British luxury fashion house Burberry and Japanese smartphone app maker Line Corporation have entered into a unique partnership deal which aims to increase the former’s fan base in Japan.
Part of the UK label’s current expansion strategy, the collaboration will kick off with the live streaming of upcoming Prorsum’s womenswear show at London Fashion Week (LFW) on February 23rd, 2015. Using the mobile live cast functionality Line Live Cast, Japanese Line app users will be able to experience the show in real time.
Speaking about the new association, Christopher Bailey, the fashion brand’s chief creative and CEO, said, “I am delighted that we are working closely together with Line - a company we have long admired for their innovation and creativity. This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan.”
Akira Morikawa, CEO of Line also talked about the partnership in a statement, “We are extremely pleased to be recognised as a powerful and stable platform by Burberry, one of the most innovative global luxury brands, and to be able to partner with them to achieve a variety of initiatives.”
“This is a huge step for Line as it continues to grow its brand and expand globally. We look forward to working with Burberry to provide users with uniquely enjoyable and revolutionary experiences achieved by connecting an increasingly smartphone-oriented fan base with one-of-a-kind luxury fashion available both in-store and online,” he adds.
Apart from the collaborative venture with the app maker, Burberry’s Japan invasion this year will see the replacement of licensed products with its own global product offering including British made heritage trench coats and scarves from June, 2015 onwards. The brand currently has 16 stores in locations like Kobe, Ginza Marronnier Dori, Roppongi and Omotesando in Tokyo.
With more than 181 million active monthly users, Line app has grown into a global service, used in 230 countries. (PB)
Fibre2fashion News Desk - India