The limited edition items created hype and traction among their target demographic. Exclusive 24 hour "drops" are popular among street wear brands, but less used in the luxury world.
Adding to the limited timeframe, channel exclusivity drove engagement on the brand, while the serial nature of the campaign creates continued relationships and anticipation.
In Burberry’s own words:
“The success of B Series has now paved the way for other activities across multiple channels that allow for even deeper interaction with our community.”
“Digital innovation has never been more important in luxury ... award-winning B Series. Available on social platforms, the monthly drop of limited-edition products has proved extremely popular and attracted new and younger customers to the brand.” - Burberry Annual Report 2018/2019
More Omni-Channel Case Studies, Breakdowns, & Examples
We've identified some of the most successful omnichannel strategies in the world. Below is a quick selection.
What Amazon Teaches Us About Omnichannel Strategy in 2019
Using Data Unification to Power Omnichannel - How Amazon identifies and tracks customers to create personal experiences.
Channel & Product Expansion - How Amazon integrates their channels and product lines to create seamless experiences.
Augmenting Brick & Mortar with Online Data - Lastly, advanced tactics to improve offline shopping experiences with online data.
How Nordstram Extends Customer Service with Social