COP III - Burberry September 2017 Runway Collection Booklet & Garment Tags

Booklet

In addition to the augmented reality window displays at Burberry’s Regent Street store, I have a also proposed a booklet showcasing all looks within the collection in printed collateral. 

This booklet instructs that the 10 looks featured in the store windows may also be viewed live within this printed format using 

the AR camera function, and are surrounded by a black box in indication of this. This format, which can be sent out via post at request or collected in-store, allows for greater accessibility to the brand for those who live outside of London but wish to remain involved within Burberry’s dialogue, or those who want to prolong the experience. 

Also, every look in the booklet is accompanied by a small barcode which when used in conjucntion with the AR camera function may open product details, suggested pairings and/or style tips. 

Consistency of Burberry’s visual language is maintained through out, with the page layout, typography and scale mimicking the online viewing format of the collection, aiding the seamless brand-consumer interaction required to create appeal 

to millennials. 

Garment Tag

Similarly to the barcodes in the booklet, proposed bar codes on garment tags may show product details, suggested pairings and/or style tips. 

COP III - Burberry App Journey to Augmented Reality

In order to demonstrate the proposed augmented reality functionality when using the Burberry app, I have created additional pages consistent with the brands existing app layout/visual language that depict the journey from phone lock-screen to augmented reality visual.

In order to ensure visitors to the store who own the app don’t miss out on the augmented reality window displays, I have proposed that the phone uses location services to prompt consumers when

they are near the store to open the app and thus enhance their experience. The screen would read:

‘Welcome to Burberry Regent Street. Open the app to explore the world of Burberry.’

Consumers would be able to dismiss the prompt or instruct the phone to open the app and discover the augmented reality feature on the home page which, in consistency with the window display, reads

‘Check It Out’ followed by ‘Explore the September 2017 runway collection in augmented reality at our Regent Street store.’ This reinforces the exclusive nature of the experience.

Before entering the augmented reality camera function, and additional page asks the user ‘Missed The Show?’ followed by ‘Watch the looks from the September 2017 show come to life in our Regent Street store windows using augmented reality’ and finally a ‘Get Started’ button. This personal dialogue with the user allows them to feel connected and included with the brand. As the first luxury brand to broadcast their fashion show from London to five international cities simultaneously, live and in 3D in 2010, it is important to both Burberry and the consumer to maintain this level of inclusivity within their brand-consumer relationship.

To engage in the in-app augmented reality feature, all customers have to do is point the camera at the look and, as instructed, ‘TAP THE LOOK TO SEE IT LIVE.’

This will show the inanimate look featured in the window change on the phone screen, live and in motion. The app may be downloaded by anyone with an Apple iOS device. 

COP III - Dissertation Bibliography

Books & eBooks

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Deloitte (2018). Global Powers of Luxury Goods 2017 - The New Luxury Consumer. 1st ed. [ebook] London: Deloitte. Available at: https://www2.deloitte.com/content/dam/Deloitte/global/Documents/consumer-industrial-products/gx-cip-global-powers-luxury-2017.pdf

Fromm, J. and Garton, C. (2013). Marketing to Millennials: Reach the Largest and Most Influential Generation of Consumers Ever. 1st ed. New York City: Amacom.

Ozuem, W. and Azemi, Y. (2017). Digital Marketing Strategies for Fashion and Luxury Brands. 1st ed. Hershey: IGI Global.

Planelles, D. (2017). Luxury Surrenders to the Internet: Understanding the impact of the Millennial generation.. 1st ed. Madrid: IE Premium and Prestige Business Observatory.

Tungate, M. (2009). Luxury World: The Past, Present and Future of Luxury Brands. 1st ed. London: Kogan.

Journals

DaVaney, S. (2015). Understanding the Millennial Generation. Journal of Financial Service Professionals, 69(06).

Kim, A. and Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10).

Phan, M., Thomas, R. and Heine, K. (2011). Social Media and Luxury Brand Management: The Case of Burberry. Journal of Global Fashion Marketing, 2(4), pp.213-222.

Online

Astrid Wendlandt and Pascale Denis, R. (2015). Why some luxury brands are reluctant to sell online. [online] ABS-CBN News. Available at: http://news.abs-cbn.com/business/04/25/15/why-some-luxury-brands-are-reluctant-sell-online [Accessed 17 December 2017]

Baron, K. and Dorfer, S. (2016). Luxury Product Customisation Boom. [online] stylus.com. Available at: http://www.stylus.com/gdjbdt [Accessed 13 January 2018 ]

Ben-Shabat, H. (2015). The New Luxury Consumer? Think: Multiple Consumers - The Robin Report. [online] The Robin Report. Available at: http://www.therobinreport.com/the-new-luxury-consumer-think-multiple-consumers/ [Accessed 03 December 2017 ]

