINK ABOUT BURBERRY'S STORES AND THE WAY THEY ARE PRESENTED?

Everything Burberry do, they do to the highest possible standard and by that I mean, when they put on a show, the sound is always good, the lighting is always good and the production is always good. I think, with a brands physical presence on the high street obviously becoming less and less important, encouraging consumers to view their spaces in different ways is vital.

WHAT IS SO IMPORTANT ABOUT THEIR RETAIL PRESENCE?

 As touched upon above, allow customers to use stores in a more immersive way is going to be very important in the future. Rolling out some of the features from their flag-ship Regent St store, for example, could be how they achieve this.