Burberry was the first luxury brand to live stream its fashion shows for online visitors a few years ago. Later, it partnered with Apple to capture a show with the latest iPhone’s camera. This year, Burberry is launching a new partnership. Only this time it is with Japanese messaging app Line.
By leveraging the app’s channel feature, Burberry is aiming at reaching Japanese connected consumers with video content. Live streams of fashion shows, to be more precise. The first show should be the women’s fashion show taking place at the end of the month.
Through this channel, Burberry hopes to connect more strongly with its Japanese consumers while reaching them on their smartphones. You may already have heard of news channel CNN’s presence on Line to deliver short video contents to consumers on their mobiles. Here, Burberry is taking this approach to the fashion universe and innovating with a close relationship to consumers.
With over 181 million active users in Japan, Line is an extra channel for the already digitally active fashion brand to create a differentiated consumer experience. The brand is also said to be designing stickers of Line characters wearing Burberry clothes, thereby further developing a differentiation. However, this service will, as of now, only be for Japanese users so we can only follow these news closely to see how things roll out for Burberry! And I imagine other brands will quickly follow.