Burberry is Changing the "Entire Value" Chain of Retailing with Video and Facebook

By making its London and Paris runway shows "shoppable" in a special streaming video preview for its 15 million Facebook fans, London' fashion house Burberry is transforming the entire "value chain" fashion retailing, says Erich Joachimsthaler, CEO of Vivaldi Partners Group, a global brand consutling firm, in this interview with Beet.TV He explains how the preview, streamed as a rehearsal one hour before the official runway show, allows customers to shop directly from the video and have items shipped to their homes or stores around the globe. He describes the value of this approach to sales and inventory management. The Vivaldi firm has evaluated the "social currency" of some 60 global brands in a just-released report.

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