In recent years iconic British brand Burberry have been known for their approach to cutting edge technology, and this season at London Fashion Week was no different. The brand showcased their Spring Summer 16 collection for 24 hours using popular app Snapchat.
Despite Snapchat working with brands such as Michael Kors and Alexander Wang to produce live stories during New York Fashion Week, Burberry previewed the finishing touches of their show on Sunday evening, a fashion first. This was followed by a live story on Monday showing the atmosphere backstage, makeup looks, the catwalk show from audience perspective as well as celebrities arriving at the show. This gave viewers the chance to have an access all areas viewpoint from the comfort of their phone. The live story was available for 24 hours direct from the show, so is only available for a few more hours today before it disappears forever, in true Snapchat style.
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It’s not the first time Burberry have used social media to promote their shows, having previously used Twitter and Facebook – but With over 100 million active users, it’s no surprise they are turning their attention this season to Snapchat.
Snapchat live stories get an average of 60 million unique views, meaning that the reach for Burberry will be huge. As well as this, 71% of Snapchat users are under 25, bringing the attention of Burberry to a younger audience. I’m looking forward to seeing what approach they have for the next fashion season.
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