As we have seen in the last few days, Fashion Week
- traditionally a largely private event for fashion media and retail buyers - is being transformed into a global consumer experience, and Burberry
is leading the way.
The venerable British fashion brand partnered with Twitter
to tweet backstage Twitpics of every look before they were sent down the runway on Monday, allowing its Twitter followers to see the Spring/Summer 2012 collection before the fashion bigshots in Hyde Park. During the 'Tweetwalk', Burberry's Instagram account was taken over by photographer Mike Kus
, the most-followed Instagram user in the UK.
Additionally, Burberry streamed the show - complete with celebrity arrivals - live in HD through Burberry.com
. The brand's eight million fans could also opt to broadcast the show through their own personal Facebook page.
Post-catwalk, Burberry is once again offering a 'runway to retail' service, with the collection available to purchase for one week after the show. Viewers can also download the show's soundtrack through the iTunes on-demand service.
'The real-time nature of Twitter makes it a great way for people to find up-to-the minute information about events they care about,' says Rachel Bremer
, Twitter's European communications director. 'We're really excited about how the British Fashion Council and brands like Burberry will be using the platform to help people all over the world feel like they're sitting on the front row.'
During previous fashion weeks Burberry has staged 3D shows
, provided shoppable livestreams
and broadcast the catwalk straight onto a 32-metre high billboard
in London's Piccadilly Circus.www.burberry.com