Burberry to live stream womenswear show in Japan
Burberry has teamed up with messaging app Line to enable it to live stream its fashion shows in Japan.
The first show to be live streamed will be the Burberry Prorsum Autumn/Winter 2015 Womenswear show which will be held during London Fashion Week on 23 February.
Using the mobile live cast functionality Line Live Cast, viewers in Japan will be able to experience the show in real time.
Burberry chief creative and chief executive Christopher Bailey said: “I am delighted that we are working closely together with Line – a company we have long admired for their innovation and creativity. This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan.”
In addition, Burberry has collaborated with Line to create a series of Cony and Brown digital stickers, with both characters dressed in iconic Burberry trench coats and cashmere scarves designed for the platform. The stickers will be available exclusively to Line users in Japan from mid-February.
Line chief executive Akira Morikawa said: “We look forward to working with Burberry to provide users with uniquely enjoyable and revolutionary experiences achieved by connecting an increasingly smartphone-oriented fan base with one-of-a-kind luxury fashion available both in-store and online.”
Burberry is beginning a new chapter in Japan in 2015. From June, the brand’s licensed products will be replaced with the Burberry global product offering including its British made heritage trench coats and scarves.
The brand currently has sixteen stores in Japan including shops in Kobe, Ginza Marronnier Dori and Roppongi in Tokyo. Its most recent opening was in Omotesando, Tokyo in November 2014.
