Burberry is releasing limited edition products through a series of 24-hour releases across its Instagram and WeChat channels, as well as in-store at its flagship in London.
The move is to launch the inaugural collection from new chief creative officer Riccardo Tisci. It will see the first product released 30 minutes after the beginning of the brand’s show at London Fashion Week, happening on September 17 at 5pm.
This ‘drop’ culture is reflective of the strategy applied in the streetwear market, whereby new items are released on given days, often for a set amount of time only, in order to drive hype around their exclusivity. The luxury industry is increasingly jumping in this same direction in order to capitalize on the consumer appetite it’s created, and arguably build conversions in the somewhat complicated see-now-buy-now era.
For Burberry, the initiative also marks another step towards a complete brand overhaul under Tisci’s guise. The Italian designer has also recently introduced a rebrand that modernizes Burberry’s traditional logo.
During the month of September, he will translate this new aesthetic via an installation at the brand’s London flagship. Commissioned British artist Graham Hudson, will create ‘Sisyphus Reclined’, an immersive three-storey installation in the store, with themed rooms celebrating the brand’s rich history.
The reimagined flagship will be open to the public from September 15, with Hudson’s installation remaining on display until early October.
It’s 24-hour product drops are also expected to continue beyond fashion week. This is not the first time Burberry has launched a bespoke e-commerce experience through its social channels. The luxury retailer has previously tapped into the potential of WeChat to sell product – for Chinese Valentine’s Day this year, it launched a WeChat mini-program that encouraged couples to take a quiz which, once completed, gave them access to a range of products created exclusively for the event.
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