British fashion house Burberry has credited its recent move away from traditional marketing methods to digital marketing for an increase in revenue, according to an article published by Marketing Week.
Earlier this year, the company decided to allocate 60 per cent of its marketing budget to digital platforms – around three times as much as the average amount allocated by the majority of brands.
One of Burberry’s key digital successes was the launch of its Burberry Body fragrance, which was promoted with a social media marketing campaign conducted on Facebook.
As result of the success brought about by the switch to digital, the company has seen its revenue rise by 29 per cent – to £830 million – in the six months leading up to the end of September.
Burberry CEO, Angela Ahrendts, spoke about the financial success for the first half of the financial year.
She said: “Burberry has delivered a strong first half, reflecting our continued investment in innovative design, digital marketing and retail strategies.
“This consistent performance, balanced across channels, regions and product divisions, is enabled by our closely connected global teams and creative thinking culture,” Ahrendts finished.
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