For it's upcoming London Fashion Week catwalk presentation, Burberry has increased its digital marketing initiatives including live streaming and multiple social media outlets, when it debuts its collection at Makers House in London’s Soho next week.
In addition to a collaborative exhibition, Burberry will transform the walkway of the Makers House venue and broadcast their show using Facebook Live - a first time initiative - as well as platforms including YouTube, WeChat and Kakao.
On its Facebook page Burberry will launch a new form of customer service via its Messenger app, while on Snapchat it introduced geo-filters to make content relevant to its various locations, including London, New York and Los Angeles.
WeChat users will be able to purchase direct from its livestream
On its WeChat platform Burberry will introduce its 'see now buy now' collection, directly after it is shown on the catwalk. This will include the purchase of two new variations of its Bridle bag, as well as the full looks of its approximately 83 exits of mens and womenswear it is expected to show on the runway; an estimated 250 items that will be also available in-store and on its e-commerce and m-commerce channels.
Images released as part of run-up to its show journey
Earlier this week Burberry released select images of its upcoming collection which on its Facebook page was captured as a journey in the run-up to its show, a theme it described as "classical meets modern, old meets new, as the collection reveals itself piece by piece."
This season Burberry collaborated with The New Craftsmen, a British brand that promotes the work of “makers” — ceramicists, potters, leather, textile and jewelry designers, woodworkers, silversmiths and illustrators. The collaboration will be shown in an exhibition open to visitors at Makers House from 21-27 September. The space will showcase original works which tell the complete story of the creative process and reference points that have informed the new collection, as well as celebrating both brands’ mutual passion for craftsmanship, materiality and process.
“This week long exhibition aims to nod both to the design heritage that is so integral to Burberry’s identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work," said Burberry's Chief Creative and Executive office Christopher Bailey.
Photo credit:Burberry Facebook