THE FUTURE IS NOW
In a world in which privacy no longer seems to exist, fashion brands are clamouring to keep up with the breakneck speed of the ever-changing rules. Social media can be a wonderful tool and Burberry knows full well to embrace its power. With a total reach of more than 38 million followers across 19 global platforms, the proudly British brand is leading the charge in the innovation department.
In September 2015, Burberry followers were given the first glimpses of the spring/summer 2016 womenswear collection on the popular image-messaging app Snapchat, a full day before the scheduled runway show. “With Snapchat, Evan Spiegel (co-founder and CEO of the app) has created a phenomenal platform that captures the spirit of a moment," said Christopher Bailey, chief creative officer and CEO of Burberry. “The Burberry Snapchat show (allows) a unique, real-time view of the creation of our show which will include an unprecedented collection premiere hours before it hits the runway.”