Burberry ups digital marketing spend to 60 percent - Online Retailing

Luxury fashion label Burberry has increased its spending on digital marketing to 60 percent of its total marketing budget, three times the amount spent by the average company. The move comes following a successful start to a Facebook campaign for the new Burberry Body fragrance. Fans of the company’s page have been offered a free sample of the new perfume in exchange for permitting the application to access their Facebook data. So far, over 250,000 of the eight million Facebook users that ‘like’ the page have signed up to receive the offer.