Burberry and Line have launched a global partnership beginning with a platform first – the live stream of Burberry’s upcoming Prorsum womenswear show, direct from London.
Burberry and Line say they will initially be partnering to offer Line users in Japan “unique creative content and real time technology” to take users closer to the luxury British brand.
It’s the second major retail initiative this week for Japanese-founded Line, following the launch of an online supermarket service in Thailand as the first step in a Southeast Asia-wide grocery store roll-out.
But the Burberry relationship will not extend to online shopping, rather it is a brand building exercise which in time will expand beyond Japan.
Burberry chief creative and CEO Christopher Bailey said Burberry has long admired Line for its innovation and creativity.
“This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan.”
Users of Burberry’s Line official account will be able to watch the Burberry Prorsum Autumn/Winter 2015 Womenswear runway show live from London Fashion Week on February 23. Using the mobile live cast functionality Line Live Cast, viewers in Japan will be able to experience the show in real time.
An exclusive collection of Burberry ‘Cony and Brown’ ‘digital stickers’ will be launched with both characters dressed in iconic Burberry trench coats and cashmere scarves designed for the platform. The stickers will be available exclusively to Line users in Japan from mid-February.
Line CEO Akira Morikawa said his company was pleased to be recognised as “a powerful and stable platform” by Burberry.
“This is a huge step for Line as it continues to grow its brand and expand globally. We look forward to working with Burberry to provide users with uniquely enjoyable and revolutionary experiences achieved by connecting an increasingly smartphone-oriented fan base with one-of-a-kind luxury fashion available both in-store and online.”
Burberry is beginning a new chapter in Japan in 2015. From June, the brand’s licensed products will be replaced with the Burberry global product offering including its British made heritage trench coats and scarves.
Burberry has 16 stores in Japan, including flagships in Kobe, Ginza Marronnier Dori and Roppongi in Tokyo. Last November it opened a new store in Omotesando, Tokyo.
Line has expanded its user base globally and now has more than 181 million active monthly users.
Burberry’s Line official account: LINE ID : @burberry_jp. It is in Japanese only at this stage.
