Burberry brings us closer to a truly global fashion show
The livestream of fashion shows is perhaps the biggest democratization of fashion in the digital age, but Burberry is going one better than that to broadcast a truly global fashion show. First, the Burberry Prorsum Spring 2014 fashion show was pushed out across an impressive 11 social networks: Instagram, Facebook, Twitter, Google+, YouTube, Pinterest, LinkedIn, Japan's Sumally and China's Sina Weibo, Douban and Youku.
In the real world, the show was fed live to outdoor screens in 13 locales ranging from Cromwell Street in London, Times Square in New York to Woldwide House in Hong Kong.
"Social media is as important as search, as print, as outdoor, because you're reaching a totally different consumer," Burberry Chief Executive Officer Angela Ahrendts told WWD after the show. "You can either put it out there or let them say whatever they want, but we prefer to lead the conversation, fill it with rich content, to start a higher level discussion. And why not? I think that's great branding today."
And discuss it we did. The show generated 1,200 retweets of the show's finale photo, more than 3,000 retweets for a picture featuring Harry Styles, 18,000 likes for a finale video on Instagram. This doesn't include discussion generated by the thousands of reviews of the show (including our own, here). According to WWD "Twitter's real-time reach resulted in tens of millions of impressions for content relating to the event."
Apple's iPhone was also part of this huge digital roll out. The new iPhone 5S was used exclusively for taking pictures and videos before, during and after the show. Looks were immediately available on Burberry's mobile optimized Web site. Forty-six different iPhone 5S cases -- also compatible with the iPhone 5 -- were made available as well.