Burberry is launching ‘See Now, Buy Now’
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British luxury fashion house Burberry is releasing a see-now, buy-now collection exclusively on Instagram and WeChat.
Limited-edition pieces from the collection, the first released under the Burberry label by designer Riccardo Tisci, will be made available through 24-hour product releases on the two platforms. The inclusion of WeChat on the see-now, buy-now program illustrates the importance of the Chinese market for the brand.
A physical sale for the collection will be held in the Regent Street, London flagship store at 5.30 pm on September 17, immediately after Tisci’s runway presentation at London Fashion Week. The store will be visually transformed under a Tisci-designed concept for the 24-hour sale.
Questions & Answers
Q.Where can customers purchase the new limited-edition collection online?
Where can customers purchase the new limited-edition collection online?
Customers can buy pieces from the new collection exclusively through 24-hour product releases on Instagram and WeChat. This marks a new digital-first approach for the brand's immediate sales strategy.
Q.When and where will the physical sale for this collection take place?
When and where will the physical sale for this collection take place?
A physical sale for the collection will be held at Burberry's Regent Street, London flagship store at 5:30 pm on September 17. This event immediately follows Riccardo Tisci's runway presentation at London Fashion Week.
Q.Which designer is responsible for this new collection and the store's transformation?
Which designer is responsible for this new collection and the store's transformation?
Riccardo Tisci, the designer for the Burberry label, is responsible for this new collection. He has also designed the visual concept for the 24-hour sale at the Regent Street flagship store.
Q.Why has Burberry included WeChat in its 'See Now, Buy Now' programme?
Why has Burberry included WeChat in its 'See Now, Buy Now' programme?
Burberry's decision to include WeChat in the 'See Now, Buy Now' programme highlights the significant importance of the Chinese market for the brand. This platform inclusion targets a key customer base.
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