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Livestreaming Fashion Apps

Japan's LINE App Features Exclusive Burberry Fashion Content

— February 9, 2015 — Marketing
In partnership with Japanese social messaging platform LINE, exclusive content from Burberry fashion will now be shared with users. LINE app users will be able to livestream views from the London Burberry Prorsum womenswear show and easily share garments and moments from the unveiling of the collection.

The runway show will be played in real-time for people in Japan, using the LINE LIVE CAST feature. As well as offering exclusive views of its fashion show, Burberry also created a collection of stickers that can be used in-app. These adorable stickers feature animated characters dressed in Burberry garments, branding familiar characters with iconic Burberry prints and patterns. With over 181 million active users, this partnership means that there could be a huge virtual audience checking out the catwalk on the day of the show.
Trend Themes
1. Livestreaming Fashion Shows - Opportunity for fashion brands to reach a virtual audience by broadcasting their runway shows in real-time through livestreaming platforms.
2. Social Messaging Partnerships - Potential for fashion brands to collaborate with social messaging platforms to share exclusive content and engage with a wider audience.
3. Branded Stickers in Messaging Apps - Disruptive innovation opportunity for fashion brands to create branded stickers featuring their garments, allowing users to incorporate fashion elements into their conversations.
Industry Implications
1. Messaging Apps - Messaging app industry can create opportunities for fashion brands to integrate branded stickers and other exclusive fashion-related content into their platforms.
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