Burberry is widely recognized as a digitally sophisticated luxury brand, but it’s been hard to translate that into sales.
The British fashion house has been an early adopter of a long list of digital platforms: Snapchat Discover, Apple TV, Apple Music, Japan’s Line, Korea’s Kakao, China’s WeChat, Twitter’s buy buttons, live Instagram video shoots, Periscope and Google video technology. It has 40 million social followers on 20 different platforms, was the first to ditch the traditional fashion calendar and begin showing seasonal collections in the actual season they’re designed for, so people can buy them right away.
