Sample Solution

In terms of Burberrys campaigns throughout the years, there are always two common factors; the classic check and a famous face. Celebrities such as Kendall Jenner, Cara Delevingne, Rihanna and Beyoncé are just some of the names that are associated with Burberry. Including well-known names and faces in campaigns will draw the right kind of attention to the brand because people like Kendall Jenner who have millions of followers and supporters will be and easily recognisable face and will attract her audience to the brand. Although these audiences may not be the typical clientele for Burberry shoppers as many of the supporters who follows these young women will be young women themselves who may not necessarily be able to afford to dress head to toe in Burberry, they would still aspire to be like these influencers or try and live the lavish lifestyle they have by wanting to own something from the brand whether that be the classic trench or the perfume. A lot of this strategy comes from people wanting to feel included and like they are on trend with these beautiful and successful young women. People will follow trends and use of products to fit in with society and feel accepted. Sheldon et al (2011) found that although social media platforms such as Facebook, Instagram and Twitter are there as a way of communicating “humans are designed to connect with others as well as to feel accepted by them. Facebook has been found to promote connections in two steps.” This feeling will drive people to use the platforms to avoid feeling alone and detached from society and will therefore use these platforms to build a sense of belonging for themselves.

A recent campaign with Cara Delevingne for the Burberry Her fragrance which captures Cara Delevingne in her hometown wearing the Burberry check and going around all the main hot spots in London. The concept behind this campaign was to reinforce how the perfume was influenced by London and its surroundings. Burberry described the perfume as ‘beautiful, bustling, creative metropolis, electric and full of life’. Therefore, it was essential to use a personality like Cara Delevingne because not only does she have a huge following but is also seen as a London ‘It Girl’ as she is someone who has grown up and become very successful in this city. Something else that Cara Delevingne stands for is being yourself and unique no matter what anyone thinks. She has been known in the past to talk openly about her style, sexuality and choices