Following its move into monthly product releases called B Series, Burberry will be launching its first monthly collection exclusively on social channels. This includes its Instagram and WeChat accounts, and chat apps LINE and Kakao for the first time.
The first B Series collection will be made available for 24 hours exclusively on these channels from 17 October 2018, 12:00PM (UK time). The collection consists of a limited-edition run of a unisex white t-shirt and jersey sweatshirt featuring Burberry’s new TB monogram in red. Moving forward, B Series will range in scale and availability, the statement added.
The move towards launching a monthly product release on the 17th day of every month is part of the brand’s plans to “excite customers with new deliveries and frequent communication”. The next drop will be available on 17 November 2018.
B Series was also teased through a surprise product drop earlier last month following the debut show of recently appointed creative director Riccardo Tisci, who led the recent logo change of Burberry.
The move towards social media to tease new brand initiatives is not a new one for Burberry. The brand had teased the new logo by disclosing a series of email correspondences between Tisci and English art director and graphic designer Peter Saville, before finally leading up to the final reveal.
Turning to social media for sales is also not a surprising move for the brand, which has been making several plays to reinvigorate sales. Last year, Burberry ramped up advertising on WeChat, a strategy which netted the brand a 4% rise in overall sales in its second quarter that year. Revenues from the Chinese market more than double compared to the same period in the previous year.
Earlier this year, Burberry also revealed plans to shift its brand focus on “it” handbags and higher-priced fashion products. In July, it collaborated with iconic fashion brand Vivienne Westwood to work on a limited-edition collection of re-imagined ironic styles, in celebration of British style and heritage, launching in December this year.