Burberry launches major campaign for first women’s fragrance

Burberry is readying a marketing campaign to support the launch of its new Brit Rhythm for women fragrance as it hopes to replicate the success of the ads for the men’s fragrance

Video: Burberry’s marketing campaign for the Brit Rhythm women’s fragrance

The campaign, its first in-house for a women’s fragrance since it terminated its near 20-year licensing contract with Interparfums last year, features model Suki Waterhouse and These New Puritans drummer George Barnett. A capsule fashion collection has been designed to coincide with the launch of the fragrance with items including leather jackets, denim jeans and leather clutch bags.

Burberry credited the marketing campaign for the men’s fragrance with helping to boost sales over the festive period, claiming the Burberry Brit Rhythm ads had a “halo effect” on sales of other products. Its retail revenue for the three months to 31 December increased 14 per cent year on year to £528m, while comparable sales were up to 12 per cent.

Burberry plans to increase investment in marketing this year as a result of bringing its beauty business in-house. It has switched a large proportion of its spend to digital, which it says “outperforms” other media formats.

Christopher Bailey, Burberry’s chief creative officer, says Brit Rhythm woman is a “blend of contradictions”, with the fragrance marketed as “irreverent and free-spirited, combining powerful femininity with a rock and roll edge”.

Bailey is due to take over as Burberry’s CEO in the spring, with current boss Angela Ahrendts set to leave to take up the newly created role of senior vice president of retail and online stores at Apple.

Do you have a great fashion marketing case study from 2013 to shout about? Then why not enter the Marketing Week Engage Awards? Find full details at www.marketingweekawards.co.uk

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