On stream: Live Burberry parade goes global

London – Burberry took its live streamed catwalk show strategy a step further this season. The brand used London’s premium LED screen advertising site at Piccadilly Circus to take the show to more than 150 countries at 40 live events –sharing its autumn/winter 2011 collection with a global online audience who could then shop for the coats and bags featured immediately.

Chief creative officer Christopher Bailey followed his menswear autumn/winter 2011, with its focus on colourful outerwear, with a heritage-inspired collection called Shrimpton. Sculptured and fitted heritage outerwear was the mainstay for silhouettes with bubble volume shapes and cropped or oversized cape jackets alongside trench and tunic coats. For the finale all the models donned transparent plastic macs, while fake snow rained down on the audience – a spectacular reminder of the weather implications of the season, intended for the live online audience.

‘Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing, everyone will be able to feel the energy and attitude of the brand and the excitement of the show,’ said Bailey.

LS:N Global has highlighted Burberry’s digital strategy in our previous report on the brand’s Runway to Reality live event.