Burberry’s fascination with all things digital is well-known. At the just-concluded London Fashion Week, Burberry’s use of digital technology became one of the biggest talking points. Burberry‘s upcoming marketing campaigns will also be taking the online route. This is refreshing news, given that the fashion industry has taken a relatively long time to get accustomed to the Internet and its many benefits.
Burberry had an extensive digital plan for its showing at the London Fashion Week, which was held from 16 September to 21 September. One of Burberry’s major digital efforts at the London Fashion Week was to effectively use micro-blogging site Twitter. The luxury fashion brand got busy uploading “Twitpics” of its Spring/Summer 2012 collection. The Twitter campaign, along with Burberry’s decision to live-stream runways shows on Facebook and on the luxury brand’s website, paid dividend. The British luxury brand generated the most buzz on the Internet, compared to other featured designers featured at London Fashion Week, as revealed in the graph above.
Fashion data specialists Editd put together the above graph, along with two others showcasing online trends for Designers, Prints and Styles. To do this, the company sifted through over 300,000 tweets on a daily basis. Additionally, they collated facts and figures from Somerset House, the headquarters of London Fashion Week.
Editd praised Burberry for its use of the online medium. The firm said that the “online storm” generated by Burberry’s use of digital initiatives was “a masterclass in digital marketing.” The firm went on to say that Burberry has transformed the fashion landscape. They added, “it will be telling to see who else has stepped up to the mark” next season.