Fashioneer: Burberry Is Still King of the Digital Age
Back in 2010, I wrote a piece on fashion’s new interest in the digital age and highlighted the brands leading the pack. Burberry received top props for its "Burberry Retail Theatre," which allowed visitors in their 25 worldwide flagship stores to watch a livestream of the UK fashion house’s spring 2011 show and purchase looks straight off the runway via the Burberry iPad. (Runway-to-closet concept Moda Operandi launched a few months later.) It’s been nearly two years and, according to NYU’s L2 Think Tank Digital IQ Index, Burberry is still killing it.
Per WWD (sub req), this is the second consecutive year that the brand has taken home the top honor. Their digital focus has led their e-commerce to grow 30 percent "year-over-year from 2010 to 2011," and has allowed them to corral a slew of new tech-savvy fans. I experienced a taste of Burberry’s tech influence last month at their London Fashion Week show, where they coordinated three simultaneous live shows: from the runway in Hyde Park, a livestream on the tallest retail
screen in the world at their new Regent Street flagship, and a livestream at Burberry.com. Not bad for a 125-year-old brand.