London based Burberry has been staking its claim of being the most tech savvy luxury brand around and has reaffirmed this claim with their new ad campaign that allows users to get their digital hands on the clothing and accessories. They can zoom, drag and rotate the motion responsive images in an innovative way. They can select and control their perspective on the campaign. For example they can move the cast members to see how a handbag or boots look in action.
Burberry has been streaming all its fashion shows online since September 2009. They were the first to do so in 3D. They had another first to their credit when for the Burberry Prorsum Spring Summer 2011 menswear show they made the items in the show available to order during and immediately after the show. It brought the runway to reality faster than any other fashion brand can manage. They have also managed to bring down the delivery time for orders to within six to eight weeks against a normal three to six months standard of the fashion industry.
The men’s show was used to launch the first Burberry Acoustic Track, “Alleyway” by life , in film. The idea, the company says was the extension of their other digital project “theartofthetrench” website and highlights the company’s commitment to emerging British artists in all media. They have collaborated with several British Bands over the years on different projects and they thought they could bring them to the broad global Burberry audience.