Burberry isn’t a novice in the music industry. In 2010, the British fashion icon started the Burberry Acoustic sessions on YouTube. This was the brand’s first musical dip into lifestyle marketing. This channel featured British artists.
Burberry will again feature British artists, such as Lilla Vargen, on its Apple Music channel. Performances, videos and songs that have resulted from Burberry’s work with British musicians are the focus.
The partnership of Burberry and Apple Music was expected after Apple hired Burberry’s chief executive, Angela Ahrendts, in 2013.
Lifestyle branding is not a new concept. Brands that embrace lifestyle marketing have “transitioned their positioning from focusing on functional attributes to featuring their products as representing a lifestyle,” Alexander Chernev from Ad Age said. Lifestyle marketing promotes a sense of greater connectivity between a consumer and brand because it invites their self-identity and self-chosen lifestyle to line up with their chosen brands.
Burberry’s partnership with Apple Music raises one major PR concern — cross-brand friction. Burberry’s iconic status as a vanguard of class and timelessness may be in jeopardy as a result of its link to Apple, a relatively new company based on speed and innovation.
Do you think the brand tenets of Burberry and Apple will clash?