British luxury fashion house Burberry has wiped its social media clean - or rather archived all its posts. This has come out of the blue across its Instagram, Twitter and Facebook channels. Burberry has also deleted its profile pictures on all its social media accounts.
A check by MARKETING-INTERACTIVE saw that the number of Burberry’s Instagram post remains at 101, but no posts was shown in its profile. The brand has also deleted its Instagram profile picture. On the other hand, both the brand’s Twitter and Facebook posts and profile pictures are deleted.
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While the reason behind the wipe out remains unclear, it does follow a trend taken by its newest chief creative officer Daniel Lee who took on the role in September. Lee will be unveiling his vision at London Fashion Week in February 2023.
In fact, under Lee’s management, it is not the first time a luxury brand removing its social media accounts. Back in 2018 when he was in charge of Bottega Veneta, he refused to operate major social platforms by deleting all the brands' social media accounts.
Instead, he chose to launch his own quarterly publications to promote the brand world. After Bottega Veneta divested from social media entirely and employed the no-marketing marketing approach, it still remained hot within the luxury fashion world.
While it isn't confirmed if he has adopted a similar strategy with Burberry, the dots do seem to link up. Unfortunately only time will tell if the move will be Burberry's permanent departure from social media or a marketing stunt to get consumers excited for Lee's big reveal.
MARKETING-INTERACTIVE has reached out to Burberry for further information.
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Meanwhile, just recently Burberry came under fire recently after it released its Valentine’s Day campaign that featured several LGBTQ couples. The campaign titled 'B:Mine', was released on January 23 and showcased a number of real-life LGBTQ couples kissing and embracing each other. The ad was meant to celebrate the concept of intimacy and affection and was presented alongside a curated selection of Burberry gifts such as bags, shoes and accessories.
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