What brands like Burberry are learning through co-creation with customers

Former services standards executive from Burberry and now consultant on retail customer experiences shares how brands can tap into social media and customers to innovate

Francesa Danzi
Francesa Danzi

Shoppers around the world often look to fashion houses to set the latest trends. But even the most iconic of luxury fashion designers can learn a thing or two from its customers thanks to social media and co-creation.

For London-based luxury brand, Burberry, the journey to integrating customer concepts into its products began in 2009 with a simple online campaign called Art of the Trench. This called on customers to upload images of themselves wearing Burberry’s famous garment.

The campaign garnered more than 400,000 uploaded images in its first week, from fans in 191 countries, from a campaign based purely around public relations and word-of-mouth marketing including the fashion blog site, The Sartorialist. After nine months, more than 9 million visitors had come to the site.

Francesca Danzi was the global service standards manager for Burberry at that time. She pointed out that 2009 was a long time before the current ‘selfie’ trend had taken off. Speaking at the Customer Experience Tech Fest in Melbourne, she said the campaign enabled customers and fans to participate at two levels.

“Existing customers could upload their pictures, and aspiring customers could vote, like, share and start conversations with people that had uploaded pictures,” Danzi said.

“The designers at Burberry took a lot of inspiration from the styling of these people around the world. They started to see trends and ways of wearing this garment across cultures, and across the world, and started to give inspiration and create opportunities for designers internally.”

That lead to Burberry Bespoke, a service that allowed customers to design and order garments online. It also kickstarted Burberry’s social media activity. Burberry remains the most popular luxury fashion brand on Facebook, with more than 16 million fans.

Danzi went on to hold a number of roles with Burberry until leaving in late 2014 to start her own retail customer experience consultancy.

She said her experience at Burberry demonstrated the power of co-creation and sharing as a means of delivering value and profit by allowing customer participation, and balancing the producer’s desire for mass production against the consumer’s desire for something that is very, very personalised.

“Co-creation is right at the centre,” Danzi said. “It is industry-led, but has the customers at the core, and they can really participate. In a way customers and brands are at the same level.”

For Danzi, one of the most interesting examples of co-creation and the sharing economy happening today is Made.com, a furniture retailer that allows customers to vote on the designs that they want to see manufactured.

Because the company only has a limited showroom presence in the UK, it has created a service called Made Unboxed, where customers upload pictures of Made furniture within their own homes or workspaces. They can also nominate to allow would-be buyers to visit their homes to see and feel the products for themselves.

“They are testing it in the UK and it is working,” Danzi said. “It works because customers want to be inspired by not only the product itself, but by the way the product is put in a context.

“People are used to sharing, and their houses function as showrooms for the product. It is creating a crowdsourced customer service base.”

Danzi said Made is now considering an incentive scheme to further reward those customers who effectively become its representatives.

“When this happens it means the link between the customer has gone well beyond functionality and brand,” she said. “It is deeper, and it helps people to express themselves in a creative way and really participate with their own tastes, with their own knowhow, and with their own style, into the life of a brand.”

More on how brands are co-creating with customers

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in