My Theresa x Burberry shoppable February 2017 runway
This week we went live on our second exciting collaboration with womanswear e-commerce site MyTheresa.com and iconic British brand Burberry.
Christopher Bailey, Burberry’s Chief Creative and CEO, showcased his Henry Moore-inspired, beautiful new February collection at Makers House in Soho, on Monday of London Fashion Week. Monday evening saw a late night for the Smartzer team as we worked to rapidly add our interactive functionality to the much-anticipated runway show. Customers can now just click on any look taking their fancy, using our hover effect customised for Burberry, in order to immediately see details and easily shop the luxury pieces via MyTheresa.com.
We think that this a truly innovative addition to the Burberry runway show experience, especially in combination with the “See Now, Buy Now” aspect of Burberry’s show, meaning that the season’s new pieces are immediately available to buy following the show.
As any fashion-aficionado would tell you, Burberry is a leading brand in terms of fashion which pays homage to tradition yet is also avant-garde. Beyond this, though, the brand is also forward-thinking in terms of paving the way in engaging their customers using popular, yet often (unfortunately!) underutilised, video content, really taking steps to please both their dedicated and new customers.
Here at Smartzer, we are so pleased to have been able to work with Burberry for a second time. This really speaks volumes about Burberry’s level of satisfaction with the original shoppable runway that we generated for them in September 2016 and, on a wider level, it shows the consistent and repeatable nature of interactive video content as a tool which brands can use to engage customers and drive sales.
To check out the interactive experience Smartzer created for the Burberry February 2017 runway, visit MyTheresa.com. We are so proud of this project and would love to hear any feedback you might have, either on this page or via twitter @smartzer.