By Sophia Littledale
The brand’s runway-to-retail model allows shoppers to purchase via Instagram.
Universally renowned for its innovative and tech-savvy approach to fashion, Burberry has reinforced its digital-first reputation with its instantly-shoppable B Series line which it launched during last month’s London Fashion Week.
The line was unveiled via the brand’s Instagram account just half an hour after Creative Director Riccardo Tisci’s first London Fashion Week show, and shoppers had just 24 hours to purchase their favourite items via Instagram and WeChat.
The Instagrammable collection, B Series, is the British heritage brand’s streetwear line of clothing, footwear and accessories. Many of the items, including nylon trench coats, patterned trainers and bi-colour logo t-shirts, are also emblazoned with the iconic Burberry check, which the brand has adopted again in line with the resurgence for bold 90s logos and streetwear.
Burberry is one of the first designers to adopt the runway-to-retail model which allows customers to buy items from the catwalk immediately after they are shown. However, this is the first time that the 162 year-old brand has exclusively sold products on social media.
With over 12.3m Instagram followers, and an innate understanding of how to use the power of social media and celebrity to engage the masses, it’ll be interesting to see what else Riccardo Tisci has in store when it comes to integrating digital into this heritage brand.