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Burberry was one of the clear winners when it came to grabbing attention during London Fashion Week this season. Aside from its show, which proved the brand’s star power — attendees included Kylie Minogue, Jason Statham and Jodie Comer — Burberry got people across the city talking with its marketing campaigns. Bond Street tube station was transformed into “Burberry Street”, the brand’s resurfaced knight logo was stamped on pavements, and its branding adorned the popular Norman’s Cafe.
On 19 September, during London Fashion Week, Vogue Business and Amazon Ads hosted an evening reception at 1 Warwick to discuss the opportunities and challenges facing fashion when it comes to capturing attention and translating that into sales, as well as how brands are innovating to improve the customer experience. Vogue Business Members heard from Caroline Orange-Northey, head of the lifestyle division at Amazon Ads (which includes fashion), and Giorgio Belloli, chief digital, customer and innovation officer at Burberry.
“We live in a world of shortened attention spans and heightened multitasking,” said Orange-Northey. “Cutting through is increasingly difficult. When it comes to digital marketing, it’s no longer enough to simply generate impressions; you need to create a lasting impression. A memorable moment that evokes emotion and elicits action.”
As a result, brands are moving away from the attention economy towards the intimacy economy, she pointed out. “That’s about brands really tuning into what customers are passionate about, and trying to develop a much deeper emotional connection.” There are several ways in which brands can be part of the intimacy economy: one is harnessing data and insights to create personalised experiences. Another is tapping communities on platforms like Twitch. Research commissioned by Amazon Ads shows 70 per cent of fans engage with their subject or activity of interest every day, and two-thirds are positive towards brands that meet them in that space, with authentic stories.
For Burberry, this drive to connect with the customer was part of the reasoning behind its city-wide campaign this London Fashion Week, said Belloli. “We want Burberry to be a brand you associate with your lifestyle. And that’s why it was important for us to [be across several] touch points, from taking over Terminal 5 [at Heathrow Airport] to Norman’s Cafe, to the stencils on the ground.” The brand also unveiled a redesigned website earlier this month, with a focus on personalisation to ensure each user has a unique experience.
Customers increasingly prioritise three things when it comes to shopping, said Orange-Northey: convenience, sustainability and inclusivity. This is especially true for younger generations. “Inclusivity is to Gen Z what exclusivity was to millennials,” she quipped.
Technology is transforming the fashion industry, from digital printing to augmented reality, virtual reality, blockchain and AI — bringing new opportunities to engage consumers. Amazon Ads works a lot with AR and VR, in particular in beauty, footwear and eyewear. “Customers like to see what things will look like, and these tools really help to enhance that,” said Orange-Northey. She highlighted examples such as Amazon’s work with Levi’s to enable customers to choose to see clothing on a model that best represents their bodies. “There are some very quick wins in terms of leveraging technology to enhance the shopping experience,” she added.
Burberry has been ahead of the curve when it comes to gaming, including a well-thought-out Roblox activation. Now the focus is on “how we can start playing a part in the gaming community, rather than just focusing on the game itself”, said Belloli. “Innovation is not just about tech. It’s about thinking differently.”
The event was held at 1 Warwick members’ House, sister to Fitzrovia’s Mortimer House — a place to connect, create and celebrate at all hours. Home to heartfelt hospitality and a vibrant programme of cultural happenings.
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