London Fashion Week: Burberry to increase social media and marketing efforts

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