Burberry is an awesome brand.
Not just because it is one of the chief reasons London can lay claim to being the world’s fashion capital right now. Not just because CCO Christopher Bailey comes across as such a lovely, down-to-earth chap. And not just because their spring/summer 2012 collection includes such gems as this gorgeous lapiz crochet trench coat.
Burberry may be ‘the biggest luxury brand in social media’ (thanks to a wide-reaching use of social technologies, its own social network ,and a huge number of fans and followers) but that doesn’t impress as so much as how the brand is using those tools and engaging that community. For example:
“You have to create a social enterprise today; you have to be totally connected with everyone who touches your brand. If you don’t do that, I don’t know what your business model is in five years.”