by Mark J. Miller
Burberry Chief Creative Officer Christopher Bailey promised back in September ahead of its Regent Street global flagship opening that Burberry would be stepping up its digital innovation lead even more. He wasn't kidding.
London Fashion Week kicked off Monday with Burberry's autumn/winter 2013 women'sready-to-wear show full of glossy trenchcoats, hearts, animal prints and polished metals. It's also taking a shine to latest in digital personalization: giving consumers the ability to order what they see on the catwalk straight from their mobile devices with a novel twist—customization using the brand's proprietary technology.
It's the latest example of how the Burberry brand is all in on tech, including its Art of the Trench and Burberry World digital platforms, pushing photos to Instagram, making contact with consumers across the social and mobile web, and live streaming its fashion show on its website, on Facebook, on Twitter, and in its flagship London store.
Now it's bridging social and mobile with its latest move. Scanning the desired item from the company’s website or from a tag in-store will “trigger a short film on your mobile, showing the creation of each piece,” Fast Company reports. If the scanning occurs in the brand’s flagship London store, “smart mirrors will turn into screens and show the content.” The short films “will also show video of the customer's name being engraved on metal nameplates … that are stitched into the lining of the coats and bags,” as Mashable notes.
For those who don’t have access to the store or the clothing but can get onto the Internet, they can see get an image of their own nameplate [name or initials] if they simply tweet with the hashtag #madefor through March 3rd.
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