Burberry to Live Stream & Immediately Sell Collection on Apple TV
Is this the future of fashion shows?
Burberry has been making bold moves of late. In addition to consolidating its business by shutting down all of its diffusion labels, the heritage British brand also took to Snapchat with Mario Testino to unveil its Spring/Summer 2016 campaign. Now, the Christopher Bailey-helmed label may have hit upon a new business model, one where it has partnered with Apple TV to not only live-stream the Fall/Winter 2016 runway show at London’s Kensington Gardens, but all pieces will be immediately shoppable. Viewers will be able to call a Burberry sales representative to pre-order select pieces from the collection, as well as re-watch the show to see all the looks in greater detail. Tune in to the Apple TV Burberry stream on February 22 at 1pm GMT/8am EST, or alternatively watch it online here if you don’t have Apple TV.
