It’s no secret to anyone that Burberry is investing significantly in it’s digital channel, about 60% of the superbrand’s marketing budget is allocated to the online realm. While labels and brands are starting to embrace livestreaming much more, that’s old hat for Burberry who have been doing it for a few seasons now; watching the Burberry livestream is as much a part of London Fashion Week for me as registering, navigating the cobbles in heels or surviving on Vitamin Water. A couple of seasons ago, they enabled super keen customers to pre-order certain pieces straight from the catwalk in strictly limited numbers. This for me was a stroke of genius, showing that although Burberry are huge advocates of making fashion more accessible, they are also keen to stay to their exclusive, luxury roots. What could be more luxe than getting next season’s must have piece early? Burberry have also gone 3D and had interactive campaigns, they are truly pioneering the use of digital.
This season marked another digital boundry broken – the tweetwalk. Burberry know that practically everyone in attendance will be tweeting pictures from the show as it happens so why not pip them to the post? Giving Twitter the world exclusive, models were snapped just before they hit the catwalk. With the livestream showing in one half of my screen and the Tweetwalk in the other, I was glued to my screen. The most exciting, interactive way to show… ever. And my verdict of the show? Although the collection seemed more AW than SS, I cannot wait to embrace raffia, exotic skins, parkas and pencil skirts in autumnal colours and those beautifully rich prints.