On Thursday, September 17th, Burberry will be showcasing its Spring/Summer 2021 collection, but with a twist. In light of the Covid-19 pandemic, the luxury brand has decided to hold the show online. To make this virtual runway experience even more unique, Burberry has chosen to broadcast the event on the popular streaming platform, Twitch.
Twitch, originally known for its streaming of online games, has proven to be an unconventional but fitting choice for Burberry’s show. The platform offers a feature called squad streaming, which allows multiple screens to be displayed on one window. This means that virtual guests will have the ability to view different perspectives of the show simultaneously and engage in real-time conversation through Twitch’s chat function. Burberry emphasizes that this will create a personal and inclusive experience for viewers. The show itself has been curated by artist Anne Imhof and will take place in the British countryside.
What makes Burberry’s decision even more noteworthy is that it will be the first luxury brand to livestream a fashion show on Twitch. Despite having a much smaller following on Twitch compared to Instagram and YouTube, Burberry seems to have a long-term strategy in mind. Twitch boasts a young audience, with over half of its users falling between the ages of 18 and 34. Additionally, the platform is primarily used by males, with 81.5% of its users being male. As Twitch gained popularity during the lockdown, surpassing one billion hours of monthly viewership, it’s clear that the platform is growing in popularity among younger generations.
It’s also worth noting the connection between Twitch’s association with gaming and the increasing gamification of the luxury sector. The luxury industry has been incorporating online challenges, encrypted products, and e-sports partnerships to engage consumers. Burberry has been no exception, as they recently showcased their third installment of the online B-Surf competition and introduced unlockable options in their social store. By choosing to broadcast on Twitch, Burberry is aligning itself with the rising trend of gamification in the luxury world.
In a world where traditional fashion shows have been disrupted by the pandemic, Burberry’s decision to embrace Twitch as a platform for their SS21 collection demonstrates their willingness to adapt and experiment. By tapping into the unique capabilities of Twitch and its growing user base, Burberry is paving the way for a new era of digital fashion experiences.
Useful links:
1. Twitch
2. Business of Fashion – Burberry to Livestream Spring 2021 Show on Twitch
