While other brands focused on the usual routine during London Fashion Week, blending celebrities, Anna Wintour and a lot of Snapchat – Burberry had all of this but decided for a different kind of „Brexit“:
First time for the label: Menswear and Womenswear in one collection.
First, there was neither a women’s show nor a men’s show but a line-up of staggering 83 men’s AND women’s looks saving the label money and time but at the same time resonating with critics and fashion journalists as a prove of creative force: „… he (Christopher Bailey) has proved that he commands the force to drive a storied brand into the future yet again.“ (Vogue). In addition it will leverage media budget evenly across a male and female audience – a smart move at times where media is further atomized in ever more channels and formats and it is ever harder to reach the right audience at the right time. This season’s Burberry content will be relevant for both: Male and female fashion lovers. Hence, Virginia Woolf’s novel „Orlando: A Biography“ covering the life of a novelist who switches genders and lives through different epochs was by no surprise the creative theme, accompanying show and venue.
Entire collection was available on the website and in stores right away
Second, what Ms. Delevingne and other front-row celebrities could marvel at in Makers House (the genuine London show venue) would be available not only seconds AFTER the show was live-streamed on Facebook and the brand’s own website but also DURING the show. More „nowness“ is impossible. It seems that availability – as ironic as it sounds – will be the new exclusivity in luxury. From a customer perspective it might make sense though: weren’t we all disappointed from time to time, having seen a stunning coat on Instagram that would be available… wait… in three months… in selected stores. Apple wouldn’t wait a couple of weeks either before they sell the new iPhone after their famous keynotes, would they?
A showspace that could be further explored by the public – building a true brand experience
Third, the brand opened up the show space to the public – yet unthinkable for many other fashion brands as this space would exclusively be reserved to them, celebrities and the media, not average customers. Featured through a series of influencer-clips on Instagram Stories and Snapchat Stories and other social channels, the brand announced an exhibition of Britain’s „finest craft makers“ covering a vibrant programme over the next couple of weeks, thereby prolonging the show event itself and proving the potential luxury brands have in terms of turning their brand into a true experience rather than just a glossy Vogue print ad.