Burberry taps further into social commerce following B Series success

By

Barbara Santamaria

Published
Mar 20, 2019

Burberry is one of several brands launching checkout on Instagram after seeing its pioneering B Series initiative, which releases limited-edition products on popular social media networks for a limited period of time, prove a massive success.

The first product drop launched in September with black logo sweatshirts priced at £450, and sold out in less than 24 hours. Since then, the luxury house has been dropping a selection of products on the 17th of every month for 24 hours only on Instagram, WeChat, Kakao and Line.

The initiative has been gaining pace, with the Small Title bag, which was part of the February 2019 drop, selling out in the Americas within hours of launch last month.

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Further strengthening the luxury house’s social commerce offering, launching checkout in Instagram will allow users in America purchase products directly from the Burberry Instagram shop without being redirected to the main e-commerce site.

Essentially, it will make shopping on Instagram faster and remove friction from shopping experience.

Commenting on the launch, Rachel Waller, VP of marketing and digital at Burberry, said: “Burberry is always pushing for digital innovation that improves our customers’ experience. We have seen great results from the monthly B Series product drops which launched last September, bridging the journey from inspiration to ecommerce for our social community for the first time.”

H&M, Adidas and Kylie Cosmetics are some of the over 20 brands which have partnered with Instagram for the launch of the in-app checkout feature.