Marketing Innovation – Burberry Multiplatform

This year, for London’s Fashion Week, Burberry gave its customers a multiplatform experience bridging the digital and in store shopping experiences. They held a live stream of the event on their website so anyone can watch from anywhere, but they carried this further with an in store execution. They invited customers to 25 of its flagship stores across 16 countries to watch the live stream of the event in stores. Following the event, they made a select number of pieces from the fashion show available for immediate purchase. For those in stores, they handed out iPads so that customers could browse and purchase these select items they just saw via a custom application.

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