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Burberry to help Twitter trial 'buy' button

Burberry and Twitter will trial the social media platform’s new ‘buy’ button during the luxury fashion brand’s womenswear show at London Fashion Week today.

Burberry will show its spring 15 collection at lunchtime today (September 15) during which its Twitter handle @burberry will tweet about the nail varnish shades worn by the models. The tweets will include the ‘buy’ button enabling online shoppers – initially only in the US – to click through and buy the nail varnishes.

When they tap the ‘buy’ button, shoppers will receive additional product details and will be prompted to enter shipping and payment information, with orders then being sent to the brand for delivery. Personal details will be encrypted and stored after the first transaction, enabling faster orders in future.

The Burberry Runway nail colours will be available exclusively through Twitter during the show and subsequently in limited edition through the brand’s Runway Made to Order initiative, allowing customers to buy products online immediately after the show has taken place.

Burberry will offer its new fragrance for women, My Burberry, through the Twitter purchasing trial later in the pilot phase. A date for this has not yet been disclosed.

The test of the ‘buy’ button follows a previous partnership between Burberry and Twitter to undertake the first livestream via a tweet which was previewed during the Burberry spring 12 womenswear show.

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