The Next Phase in Fashion Marketing

Christopher Bailey, CEO of London-based luxury brand Burberry, has pioneered the next phase in fashion marketing history. With the contribution of the UK’s hottest photographers, indie musicians and artists, Bailey has developed an entirely novel way of showcasing Burberry’s runway collections. 

The new interactive Burberry is not just your typical website; users can manipulate models and their favorites pieces from the Autumn/Winter 2010 collection. The mélange of music and models is the perfect antidote to the increasingly ephemeral nature of fashion. The digital site allows users to play around with semi-panoramic views of the Burberry-clad models, and even share their likes through social media networks Facebook and Twitter.

Burberry isn’t the only brand that is looking to increase its web cachet. Women’s Wear Daily recently announced the redesign of the Bottega Veneta site, which also hopes to rebrand the Italian luxury designer for the Internet age. Bottega Veneta, however, will take it a step further. The Fifth Avenue flagship store will incorporate iPads into their sales strategy so that sales associates and consumers alike can access the new site in a mobile fashion. 

In essence, what we are seeing from luxury retailers is a respect for consumer trends and consumer behavior. Executives are acknowledging the way that shoppers interact with garments, and they are in turn using the Internet in a more practical and interesting way. Expect to see many design houses doing the same thing.