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Burberry is one of the most valuable brands in the apparel market, where it stands out for its trajectory and textile innovation.
The fashion market has determined radical changes in the way brands interact with the consumer.
Fashion brands like Burberry o Zara are promoted with key sustainable actions, on how to interact with the consumer in times of inflation.
Fashion brands betting on promotion actions in inflation, where their image or operation betting on measures such as sustainability, seem to be the guideline to follow in the segment due to a key point and that is that consumer discretionary spending has been reduced, due to what is striking see the cases of Burberry with the setting on your logo and zara.
Given this context, where the consumer contracted their ability to pay for products, there are categories that, according to EY, are the ones that have been most impacted and the first of these is clothing, footwear and accessories, with 69 percent of consumers who described this expense as the hardest hit in the current economic period.
unexpected changes
Burberry debuts the logo and the letters of the famous brand appear in a totally different font, which speaks to us in large part of the changes that brands are relying on, especially now that discretionary spending on high-priced products is more reserved , due to the inflation that is experienced.
Thinking that the changes in Burberry are due to inflation forces us to establish considerations in this regard, from aesthetic changes to the reasons for doing so. Consider that the logo sports the traditional letters of the English brand, only now in a thin font.
Regarding the famous logo of a knight riding a horse in his armor, it is now highlighted in deep colors such as blue and white, which in the new campaign activated by the English firm acquire a very important role, since they shine throughout the activation.
The new logo features traditional Burberry lettering in a slim, elegant font. Meanwhile, his classic horse emblem is previewed with an illustrative outline in shades of white and deep blue.
In the campaign, by the way, it is possible to see personalities like Shygirl, Skepta, John Glacier, Liberty Ross and lennon gallagherwho are photographed in emblematic places of London.
Betting on changes in the image is not only resorting to new fonts or illustrations, it is also rethinking the way in which it is sold and projecting it to the consumer.
The United Kingdom is the epicenter of these changes, as we have already seen with Burberry, but previously something unexpected happened and it is the launch of a Zara website, where it allows its clients to sell brand clothing at the price of used garments.
This measure is part of the serious measures with which fashion brands are working to promote their names with causes of sustainability, which warns us of an important point to consider and it is the ability of these firms to enter unexpected markets, especially everything that has to do with a role with the consumer.
From this perspective, drastic changes are pointed out to take into account in the market, such as being able to understand the market and not only that, defining resources in it on what is worthwhile and what deserves to be discarded.
Based on this appreciation, the promotion of fashion brands in inflation bets on their image with aesthetic and drastic changes in the market, where important references have been imposed, such as those that have to do with the commitment to brand communication. .
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