Written By: Sandee Wang
Fashion Week Highlight Review:
Burberry, as a forward-thinker in fashion industry, took a bold action at London Fashion Week. It launched the instant purchase option after the fashion show for their avid customers.
Unlike most fall 2016 ads, which showcase clothes that were presented on the runway earlier this year, Burberry campaign revealed a peek of the brand’s first straight-to-consumer collection, set to be shown on the runway during London Fashion Week. And the collection was sold in stores and online worldwide on the day of the runway show.
This action demonstrates our era, where customers can get chic items right after the show.
It is a tradition for fashion shows to hold industry events for the press and buyers to preview collections. Previously, buyers and press waited until the reveal of a runway show to see the new collection, then visited a showroom afterwards to place their orders and request samples for photo shoots. But the prevalence of digital media has facilitated the change in curating events. With social media exposure, the runaway show morphs into powerful marketing events for customers. Taking advantage of the curiosity from the public, the media buzz is created and it will earn more media exposure all around the world. That will enhance the Burberry’s brand reputation as leading, innovative, luxurious.
Engaging with customers proactively is the trend. Burberry is well-known for its wonderful digital and social media and the way they integrated seamlessly into operations. It is also the symbol of transparent Public Relations era – shared information and two-way dialogue almost instantly. Burberry has its own global network of stores and the power to buy fabrics and create stock preparing for a simultaneous showing and selling bonanza on release day. Not everyone in fashion industry can do that.
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