Bad Weather Helps Burberry's Marketing Efforts in Chicago

At the opening of its Chicago flagship store on November 29, Burberry made it rain—literally. To evoke the famously rainy weather of its native England on the clear night, the brand placed umbrella-wielding models on the beige carpet that lined the entrance to the Michigan Avenue shop (beige is Burberry's signature color). Inside, flat-screen TVs showcased the brand's promotional video, which featured performers snapping their fingers to create the sound of falling rain. After the nearly 700 guests had arrived, a confetti cannon exploded outside the façade, causing glittering speckles to rain down to the sidewalk below.