In my Burberry Prorsum show review, I wrote about the show’s wow factor and how Chief Creative Officer, Christopher Bailey, has advanced the brand in leaps and bounds with this forward thinking and trend specific collection. However, it is the brand’s digital global influence as undoubtably the world’s premier digitally focused sales and marketing brand that we should also mention.
Last week at the show, Burberry invited the world to celebrate the launch of this collection through three simultaneous live shows, blurring the physical and digital to bring the event from the runway in Hyde Park, to the new Regent Street flagship store, to the world.
I was lucky enough to attend the physical experience alongside the world’s top fashion press and countless celebrities including Sir Jonathan Ive, Thomas Heatherwick, Harvey Weinstein, Mario Testino, Anna Wintour, Samantha Cameron, 2012 Olympians Andy Murray (with girlfriend Kim Sears), Victoria Pendleton, Pete Reed, Allyson Felix, Paralympian Jonnie Peacock and boxer Amir Khan.
And then we had the stars from music and stage including Dita Von Teese, Gabriella Wilde, Alice Eve, Maggie Cheung, Dev Patel, Roo Panes, Harry Styles, Allison Mosshart, Misty Miller, Florrie Arnold, Jade Williams, Dan Gillespie Sells, Adam Pickering, Paula Walker, Miles Kane, Rory Cottam and Samuel Fry and models Laura Bailey, Suki Waterhouse, Tali Lennox, Julia Restoin Roitfield and Florence Brudenell-Bruce also attended.
Simultaneously, the digital experience brought all the show facets to a global audience and also screened live to Burberry’s show stopping new Regent Street flagship store which boasts the tallest retail screen in the world.
Meanwhile all guests attending the show received a personalised welcome greeting email from Christopher Bailey which made for a special and surprising addition to one’s in-box.
All three show experiences were linked via a social stream, integrating real time content from the London events,Twitter and Instagram. Burberry have realised the value of social media and boy, do they maximise their influence.
The real showstopper is that the brand will have this S/S’13 collection available for purchase in just eight weeks making it the fastest turnaround in the business.
Throw in a stomping show soundtrack with featured artists Ren Harvieu (loved this!), Tom Odell and Birdy and the show highlighted the best of British all round. It seems it’s not only the Olympics & Paralympics we excel at, as Burberry, Bailey & Britain shows the world how to do digital properly.