|CHRISTOPHER BAILEY, CREATIVE DIRECTOR FOR BURBERRY AND MAN WITH A DIGITAL VISION LIKE NO OTHER, WITH MODELS AT THE BURBERRY PRORSUM SS13 SHOW, MILAN FASHION WEEK|
If anyone, even professional marketers, say they have the formula right in terms of using the social networks as a marketing tool, I always purse my lips and think 'whatever', because I doubt any of us knows how to harness the power of the web properly just yet. Never mind interpreting the data in the way publicists put a price tag on publicity generated in the traditional media, for instance. What I do know about the social networks, is that it is the easiest way to get word out there, provided you know who to target.
The genius of Burberry's integrated approach is that they are not only about twitter and becoming a trending topic- something a lot of us believe is the be it and end all of social network marketing. Facebook, polyvore, instagram and even iTunes (the show soundtrack is for sale) are all being used in addition to the livestream and pics of the collection will be on Pinterest and made available for sale on burberry.com as well as the brand's flagship stores (by appointment) for a week after the show, according to Mashable.
We are in a digital age with so many possibilities and Burberry is one brand that is going right ahead and exploiting each and every possibility to extend its reach. Pay attention!
Without any further blabbing, I am in love with the diamond print shirts and the metallic skinnies!