With efforts such as its "smart personalization" system last year, Burberry is always upping the innovation game when it comes to the fashion show experience. Its latest effort is taking place in China, where it partnered with messaging app WeChat (Weixin) for what it calls its "most customisable Burberry social show experience to date."
Burberry followers on WeChat were able to view its London Fashion Week AW/14 Womenswear show this week, and, by texting "Made For" with their name to the service, receive personalized digital versions of runway looks. They could then share these with friends. Users were also able to access audio content from the Burberry design team, explaining the inspiration for and details of key runway looks, and send texts to receive exclusive photos of guests at the show.