Burberry Premiering Runway Collection on Twitter Before Show

Innovative thinking is too often confined to the invention of new products. But the introduction of new services based on existing technologies can be both innovative and capable of creating scale, which is usually where the profit lies.

As the annual Fashion Week events move around the world this autumn, Burberry has announced that it will preview its fall collection on Twitter prior to the actual show. This strategy assures attention on several levels; from those who care about fashion, technology, business and communications.

In an attention economy, where breaking through the clutter requires ever greater effort, reimagining the nature of communications can be as important as reimagining design. JL

Lauren Indvik reports in Mashable:

After having staged 3D and shoppable livestreams in past seasons, Burberry is once again stepping up its game to bring its runway collection to the largest online audience possible.

The London-based fashion house has partnered with Twitter to develop what the two companies are calling a “Tweetwalk.” Backstage Twitpics of every look will be taken and shared with the brand’s followers on Twitter before the models hit the runway beginning at 4 p.m. BT (11 a.m. ET). In other words, Burberry’s Twitter followers will see the collection moments before anyone else
In addition, Burberry will stream its show — a full program that includes backstage pans and red carpet arrivals at Hyde Park — live in HD through burberry.com and Facebook, which users can also host on their own Facebook Pages. Livestreams have also been formatted for viewing on Chinese social networks Sina Weibo and Youku, as well as all major smartphone and tablet platforms.

Burberry’s Instagram account is being taken over by photographer Mike Kus, the most-followed Instagram user in the UK, for the duration of the show. The show’s album will later be made available on iTunes through its on-demand service.

For one week following the show, bags and outerwear from the collection will be available for purchase at burberry.com and at “retail theatre” events in more than 45 of its locations worldwide. Orders are expected to arrive within eight weeks — i.e., several months before the rest of the collection will be available online and in retail stores.

We’ve argued previously that livestreaming is transforming Fashion Week, once a largely private trade event for press and buyers, into a global, consumer-facing experience — a concept that will perhaps become fully realized at the show Burberry is staging across so many social networks and other online platforms Monday.