Burberry for St. Andrews Links
Print & Digital | Marketing, Merchandising, Environmental Graphics, Packaging, App Design
Objective: The goal was to develop a marketing strategy for a fashion brand. The proposal included a detailed look into the industry analysis, target audience, competitive landscape, and marketing strategies. Elements included merchandising, advertising collateral, a pop-up shop design, packaging, and an app prototype.
Concept: My concept for this project was to create an exclusive Burberry capsule collection in collaboration with The Open and St. Andrews Links. The collection blends both a sophisticated and modern design that celebrates the rich heritage and history of St. Andrews and the sport of golf in the U.K. The designs appeal to the golf enthusiast and fashion forward alike, being able to be worn both on and off the course. In addition to the collection, a unique pop-up shop was designed along with packaging, marketing components, and an event app prototype.
The marketing book provides a detailed look into the Burberry business, the fashion and golf economy, an industry and competitive analysis, the target audience, as well as current and future trends. The exclusive collection features menswear, womenswear, and accessories. The designs, named after icons of St. Andrews Links, are designed to reflect the history and heritage of golf and the Burberry brand with a contemporary flair. The pop-up shop to be featured during The Open mixes both a sense of elegant tradition and modernity with check patterns to connect to the iconic symbol of Burberry along with wood accents as a nod to original wooden golf clubs.
Various marketing strategies would be used to promote the collection including billboards and signage, web banner ads, magazine ads, and the use of social platforms such as Facebook, Instagram, and SnapChat. In addition, Burberry Golf Heritage through Burberry's main website allows users to upload their own photographs of the collection or of The Open as a way to create community and awareness.
The Burberry Golf app allows users to interact with the brand and the golf tournament wherever they are. The app includes features such as shopping the exclusive collection, keeping up-to-date with The Open leaderboard and news, learning about the golfers as well as St. Andrews Links and The Open, and viewing the community feed of photographs shared through social media with the #BurberryGolf.
