Dive Brief:

• Burberry debuted its new collection via Snapchat yesterday ahead of its London Fashion Week show, showing its designers readying new looks for the runways. 
• The brand’s sneak preview of the Spring/Summer 2016 collection will last for just 24 hours before Snapchat begins a second broadcast of user-generated content live from the show. 
• Burberry’s digital push has helped the company increase retail sales 14% for the fiscal year ending March 31, 2015. 

Dive Insight:

Burberry may be the most social-savvy brand on London’s catwalks. The British luxury brand offered a sneak peek at its Spring/Summer 2016 collection via Snapchat last night, with behind-the-scenes footage of designers putting the finishing touches on the brand’s Fashion Week runway show, set for today. Snapchat will curate user-generated images and videos of the Burberry event starting at noon, including backstage footage.

Burberry’s enthusiastic embrace of social strategies had helped its retail sales grow 14% year-over-year as of March 31, with online and mobile sales doubling. At last year’s Fashion Week, the company offered select items from its new collection for purchase via Twitter, and a fashion event broadcast live from Los Angeles on Snapchat and Periscope in July delivered 100 million impressions.

Burberry also announced a partnership with Apple to create the first branded channel on the Apple Music streaming service last week, ensuring that the brand stays top-of-mind with consumers. The Burberry Channel will offer followers a live performance from singer Alison Moyet from the Fashion Week event later today.