Biron, B. (2017). Driven by fast fashion, millennials choose luxury accessories over clothing - Digiday. [online] Digiday. Available at: https://digiday.com/marketing/driven-fast-fashion-millennials-choose-luxury-accessories-clothing/ [Accessed 04 January 2018]

Boykiv, Y. (2016). Luxury is meaningless. Or why millennials want more than just a brand. [online] Retaildive.com. Available at: https://www.retaildive.com/ex/mobilecommercedaily/luxury-is-meaningless-or-why-millennials-want-more-than-just-a-brand [Accessed 19 December 2017 ]

Coley, S. (2017). Why new luxury brands are causing disruption. [online] thedrum.com. Available at: http://www.thedrum.com/opinion/2017/11/21/why-new-luxury-brands-are-causing-disruption

[Accessed 06 January 2018 ]

Davis, S. (2014). Burberry's Blurred Lines: The Integrated Consumer Experience. [online] Forbes.com. Available at: https://www.forbes.com/sites/scottdavis/2014/03/27/burberrys-blurred-lines-the-integrated-customer-experience/#ec4266a3cc61 [Accessed 10 January 2018]

Deloitte (2017). Reaching the New Luxury Consumer. [online] Wall Street Journal. Available at: http://deloitte.wsj.com/cmo/2017/06/20/reaching-the-new-luxury-consumer/

[Accessed 8 December 2017]

Follows, T. (2015). The future of average: why millennials and Gen Z are striving for the unique. [online] campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/future-average-why-millennials-gen-z-striving-unique/1370716 [Accessed 19 December 2017]

Franzé, G. (2016). Creating the Ultimate Luxury Fashion Customer Experience. [online] Ama.org. Available at: https://www.ama.org/resources/Pages/creating-ultimate-luxury-fashion-customer-experience.aspx [Accessed 11 January 2018]

Goldston, N. (2017). What You Need To Know About Luxury Consumer Trends For 2018. [online] Forbes.com. Available at: https://www.forbes.com/sites/njgoldston/2017/12/29/what-you-need-to-know-about-luxury-consumer-trends-for-2018/#11eb0da421eb [Accessed 6 January 2018]

Gustafson, K. (2015). Millennials redefine luxury—and the stakes are high. [online] CNBC. Available at: https://www.cnbc.com/2015/02/18/-redefine-luxury-and-the-stakes-are-high.html

[Accessed 03 December 2017]

Hearst UK. (2016). The New Language of Luxury: How Millennials are changing the shape of luxury - Hearst UK. [online] Available at: http://www.hearst.co.uk/news/new-language-luxury-millennials-changing-shape-luxury [Accessed 15 December 2017]

Kestenbaum, R. (2017). This Is How Millennials Shop. [online] Forbes.com. Available at: https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-how-millennials-shop/#6fd6fed3244c [Accessed 8 January 2018]

Klara, R. (2017). Luxury Brands Just Got One More Reason to Hate the Internet: Spoofing. [online] Adweek.com. Available at: http://www.adweek.com/brand-marketing/luxury-brands-just-got-one-more-reason-to-hate-the-internet-spoofing/ [Accessed 28 December 2017]

Neate, R. (2013). How an American woman rescued Burberry, a classic British label. [online] The Guardian. Available at: https://www.theguardian.com/business/2013/jun/16/angela-ahrendts-burberry-chav-image [Accessed 10 January 2018]

Parisi, D. (2017). Multichannel and Millennial Tastes will Shape Luxury in 2018. [online] Luxury Society. Available at: https://www.luxurysociety.com/en/articles/2017/11/multichannel-and-millennial-tastes-will-shape-luxury-2018-luxury-institute/ [Accessed 8 January 2018]

Popomaronis, T. (2017). Luxury Brands Are Becoming Big Players In The E-Commerce Game. [online] Forbes. Available at: https://www.forbes.com/sites/tompopomaronis/2017/02/28/luxury-brands-are-becoming-big-players-in-the-growing-ecommerce-game/#338357a32079 [Accessed 07 December 2017]

Rein, G. (2016). Think Tank: Why Millennials Are the Future of Luxury. [online] WWD. Available at: http://wwd.com/fashion-news/designer-luxury/millennials-luxury-spending-10417737/ [Accessed 12 January 2018]

Shayon, S. (2017). With Savvier Social Marketing, Burberry Checks In With Millennials. [online] brandchannel.com. Available at: http://www.brandchannel.com/2017/09/12/burberry-checks-in-millennials/ [Accessed 10 January 2018]

Soloman, M. (2017). How Millennials Will Reshape the Luxury Market. [online] Forbes.com. Available at: https://www.forbes.com/sites/msolomon/2017/06/20/how-millennials-will-reshape-the-luxury-goods-market-bain-luxury-report-2017/#48c883132f86 [Accessed 03 December 2017]

Spaulding, E. (2015). How Burberry Won Over Millennials. [online] LinkedIn. Available at: https://www.linkedin.com/pulse/how-burberry-got-right-millennials-elizabeth-spaulding [Accessed 10 January 2018]

