{"id":3515,"date":"2011-09-29T00:56:00","date_gmt":"2011-09-29T00:56:00","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=3515"},"modified":"2011-09-29T00:56:48","modified_gmt":"2011-09-29T00:56:48","slug":"why-burberry-rules-london-fashion-week","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/09\/why-burberry-rules-london-fashion-week\/","title":{"rendered":"Why Burberry rules London Fashion Week"},"content":{"rendered":"<p>Burberry is an awesome brand.<\/p>\n<p>Not just because it is one of the chief reasons London can lay claim to being <a href=\"http:\/\/fashion.telegraph.co.uk\/columns\/sarah-mower\/TMG8718111\/Why-London-deserves-to-be-the-fashion-capital-of-the-world.html\">the world\u2019s fashion capital<\/a>\u00a0right now. Not just because CCO\u00a0<a href=\"http:\/\/www.guardian.co.uk\/theguardian\/2010\/feb\/13\/aida-edemariam-interview-christopher-bailey\">Christopher Bailey<\/a> comes across as such a lovely, down-to-earth chap. And not just because their spring\/summer 2012 collection includes such gems as <a href=\"http:\/\/twitpic.com\/6neluc\">this gorgeous lapiz crochet trench coat<\/a>.<\/p>\n<p>Burberry may be \u2018the biggest luxury brand in social media\u2019 (thanks to a wide-reaching use of social technologies, <a href=\"http:\/\/artofthetrench.com\/\">its own social network<\/a> ,and a huge number of <a href=\"http:\/\/www.facebook.com\/burberry\">fans<\/a> and <a href=\"https:\/\/twitter.com\/#%21\/Burberry\">followers<\/a>) but that doesn\u2019t impress as so much as\u00a0<em>how<\/em>\u00a0the brand is using those tools and engaging that community. For example:<br \/>\n<center><br \/>\n<iframe loading=\"lazy\" width=\"373\" height=\"210\" src=\"http:\/\/www.youtube.com\/embed\/tpjMWNF9JqY\" frameborder=\"0\" allowfullscreen><\/iframe><br \/>\n<\/center><\/p>\n<blockquote><p><em>\u201cYou have to create a social enterprise today; you have to be totally connected with everyone who touches your brand. If you don\u2019t do that, I don\u2019t know what your business model is in five years.\u201d<\/em><\/p><\/blockquote>\n<p>Amen\u00a0<a href=\"https:\/\/twitter.com\/#%21\/AngelaAhrendts\">Angela Ahrendts<\/a>, Burberry CEO.<!--more--><\/p>\n<p>Burberry has been executing lots of socially switched-on projects over the past few years, for example:\u00a0<a href=\"http:\/\/artofthetrench.com\/\">Art of the Trench<\/a>, a crowdsourced photography site where customers share images of their favourite coats; a <a href=\"http:\/\/www.youtube.com\/watch?v=P74xmTK6W4Y\">holographic film immersion<\/a> for its launch in China; and allowing customers to shop direct from<a href=\"http:\/\/mashable.com\/2010\/06\/19\/burberry-mens-livestream\/\">\u00a03D catwalk livestreams<\/a>\u00a0and in-store iPads.<\/p>\n<p>In February, Burberry livestreamed their autumn\/winter 2011 womenswear show from Kensington Gardens onto the famous\u00a0<a href=\"http:\/\/fashion.telegraph.co.uk\/columns\/olivia-bergin\/TMG8332943\/Burberry-to-live-stream-London-Fashion-Week-show-at-Piccadilly-Circus.html\" target=\"_hplink\">32m screen in Piccadilly Circus<\/a>\u00a0&#8211; which was viewed by over one million people online in more than 185 countries. And this week the brand continued the trend at London Fashion Week (<a href=\"https:\/\/twitter.com\/#%21\/search\/LFW\">#LFW<\/a>) with a detailed social strategy:<\/p>\n<ul>\n<li>premiering its catwalk collection on the \u2018Tweetwalk\u2019 so their Twitter followers see the clothes before the actual show<\/li>\n<li><a href=\"http:\/\/burberry.com\/store\/shows\/#\/ss12-womenswear\">livestreaming the show itself<\/a> in HD with backstage exclusives, embeddable on your own Facebook page or mobile<\/li>\n<li>handing Burberry\u2019s fantastic <a href=\"http:\/\/web.stagram.com\/n\/burberry\/\">Instagram account<\/a> over to photographer Mike Kus, the most-followed Instagram user in the UK, for the duration of the show<\/li>\n<li>releasing the show\u2019s soundtrack as an album on the iTunes on-demand service<\/li>\n<li>selling the collection direct for a week after the show on Burberry.com and through <a href=\"http:\/\/mashable.com\/2010\/09\/21\/burberry-retail-theatre\/\">\u2018retail theatre\u2019 events<\/a> nationwide<\/li>\n<\/ul>\n<div><a href=\"http:\/\/www.1000heads.com\/wp-content\/uploads\/2011\/09\/burberry.png\"><img loading=\"lazy\" decoding=\"async\" title=\"burberry\" src=\"http:\/\/www.1000heads.com\/wp-content\/uploads\/2011\/09\/burberry.png\" alt=\"\" width=\"471\" height=\"236\" \/><\/a><\/div>\n<p>This isn\u2019t wildly innovative stuff, but it <em>is<\/em> situated in an innovative context \u2013 the traditionally closed and elitist world of couture. Burberry evidently refuses to believe that transparency will kill the aspirational desirability of its brand, and persists in democratising its experiences for more than a handful of underfed editors.<\/p>\n<p>Social media has <a href=\"http:\/\/www.1000heads.com\/2010\/09\/feeding-a-passion-for-fashion\/\">become an integral part<\/a> of fashion weeks the world over, and <a href=\"http:\/\/www.1000heads.com\/2009\/09\/our-london-fashion-week\/\">we\u2019ve done our bit<\/a> to help our clients join in. The coup here is that Burberry\u2019s prolific social tactics appear to be genuinely rooted in a commitment to sharing, providing immersive experiences, and putting the everyday fashion lover \u2013 not just the moneyed few \u2013 at the heart of everything it does.<\/p>\n<p>Now that\u2019s worth raising a lychee martini (or four) to.<\/p>\n<p>Molly Flatt<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Burberry is an awesome brand. Not just because it is one of the chief reasons London can lay claim to being the world\u2019s fashion capital\u00a0right now. Not just because CCO\u00a0Christopher Bailey comes across as such a lovely, down-to-earth chap. And not just because their spring\/summer 2012 collection includes such gems as this gorgeous lapiz crochet &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2011\/09\/why-burberry-rules-london-fashion-week\/\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,371],"tags":[1462,1461,1139,984,896],"class_list":["post-3515","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-mollyflatt","tag-burberry","tag-case-studies","tag-events","tag-retail","tag-social-business"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3515","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=3515"}],"version-history":[{"count":5,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3515\/revisions"}],"predecessor-version":[{"id":3520,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/3515\/revisions\/3520"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=3515"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=3515"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=3515"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}