ARTICLE PARU DANS LE LUXURY DAILY | DECEMBER 2016 

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Burberry's early adoption

British fashion label Burberry came in behind Chanel [2016 LUXURY MARKETER OF THE YEAR],  placing as second runner's-up for its first-mover status.

Burberry added fuel to the conversation surrounding the see-now, buy-now movement, announcing early in the year that it would be changing its runway show schedule. This move consolidated its presentations to two a year, showing men's and women's collections together (Burberry updates fashion calendar to meet global demand).

The brand also took a different move when it enlisted Brooklyn Beckham to shoot a campaign, having the teenage son of David and Victoria Beckham capture the experience on Snapchat (Burberry targets younger market using Brooklyn Beckham, Snapchat).

Burberry was became the first fashion label to create an Apple TV app, becoming the first brand to broadcast a fashion show on the platform (Burberry launches on Apple TV with menswear show live-stream. When launching the fragrance My Burberry Black, Burberry took advantage of a bevy of newer social media tools, such as Instagram Stories and a Snapchat filter, to create a mood around the scent.

While unseated by Gucci in this year's L2 rankings, Burberry was positioned in second place, also showing Genius-level sill in digital.