Burberry trials Twitter's purchase button during fashion show

Clothing available online immediately

Burberry presented its new spring 2015 collection yesterday and whatever was on display during the fashion show was immediately available online afterwards. Even during the show, several items were already for sale.

Every model wearing Burberry nail polish was given a tweet with a purchase button as soon as she hit the catwalk, which enabled followers to immediately buy the item. Burberry was gunning for impulse purchases from its most loyal fans, especially as the nail polish (similar to the pieces of clothing) will only be available online until 29 September. After that, customers will have to wait until the items are officially on sale in stores.

Twitter trialed the purchase button last week and said it would collaborate with a few specific brands, with Burberry being one of them. If it is deemed successful, the project will become publicly available.