What keeps a company in business in today’s competitive retail market? For the luxury brands, buyers insist on the quality of merchandise accompanied by exceptional customer experiences. Within minutes of entering a boutique, can a prospective buyer be confident of a friendly atmosphere, of comfortable surroundings, and that of a customer service consultant capable of expertly assisting without being annoying?
Welcome to the world of Burberry, a company which dates back to 1856 with 21-year-old Thomas Burberry opening his own outdoor apparel shop in Hampshire, England. Introducing gabardine, a water-repellent and comfortable fabric, Burberry’s trench coat eventually became a household word often included in the wardrobes of the rich and famous, and happily filtering down to the working class.
But it’s not just about the high end clothing even though the men’s single breasted trench coat sells for $1,295 or the cotton polo with the Burberry distinctive tartan trim sells for $150, it’s also interesting to observe some of the innovative methods used in a highly competitive market to set themselves apart. Chief creative officer Christopher Bailey made sure only one central location would be responsible for the Burberry theme; thus concentrating on design and the ‘brand’ which is inexorably fashion. The strong growth in China has boosted the organization’s growth more than 13 percent in the last three months, and according to Wikipedia, the organization has 500 stores in over 50 countries.
With the expert incorporation of social media, Burberry has more than 10 million Facebook followers, but even Twitter was not to be the final public method of expanding the younger consumer desire of fashion and function communication. Burberry began its own social platform capitalizing the roots of their 150 year-old British tradition with The Art of the Trench, described as a “living celebration of the Burberry trench coat and the people who wear it.” Where one might think that customers may have turned up their perfectly coiffed hair at such a public display, the site is full of young, good-looking customers; even featuring a few pint-sized kiddies modeling their trench coats.
And in my own experience, the Burberry store in Palm Beach Gardens offers the visually appealing, experienced sales consultants, and the ease of completing a purchase with the least amount of stress. Since 2012, sales personnel use iPads as part of the company’s technological makeover which contains customer history, buying preferences, and all that is needed to tailor one’s shopping experience. Match that with their online collections, excellent return policies, concierge service, and alteration facilities, the customer experience keeps you smiling and relaxed. Shopping should be enjoyable, and should it matter if we pay $49 or $149 for a polo shirt? Can’t other stores take a lesson or two from a London tradition who just seems to do it better than most stores?
