The global partnership will offer users of the Japanese social platform LINE unique creative content

British luxury brand Burberry has partnered with the Japanese social platform LINE in order to deliver users creative content through a variety of initiatives and bring them closer to the brand. The global partnership will begin with a live-stream of Burberry’s Prorsum womenswear show in London later this month.

Burberry currently has sixteen stores in Japan and from June it will be replacing licensed products with its global product offering, including British-made heritage trench coats and scarves. LINE is a messaging app for smartphones with a wide range of social elements and over 181 million active monthly users. This partnership will allow the fashion brand to build its audience in the country and continue to expand globally through live-streaming capabilities.

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