Select merchandise from designer Riccardo Tisci's first collection with the British luxury brand will be available on social media and in the flagship location exclusively for a 24-hour period

This month, Burberry is using social media to release its limited-edition line in a flash sale. To celebrate high-end designer Riccardo Tisci’s first collection as Chief Creative Officer of Burberry, the brand will be selling exclusive pieces from the line for just 24 hours via Instagram, WeChat and in-store at Burberry’s London flagship location.

In accordance with the social flash sale, Burberry is also revamping its flagship store on the U.K. capital’s Regent street, incorporating themed rooms that celebrate the brand’s past and future as well as an interactive three-floor art installation, all aiming to tell the story of the house.

This ephemeral digital marketing tactic and brick-and-mortar coordination are part of a new strategy for the brand, aiming to modernize itself to stay relevant with influential demographics like millennials and Gen Z to whom social commerce appeals in particular. The brand intends to launch more sales like this one, creating a series of “see, now, buy now” offers that tap the popularity with consumers of exclusive merchandise and seamless shoppability.

Burberry

This month, Burberry is using social media to release its limited-edition line in a flash sale. To celebrate high-end designer Riccardo Tisci’s first collection as Chief Creative Officer of Burberry, the brand will be selling exclusive pieces from the line for just 24 hours via Instagram, WeChat and in-store at Burberry’s London flagship location.

In accordance with the social flash sale, Burberry is also revamping its flagship store on the U.K. capital’s Regent street, incorporating themed rooms that celebrate the brand’s past and future as well as an interactive three-floor art installation, all aiming to tell the story of the house.