Will luxury brand marketing be forever changed by Burberry’s recent use of Snapchat?

As was cited in an article by David Craik, global trend forecaster WGSN found that nine out of ten luxury firms, such as LVMH, Cadogan Estate and Gieves and Hawkes, were investing in digital talent to develop “sophisticated, imaginative ecommerce offerings”.

One such company is Burberry, which has used various social media platforms to cater to a younger audience. In 2009 it launched the “Art of the Trench” minisite, which invited the public to submit photos of themselves in Burberry jackets.

And just days after revealing that it will be the first brand to launch a channel on Apple Music, the company used Snapchat ahead of London Fashion Week to create a montage of crowd-sourced images and video from fans, models, and designers – “giving and access all areas vantage point” to areas like the red carpet and backstage. 

Burberry CEO Christopher Bailey said: “With Snapchat, founder Evan Spiegel has created a phenomenal platform that captures the spirit of a moment. We are excited to be working with him to launch the Burberry Snapchat Show.”

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The company’s Snapchat followers would be able to see the garments “as finishing touches are being made, captured live from the Burberry design studio in London,” according to a press release. “The entire show will then disappear after 24 hours.”

Burberry isn’t the first brand hoping to capitalise on Snapchat’s audience. For its 2016 collection, Louis Vuitton shared content on its Snapchat account. 

However, Danielle McGrory, VP of digital at KCD Worldwide, claimed that despite it being an innovative marketing endeavour, Snapchat was not fit for luxury labels.

She said: “For Snapchat, I completely see the value in terms of reaching a younger demographic and it’s great for publishing, but from a luxury brand perspective, I don’t think it’s the best marketing tool.

“The way that the content disappears just seems silly to me. Also with Meerkat and Periscope – luxury brands like beautiful content and I don’t care to tune into a live stream via a tweet of a fashion show.”

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