Burberry will debut its latest collection on Snapchat a day before it hits the runway at London Fashion Week.
The recent move by Burberry is the evidence of its push to be at the forefront of digital and mobile innovation in its space.
In a first for a major fashion brand, Burberry will preview the show on Snapchat the evening before as the finishing touches are being made at the brand’s London studio, inviting the app’s 100 million users to see it before it is officially showcased.
Burberry’s videos will start going live at 2pm EST on 20 September.
For London Fashion Week, Burberry will broadcast behind-the-scenes content to its Snapchat followers on Sunday, before the show on Monday. But how much worthy is that number for Burberry? it is confident to appeal large number these users. Designers including Michael Kors and Tommy Hilfiger used the app to introduce their spring 2016 collections in Snapchat’s official fashion week videos.
“For Snapchat, I completely see the value in terms of reaching a younger demographic and it’s great for publishing, but from a luxury brand perspective, I don’t personally think it’s the best marketing tool”, Danielle McGrory, the vice president of digital at KCD Worldwide, a leading fashion PR firm, recently told W Magazine.
Burberry is doing what a lot of marketers are struggling to do, generating massive engagement by mixing up its content with short-form and streaming features.
Even without Ahrendts, Burberry has shown incredible digital-savvy.
Snapchat will also host a live channel featuring curated photos and videos that attendees have uploaded during Burberry’s show.