Never a brand to miss a trick as far as digital innovation is concerned, at London Fashion Week in September Burberry gave the world its first ever “tweetwalk” – every exit appeared on Twitter moments before it made it on to the catwalk.
Burberry also created a first by making several key looks in the collection on sale online immediately after they were shown – normally even the most fashion obsessed consumer would have to wait a good six months to buy them. Obviously fed up with people copying as well as feeding the frenzy it provided a clear message to competitors, step up or move out the way. More generally, and despite the global recession, this much-loved British label continued to post figures that are surely the envy of anyone in fashion retail?
What else can we expect of world firsts this time around? Are we likely to see more than just the collection and real digital engagement by other labels?