Stickland, N. (2015). Luxury brands need to broaden from selling unattainable products to luxury moments. [online] Campaignlive.co.uk. Available at: https://www.campaignlive.co.uk/article/luxury-brands-need-broaden-selling-unattainable-products-luxury-moments/1361387?src_site=marketingmagazine [Accessed 29 December 2017]

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Wood, Z. and Kollewe, J. (2017). Burberry to reinvent itself as a super luxury British brand. [online] The Guardian. Available at: https://www.theguardian.com/business/2017/nov/09/burberry-to-reinvent-itself-as-a-super-luxury-british-brand [Accessed 10 January 2018 ]

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COP III - Burberry Regent Street Window Displays

With the looks selected from the September 2017 Runway collection, I have supplied each of them to the 8 windows - 2 looks featuring in each of the three larger windows and 1 look per each of the smaller windows. The window found on the corner of the store, instead of a look from the collection, features instructions on how to bring the looks featured across the stores other windows to life using the Burberry app.

This instructional corner window has been selected intentionally to ensure any passers by of the store, heading either way (along Regent Street or Vigo Street), are aware of how to interact with the augmented reality window displays. 

In addition the the mannequins/cut outs featured in the three larger windows, there is typographic information featured targeted at visitors to the store reiterating the AR experience to be had.

Large window 1 reads 'Check It Out' (a subtle reference to the casual comeback of the brands house plaid), followed by 'The September 2017 Runway Collection live in augmented reality.'

Large window 2 reads 'Front Row' (suggestive of visitors having an exclusive place in seeing the looks live, and up close), followed by 'Your phone is your seat to the show with the burberry app.'

Large window 3 reads 'See The Show' (in reference to the AR function allowing visitors to see the looks live, in motion), again followed by 'The September 2017 Runway Collection live in 

augmented reality.'

This contrast in type style and setting is used by Burburry across all platforms - from in-store graphics, to online website and smartphone app. This ensures seamless brand-consumer interaction is achieved.

Burberry’s sans serif typeface is Proxima Nova, used in contrast to the brands more notable Theano Old Style.

Smaller windows are featured below:

COP III - Selected Burberry Looks and Augmented Reality Videos

Following completion of the digital illustration of Burberry's Regent Street flagship store and identification of its 8 windows, I have selected 10 looks from the brand September 2017 Runway collection - 5 men's looks and 5 women's looks - to feature across them.

The looks have been chosen with consideration of visual cohesion within larger windows where two mannequins will stand. The still images will be shown like mannequins/cut outs within the store's windows, while the videos show what consumers will see when using the augmented reality function - which essentially shows the looks live, in movement, bringing the still images to life.

Below are the selected looks with accompanying augmented reality visuals/videos.

Look 1

Look 2

Look 3

Look 4

Look 5

Look 6

Look 7

Look 8

Look 9

 Look 10

COP III - Development - Burberry Regent Street Digital Illustration

Feeling inspired by Burberry's unprecedented turnaround for a brand which, for a time, was on the brink of utter disrepute and sector condemnation - achieved specifically through the targeting of millennials through digital platforms - I have chosen the British fashion house as the subject for the practical investigation. 

More specifically, I have chosen Burberry's flagship store on Regent Street, London. Unable to visit the store and photograph the building in person, below is an accurate, digitally illustrated depiction of the store that will allow me to devise the augmented reality window designs. 

As described by the woman responsible for the brands revival, Angela Ahrendts, ‘Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online. Walking through the doors is just like walking into our website’ (Ahrendts, 2014 in Davis, 2014).

As an overtly digitalised environment, Burberry Regent Street is the pinnacle of modern luxury consumption, and therefore is the most fitting of the brand's stores to feature the augmented reality window displays. Additionally, as one of the major shopping streets in London, the AR functionality can be experienced by a larger volume of people. 

Opened in 2012 following two years of renovation, the 27,000 square-foot, digitally integrated store's address is 121 Regent Street and it sits on the corner of the intersection with Vigo Street. It features 8 windows (3 large, 7 smaller) which span across the length of the building.

COP III - Net-a-Porter Augmented Reality Window

On the 8th September 2011, luxury online fashion retailer Net-a-Porter made its first move into a bricks-and-mortar space - 

featuring an interactive window display on London’s Mount Street in celebration of retail event Fashion’s Night Out, sponsored by Vogue magazine. 

The e-tailer commandeered the window of a hair salon for one night only to use it as a static backdrop displaying photos of luxury items. By holding up and an iphone with appropriate app to the backdrop, passers by were given the chance to win the pieces on show. All they had to do was press a ‘Shop Now’ button which directed the user to the Net-a-Porter website.

Proving highly popular, considering the large crowds of consumers gathered around it, the exercise demonstrated how successful augmented reality can be in creating unique experiences.