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Burberry expands reach of collection with live-streaming fashion show

February 22, 2011

Burberry streams live fashion show in London

British luxury brand Burberry is expanding the reach of its fall collection by streaming it live online on Feb. 21, including broadcasting the show in London’s Piccadilly Circus.

Consumers can watch the fashion show at Burberry.com and stream it on the iPhone and iPad. Burberry fans can also watch the fashion show at the brand’s flagship stores around the world.

“Burberry pays homage to its roots by celebrating the crossroads of luxury fashion meeting technology in streaming from its home in London,” said Paul Farkas, founder/CEO of SocialFashion.com and collaborator-in-residence at Watchitoo.com, New York. “Gigantic screens expand the runway show exponentially while allowing the nuances of the show to be admired and grasped by the crowd.

“Remote attendees will be energized in joining live to congregate together for appointment-viewing en-masse sharing real-time social feedback, much like being at a concert,” he said.

From a marketing perspective, Burberry is able to reach more affluent consumers via the live-streaming, upping the chances for sales of the merchandise.

Arguably the most high-profile event during London Fashion Week, the Burberry show attracts actresses such as Sarah Jessica Parker and Kate Hudson, style icon Alexa Chung and designer Victoria Beckham.

Step right up
While the show will be presented in the Royal Park of Kensington Gardens to a selection of fashion press and buyers, shoppers will be able to tune in via the live-streaming fashion show.

London’s Piccadilly Circus will broadcast the runway show in its famous 105-foot digital screen.

London’s Piccadilly Circus

Watching a live fashion show on a luxury brand’s Web site is the closest thing to being a guest at the show. Users are able to feel the energy and attitude of the brand and the excitement of the show.

This is the first time an event has ever been live-streamed on the Piccadilly screen.

Burberry flagship stores from Brazil to Beijing will broadcast the live fashion show.

For one week following the show, affluent consumers will be able to buy the Fall 2011 collection at Burberry.com. The items will be shipped within seven weeks.

“Burberry presents a unique multistreaming fashion collaboration opportunity in combining elements of an exclusive live show, an immersive live multi-screen show, 39 other live events, as well as the connected cross-streamed experience along the viewers’ choice of medium, be it TV, online, mobile phone or tablet,” Mr. Farkas said. “Overall, I believe this marks the age of viewers becoming viewer-active.”

Live-streaming benefits
The cost of streaming and bandwidth has come down significantly and luxury brands are taking advantage and live-streaming fashion shows.

Armani chose to stream its 2011-2012 men’s collection via a live microsite (see story).

Streaming live luxury fashion shows is a great communication tool.

Affluent consumers can see the clothes in motion, hear the music and feel the atmosphere of the show.

Burberry is promoting the event via its Facebook and Twitter pages. Christopher Bailey, chief creative director of Burberry has launched a Facebook message video.

Burberry’s Facebook page with video

“While the great fashion divide will long continue where those physically attending and sitting front row truly represent the top of industry and celebrity status, luxury fashion brands will progressively find ways to reach and engage remote digital participants with live and exclusive velvet-rope content, largely tied to discounts and exclusive items rewarding brand loyalty, influencers and ambassadors,” Mr. Farkas said.

Final take
Burberry Spring/Summer 2011 campaign

Elizabeth Zelesny is editorial assistant at Luxury Daily. Reach her at elizabeth@napean.com