Beyond the rebrand: Moving fashion forward with digital
summary
Burberry repositions itself by launching a social-first rebrand that debuts new logo and monogram on Instagram and WeChat, livestreams giant OOH activations and stitches community into the rollout. It runs the bee series monthly drops — 24-hour social commerce releases on Instagram, WeChat, LINE and Kakao with very high sell‑through and viral celebrity moments. Experimentation includes an Apple phone partnership and a separate industry example cited: a Snapchat AR geofenced commerce flow powered by Shopify plus dark‑store delivery that sold out in 23 minutes.
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chapters (8)
- 0:00Introduction and welcome
- 1:08Burberry’s digital pioneering
- 4:41Rebranding with social media
- 7:30Video showcase of rebrand
- 9:15Product drops and drop culture
- 12:27Nike’s tech-driven experience
- 14:35AR sneaker drop demo
- 16:20Future of customer experience
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