Burberry in Snapchat first as it premieres new fashion collection online
Burberry is launching the first ever “Snapchat show” for a luxury fashion brand as it unveils its Spring/Summer 2016 collection on the mobile app the day before its official runway show at London Fashion Week.
The luxury fashion brand aims to get its latest collection in front of Snapchat’s 100 million daily active users for a 24-hour period only.
The Snapchat show will reveal the collection looks as finishing touches are being made, as well as a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery.
Burberry’s collection will be available to view on Burberry’s Snapchat account from 7pm time on Sunday 20 September.
Burberry first partnered with Snapchat in February this year, when it captured live moments from its Autumn/Winter 2015 womenswear collection.
In April, Burberry showcased its “London in Los Angeles” event on the social platform, which included appearances by models Cara Delevingne, Naomi Campbell and Jourdan Dunn. The brand also revealed real-time content from the event including arrivals on the red carpet and front row reactions.
Burberry CEO Christopher Bailey says: “We are excited to be working with Snapchat to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show which will include an unprecedented collection premiere hours before it hits the runway.”
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I always think that using public media is one of the biggest factors that a company could more success. Snapchat is becoming the hottest app these years. The big companies like CNN and Daily Mail also joined and sat up their own page since last year. Even though luxury brands are expensive, they
still have an intense competition inside the industry. The brand that makes the
first step on making the new change would have a big opportunity to win in the
new season. As what LCDAC Branding talked about in the presentation in the
class, a brand like Chanel still does not have a store for online shopping or
almost no commercial for fashion product on TV or Internet. Even though people
still buy their quality products, they still miss an amount of customers. I think
Burberry made a really good marketing decision that working with Snapchat. For
me, the first thing that I do after I wake up in the morning is checking all my
social software to see what I missed. I believe that lots of people do it also.
If I see a Burberry commercial or even just new collection of the year with 10
seconds video or picture in the morning, I will have a strong impression on
what I saw for whole day. I might also share the information with my friends in
the daytime. Therefore, Burberry is not only holding their old customers, but
also gaining the potential customers.