Brand Adoption: More Beneficial than Before
Come September, Burberry comes to consumers quicker. This month, Christopher Bailey confirmed the trench-and-plaid-powerhouse would pump-up its season-less clothing, putting men’s and women’s pieces on catwalks together. Clothes will strut straight from runway shows into store windows, point-of-purchase materials and advertisements. The move is natural and strategic given Burberry’s trajectory to a wider-customer runway involvement. Once, lagging months between shows and selling were wholesale buyers’ chances to predict and pick their customers’ Fashion Week favorites. Advertisements were avenues for product awareness, which unlike today’s Instagram posts, put average prospects’ peeks at clothing just prior to their ability to purchase it. But once online, live-show, streaming stole steam from advertising campaigns, and catwalks became interactive social experiences where audiences could learn about, review and share looks, things changed. Now, customers start the brand adoption process—awareness, interest, evaluation—before the last look leaves the runway. Why dilute their likelihoods to move onto the trial, decision and confirmation phases by sticking months between stages?