British fashion label Burberry has found an innovative way to announce its next spring and summer collection: it will use the Snapchat app, which allows you to briefly share short clips.
100 million users
The new collection will be on display for 24 hours on the 20th of September, only on Snapchat. The following day, it will be shown during the London Fashion Week for the very first time and the images on Snapchat will be gone forever. Snapchat gives Burberry access to more than 100 million active users, who will all be able to view the images. By comparison, Snapchat users watch more than 4 billion videos per day.
The app will also be actively used during Burberry's presentation at the London Fashion Week, because thanks to a "live story" videos and photographs of the catwalk, the backstage area and red carpet will be sent directly to the users.