Burberry: how Big Data driving success in brand
Blog#8
Name : 前原優希 yuki
Student ID : D0732355
Source : https://www.bernardmarr.com/default.asp?contentID=1282
Burberry is one of the best-known luxury fashion brands in the world. They are busy reinventing itself as an “end to end” digital business, using Big Data and AI to enhance sales and customer relationships, as well as combat counterfeit products.
Burberry’s strategy for boosting sales hinges upon nurturing deeper, more personal connections with its customers.
It achieves this end by encouraging loyal customers to share their data through various reward and loyalty programmes. For example, if Burberry knows that you bought a particular handbag recently, then in-store assistants could show you a coat that has proven popular with other buyers of the same handbag. This system leands Burberry increasing their sell up 50%.
They also use Big Data to find fake product that copy their design. The company uses AI-powered image recognition technology from Entrupy, which is capable of identifying whether a product is genuine or not just by looking at a photograph. By assessing tiny details in the weaving and texture, the system can reportedly identify a bootleg item with 98 percent accuracy. This allows Burberry to move quickly to shut down businesses offering counterfeit products.
Much of Burberry’s tech-based transformation is evidently focused on creating highly personalised relationships with customers. Its strategic use of techniques from the online retail world to the more intimate environment of luxury stores is inspired. But the company won’t be stopping there. It continues to look at new ways to leverage technology in order to maintain its position as a leading fashion brand.
Much of Burberry’s tech-based transformation is evidently focused on creating highly personalised relationships with customers. Its strategic use of techniques from the online retail world to the more intimate environment of luxury stores is inspired. But the company won’t be stopping there. It continues to look at new ways to leverage technology in order to maintain its position as a leading fashion brand.
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ReplyDeleteA very interesting article! as a common customer i never expected how big of a role big data has on fashion. Building brand loyalty is very important to this luxury companies, and with big data it is all easily managed and well structured. i never thought when employees in the store recommends you with an item that goes with the item that you have or bought is a product of big data. i thought it was purely fashion sense and knowledge of their brand. I also found using AI to use image recognition to find and shut down counterfeit products a very interesting topic because as a regular consumer, we are always worried about the authenticity of the products that we buy outside of the original retail store. removing counterfeit products from the market not only helps the company but also helps the customers. But by removing counterfeit products, Burberry can maintain their customer loyalty and also maintain their brand image. since more and more counterfeits are showing in the market, this is truly a saviour for not only burberry but also other brands offering luxury products. i am very curious on how these large companies are going to utilise their data in the future and also how technology enhancements are going to affect a companies strategy to increase their sales.overall, a very informative and interesting article on the use of big data in the fashion industry. an insight that i never thought i needed. a very incredible and fun article, good job!
ReplyDeleteAwesome article explaining how Burberry uses Big Data to expand their success. It is good to see an example of Burberry, one of the largest companies on its field, using big data. Big data is one of the most popular topics on business today, and by reading articles like this, we can perceive more concrete benefits of using Big Data in a company. My favorite part is the use of image recognition to find fake products that are copying their designs. I like how the article gives us many different examples of what a company can do using Big Data to improve the efficiency and effectiveness of the company. In this article, we can see that burberry’s strategy is to create deep and personal connections with its customers by encouraging customers to share data by offering them rewards and other things if they share their data. This strategy boosted their sales and they use these data to kind of predict which products this person would be interested in. It is really interesting and nice to see the many possibilities that data offers to businesses. In my perception by what I have read until now about big data, it seems that in the future it will become a “must” for every business. It is like a gold mine that if explored correctly can give the company a lot of advantages when compared with its competitors, and also increase the companies revenues as well. So basically, I think it is really interesting to read an article like this, to know how big companies uses Big Data.
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