As anticipation for Burberry’s next digital innovation grows ahead of London Fashion Week, Drapers takes a look back at previous digital initiatives by the premium brand.
November 2009 – Art of the Trench
In celebration of the Burberry trench, Art of the Trench was launched and invited users to upload and share photos of themselves in Burberry trench coats. To date, it has had over 21.6m page views from over 200 countries.
February 2010 - 3D Broadcast of Burberry Runway Show
In February 2010, Burberry broadcast its Autumn Winter 2010/11 womenswear show in 3D live from London to simultaneous events in New York, Paris, Dubai, Tokyo and Los Angeles. - The first brandever to broadcast live simultaneous events in 3D worldwide.
September 2011 – Facebook streaming
Since September 2011 Burberry has streamed all of its shows in HD through Facebook as well as giving users a link in order to stream the show on their own personal page and share with friends.
February 2012 – Tweetwalk
Burberry premiered its catwalk collection first on Twitter, tweeting a first look of every model live before hitting the runway.
February 2012 – Burberry World
Burberry streamed its autumn 12 show onto digital enabled screens at London Liverpool Street station, Heathrown terminal 5, Cromwell road and on giant LED screens on the façade of Burberry Beijing.
April 2012 – Burberry World Live
In April 2012 Christopher Bailey hosted a fully immersive, touring, 360° Burberry experience. The first Burberry World Live event, staged in a custom cylindrical space, combined an 8 part 360°film, live musical performance and digital weather experience, all directed by Christopher Bailey.
May 2012 – Customer Service
Burberry launched the Burberry customer service Twitter account.
February 2013 – Runway Made to Order
Burberry introduced Smart Personalisation for Autumn runway show allowing customers to purchase pieces through the Runway Made to Order service either on Burberry.com or by appointment in store.
June 2013 – Burberry Kisses
The brand partnered with Google to introduce a new technology that allowed users to capture their kisses by direct contact with their touch screen device, adding a personalised message and send on to friends across the globe.