Linky Love #5: Burberry Sets A New Standard
In an effort to connect and engage with their fans, Burberry took their Tweetwalk to the next level in their S/S 2012 womenswear collection. The Tweetwalk allows the London fashion house to share looks with Twitter followers before they hit the runway. In last season’s Tweetwalk, #Burberry and “Christopher Bailey” started trending worldwide due to Tweetwalk’s popularity. It was a smart move on their part to bring it back for this season’s show.
The difference with this season’s Tweetwalk was their use of animated GIF files. Burberry uploaded both photos and GIF files to Twitter for fans to look over and share. I’ve always liked GIF files because they force me to study the images more closely. In addition to the photos, Burberry live streamed the entire show via, burberry.com, Facebook, and for the first time, on screens at their Beijing store, London’s Heathrow Terminal 5, Cromwell Road and Liverpool Station. In addition, the show was formatted to live stream on iPhone and iPad in addition to various Chinese social networks.
Burberry, in my opinion is the leader of digital and social media in the fashion world. They engage fans, post photos, instagram, blog, but above all make their fans feel valued. By going through all the effort to involve their fans says a lot about them as a brand and how important CRM and sCRM is to them. Many brands can learn from what Burberry is doing!