The initiative, timed to coincide with London fashion week, will give the UK company access to Snapchat’s more than 100 million active users who watch more than 4 billion videos every day. Burberry’s collection will appear on its Snapchat channel at 7 p.m. on Sept. 20, and disappear 24 hours later after a runway show, the trenchcoat maker said in a statement Friday.
Snapchat Inc. is a new challenger in the social-media world, allowing mobile users to send pictures that disappear seconds later. Burberry is plowing money into digital initiatives, this week introducing a channel on Apple Inc.’s music service with the aim of widening its influence and reinforcing its image as a purveyor of cool.
Snapchat will also bring its “live story” coverage to Burberry’s show, curating a montage of related video and imagery, including red carpet and backstage clips, Burberry said. London fashion week starts today.
By Andrew Roberts; editors: Matthew Boyle, Paul Jarvis, Kim McLaughlin.