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In a move away from print advertising, fashion house Burberry will be promoting the 2012 eyewear line via digital media. The campaign will have presence on social media (major sites including Facebook, YouTube and Twitter) and an interactive website. The website will house music videos made by a variety of artists, including One Night Only, Marika Hackman, Life in Film and The Daydream Club. Courtney Albert, brand consultant and strategist at Parker Avery, who is not affiliated with Burberry, said, “Burberry is consistently rated as one the top luxury brands on social media and online platforms, which means that they have to be doing something extraordinarily right.” Burberry’s adaption of digital media demonstrates the ever-growing importance the online sphere will have in the fashion industry, especially in connecting elite brands with fans, in turn transforming their perceptions of these powerhouse fashion brands. To learn more, please visit LuxuryDaily.com.

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