Burberry has taken to Twitch to debut its SS21 collection in yet another step towards the fashion’s integration in the world of gaming.Β
Acknowledging that Gen Z is predicted to make up 60% of the entire luxury market by 2026, high-end fashion has been flocking to the world of gaming, eager to cash in on what is now a major platform for promoting cultural trends. And, in a move that marks a whole new era for Twitch, Burberry just became the first ever luxury brand to broadcast a runway on the fast-growing live-streaming service.
With the intersection of gaming and fashion steadily gaining traction, itβs become increasingly apparent that the two can go hand in hand in terms of marketing. The ground-breaking partnership – which saw Burberry debut its stunning SS21 collection to 42,000 viewers – was not only a means of adapting to pandemic restrictions, but yet another step towards assimilating the industries for profit.
Streamed in βsquad mode,β which allowed viewers to converse through a personal and inclusive chat function, offering a range of perspectives from celebrity hosts including Erykah Badu, RosalΓa, and Bella Hadid, the show was a drastic departure from the content Twitch is famous for. Exchanging smash-hit videogames like Call Of Duty and Fortnite for models and breath-taking clothing design (albeit for one hour so not to fear), the platformβs global head of brand partnerships, Adam Harris, felt confident the collaboration would succeed β particularly amongst a younger audience.
βGen Z is savvy,β he says. βItβs quite hard to get them to engage with brands and activities, but with Twitch itβs a live community-based experience. People are able to simultaneously watch something and discuss it in real time. This opens up a whole host of opportunities for Burberry.β
https://www.youtube.com/watch?time_continue=2&v=LdsqXy3aYpo&feature=emb_title