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Burberry steals #LFW with global digital strategy

Yesterday’s Burberry show, though perhaps not a favourite-ever collection from Christopher Bailey, nonetheless stole the London Fashion Week limelight hands down.

Once again proving itself as a digital leader within the luxury sect, the brand live-streamed around the globe through 40 in-store virtual trunk shows, as well as on the mega 32m digital billboard in London’s Piccadilly Circus.

A total of 11 cameras as well as a live text feed, provided viewers with both pre-show content – featuring A-list guests including Rachel Bilson and Kate Bosworth as they arrived at London’s Royal Park of Kensington Gardens – and full coverage of the collection as it came out.

While this is the seventh season the brand has live streamed its show, which was also available online, it’s the first time it has done so on an outdoor digital screen at Piccadilly Circus. In fact, it’s a first for any brand.

The aim was for an immersive, interactive and entertaining experience, said chief creative officer Christopher Bailey. “We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are. Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show,” he added.

The brand also continued with its runway to reality initiative, allowing consumers in store – via iPads – as well as online, to order items of outerwear or bags for delivery in seven weeks.

Those with the cash to splash are still able to pre-order until February 28, while the full collection will otherwise be available from August.

An on-demand version of the coverage is also now available online, which includes footage of the collection being put together and red carpet interviews.

Not forgetting the importance of music to the brand, viewers can also download the tracks featured in the show, including You Don’t Own Me by Dusty Springfield and Someone Like You by Adele, through iTunes on the Burberry.com site.

 

Yesterday’s Burberry show, though perhaps not one of my favourite ever collections from Christopher Bailey, stole the London Fashion Week limelight hands down.

Once again proving itself as a digital leader within the luxury sect, it live-streamed around the globe through 40 in-store virtual trunk shows, as well as on the mega 32m digital billboard in London’s Piccadilly Circus.

A total of 11 cameras as well as a live text feed, provided viewers with both pre-show content – featuring A-list guests including Rachel Bilson and Kate Bosworth as they arrived at London’s Royal Park of Kensington Gardens – and full coverage of the collection as it came out.

While this is the seventh season the brand has live streamed its show, which was also available online, it’s the first time it has done so on an outdoor digital screen at Piccadilly Circus. In fact, it’s a first for any brand.

The aim was for an immersive, interactive and entertaining experience, said chief creative officer Christopher Bailey. “We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are. Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show,” he added.

The brand also continued with its runway to reality initiative, allowing consumers in store – via iPads – as well as online, to order items of outerwear or bags for delivery in seven weeks.

Those with the cash to splash are still able to pre-order until February 28, while the full collection will otherwise be available from August.

An on-demand version of the coverage is also now available online, which includes footage of the collection being put together and red carpet interviews.

Not forgetting the importance of music to the brand, viewers can also download the tracks featured in the show, including You Don’t Own Me by Dusty Springfield and Someone Like You by Adele, through iTunes on the Burberry.com site.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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