Title: Burberry’s Evolving Role as a Media Company
Article by: Lauren Indvik
Last week Burberry truly showed how it has become equal parts fashion house and media house. At a fashion show in London last week, Burberry staged a “Tweetwalk” in which they showed every look on Twitter just before the models walked the runway. This moments-before sneak peek generated a lot of buzz on twitter- both #Burberry and #ChristopherBailey trended worldwide on Twitter
Mashable notes that part of the success of the Burberry “Tweetwalk” came from “Twitter Takeovers” on Burberry’s global accounts.
“Among the participants were Işın Görmüş, editor in chief of Elle Turkey, who tweeted on behalf of @Burberry_Turkey; Daria Shapovalova of Vogue Russia for @Burberry_Russia; and Julia Juyeon Kang, editor in chief of Elle Korea who tweeted for @Burberry_Korea.”
Mashable reports that:
“When Burberry debuted a 3D holographic runway for a show in Bejing earlier this year, Chief Creative Officer Christopher Bailey said that “Burberry is now as much a media-content company as we are a design company” — something, we feel, became even more apparent at the runway show Burberry staged this week.”
These multi media events have allowed Burberry to deliver its story in directly to consumers on multiple platforms. This ultimately allows Burberry to lead its community of followers and set up a real dialogue with their followers.
According to Mashable:
“When asked if there was any clear brand benefit in positioning Burberry as a digital pioneer, Bailey said that it had little to do with positioning. “Digital communication and technology are part of the way everybody lives. We’re a 155-year-old company, but a very young team. It would almost be weird if we didn’t do it,” he said.”