Media Issue - Mid Term Break 2

Source: MMScene

Monday Media Topics from the Australian this week has been relatively boring and not as interesting as I expected. It may be due to the holidays coming up or just a coincidence. However, I have chosen a very up to date article from last week which caught my attention for two things: one was the name of the brand stated in the title (Burberry) and second was the goal they were trying to reach (replacing staid with cool). 

The whole title of the article reads: Burberry starts with China in global digital bid to replace staid with cool. 

Because I have studied Public Relations I was triggered to read it and share it with you. The article explains how the British clothing company Burberry is having a major goal for this year to change their image from boring to cool. However, the main focus in the piece is the way they are doing this, the way they are implementing their strategy - by engaging with China's digital world and the fact that this country is the one with the fastest technology growth and development. 

Burberry are placing touch screen displays in their stores in China and giving their staff iPhones so they can be able to give better service to their customers by showing them items online and making the shopping experience more interactive. Profiles of the company or the so called 'fan pages' have been created with the purpose of connecting to their target audience on another digital level that allows them to share experiences regarding the brand. Bringing the store in their homes, Burberry has already online shops specifically designed for China ans has hired staff speaking Chinese and Mandarin in their stores in the USA and Europe who will assist Chinese tourists.

I am not surprised about the step that the company is taking, as research shows that Chinese are one of the top nations consuming luxurious goods and products. There is no doubt that this industry will be growing and that certain needs and wants from the customer point of view should be satisfied. Burberry have made a great decision in my eyes, for going digital and targeting China as one of the biggest markets for their business. By giving Chinese people the opportunity to experience better customer service (interactive displays, online shops and blogs, fan pages on Chinese networking sites, 24 hour live chat for customer service) Burberry will most probably succeed in their plan to expand their market shares in the country as well as reach their strategic goals for changing their image from boring to cool. 

The way I see it is that nowadays technology is one of the definitions of 'cool' products and we observe how companies develop new products in no time as they feel the need to meet their customers' needs and wants as well as make sure their profits do not go down the drain. Going digital is very crucial in this digital society where everyone and everything has gone online and viral, where people spend more time with technology rather than friends and family. For a company in the luxury industry, spending money on such improvements and strategies is vital as they have to keep up with the digital era and do everything to satisfy customers. 

To access the original article, click here.