They’ll disappear from Burberry’s channel 24 hours later. It will also have taken note of comScore data published earlier this year revealing that 71 percent of Snapchat’s U.S.-based users are aged between 18 and 34. This will be filmed and shared on Burberry’s newly launched Apple Music channel.
Burberry has always been seen as a pioneer of the fashion tech world. British singer Alison Moyet will be performing live at its London Fashion Week show and the performance will be available on the Apple Music.
Burberry’s London Fashion Week show kicks off on Monday at 1PM.
Recently it would seem that Burberry has been leading that charge and a new partnership with Snapchat seems to prove just that. Unlike Facebook, Twitter, Instagram or YouTube, the number of followers a person or organization has on Snapchat is not publicly visible. Designers including Michael Kors and Tommy Hilfiger used the app to introduce their spring 2016 collections in Snapchat’s official fashion week videos. The app was already wildly popular with high school and college students, accruing 100 million daily users, but in the last several months, it’s become a media and marketing force to be reckoned with.
Inspired by this multi-sided approach by Burberry, here are some of the ways that brands can best make use of the ephemeral platform. “Also with Meerkat and Periscope-luxury brands like handsome content and I don’t care to tune into a live stream via a tweet of a fashion show”. Line and Kakao will have social commerce integrations, with exclusive makeup products being offered for in-platform purchase following the show.