Beyond the Rebrand - Moving Fashion Forward with Digital

Explore digital innovation and rebranding strategies in the fashion industry through a 19-minute conference talk featuring Burberry's Rachel Waller and R/GA's Barry Wacksman at Web Summit 2018. Discover how a 120-year-old heritage brand like Burberry navigates the digital age, balancing its rich history with innovative approaches. Learn about Burberry's social media strategies, product drops, and social commerce initiatives. Gain insights into how luxury brands can stay relevant and iconic in the digital era. Examine the successful product drop model used by companies like Nike and its application in the fashion industry. Understand the challenges and opportunities of rebranding a well-established luxury brand in the modern marketplace.

Intro
Welcome
Digital innovation at Burberry
Social media at Burberry
Rebranding Burberry
Product drops
Social commerce drops
Nike
Product Drop
Conclusion