It’s been ahead of the curve for years when it comes to using technology in fashion, says WGSN Director of Brand and Propositions Lauretta Roberts
If you had to place a bet on which fashion brand would be the first to launch a dedicated channel on Apple Music, you’d have got short odds on it being Burberry. And here’s why…
1. The luxury British brand has been using its catwalk shows for several seasons now to showcase live music – usually brand-appropriate British singer songwriters, such as Tom Odell and George Ezra, who are favourites of chief executive and creative director Christopher Bailey – and will be using its Apple channel to promote up-and-coming acts, plus a few established names. Alison Moyet, the British singer-songwriter broke through in the early 1980s, will be providing the musical backdrop to Burberry’s next London Fashion Week show on 21 September. Her set will be filmed and shown on the channel.
2. Furthermore Burberry has always been an early adopter when it comes to technology. It led the way in online retail in luxury, leaving its contemporaries standing. And while other brands shied away from social media and sharing content with the public at large, Burberry embraced it with initiatives such as The Art of the Trench, live tweeting its catwalk shows, and, of course, live streaming. This being Burberry, it didn’t do things by halves. Its first live stream back in February 2011 was broadcast on the giant advertising screens at London’s Piccadilly Circus.
3. But, likely as not, perhaps the real reason Burberry got in there first is their incredible connections in Apple. Former Burberry CEO Angela Ahrendts left the brand to join Apple in 2013 as senior vice president of retail and online stores and there has been speculation that the two brands would collaborate since. Ahrendts was no doubt a loss to fashion (and there has been much concern in the industry of tech companies stealing our top talent) but if senior executives moving into the tech space results in more collaborations like this, then maybe it’s a very good thing.
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