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Leading the way for digital innovation within the fashion industry once
more, luxury fashion house Burberry has announced the launch of a new
global partnership with Line, mobile app corporation, to offer the live
stream of its upcoming Prorsum Women’s Wear show directly from London
exclusively to Line users in Japan.
The heritage label aims to use the real time technology to bring its users
closer to Burberry, as part of it new strategic plan in the country, which
includes to replacing the brand’s licensed products with its global product
offering.
“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,” commented
Christopher Bailey, Burberry Chief Creative and Chief Executive Officer.
Burberry to live stream AW15 Prorsum with Line
Users of Burberry’s Line official account will be able to live stream the
Burberry Prorsum Autumn/Winter 2015 Womenswear runway show from London
Fashion Week on February 23. By using the mobile live cast functionality,
viewers in Japan will be able to experience the show in real time.
“We are extremely pleased to be recognized as a powerful and stable
platform by Burberry, one of the most innovative global luxury brands, and
to be able to partner with them to achieve a variety of initiatives,” added
Akira Morikawa, Line Chief Executive Officer.
“This is a huge step for Line as it continues to grow its brand and expand
globally. 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.”
In addition to the live stream, Burberry has teamed up with Line to develop
a series of Cony and Brown digital stickers, with both characters dressed
in iconic trench coats and cashmere scared, which are exclusively available
to Line users in Japan from the middle of February. The new partnership is
a continuation of Burberry’s aim to remain on the cusp of technological
advances within the fashion industry.
Last season saw the luxury fashion house sell the nail varnish used in its
Prorsum catwalk show directly to Twitter users, whilst Burberry partnered
with WeChat for its Autumn/Winter ’14 show, giving users the freedom to
unlock exclusive content and looks from the show.
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