Burberry has teamed up with WeChat, Weixin in Chinese, to offer an immersive fashion experience for fans, which begins today with Burberry’s Autumn/Winter 2014 show.
WeChat users will have the opportunity to receive exclusive audio from the designers with the inspiration and details of key runway looks, as well as exclusive pictures, audio, and text messages from celebrities in attendance, including Chinese actress and model Angelababy. The Burberry WeChat platform will also allow followers to customize a digital “Made For” plaque with their name in English or Chinese characters that will commemorate a specific element of the show.
Burberry CEO Christopher Bailey says of the partnership, “WeChat opens up a huge new world of opportunity in the digital space – the exciting thing for us is the deeper and more meaningful way that we are able to tell our stories using this platform.”
Sy Lau, the president of WeChat’s parent company, Tencent, echoed Bailey’s sentiment, “Burberry and WeChat is an exciting combination, through the WeChat platform, we will explore ways to create creative content and improve storytelling.”
This partnership with WeChat will allow Burberry to capitalize on last year’s double-digit growth in Asia, which includes two recently opened flagship stores in China. Meanwhile, WeChat, which is the hottest mobile social app in China right now, has become an important channel of collaboration for western luxury brands.
image credit: burberry