As a brand Burberry has never shied away from embracing the digital world . Once again it has been a digital pioneer , and last night the brand decided to showcase its new collection to users via Snapchat , before it hits the runway today . Snapchat will also cover the runway show on its " Live Stories " series . The lack of Snapchat 's disappearing content also works to Burberry 's advantage as it only gives﻿ users a sneak peak , meaning they﻿ will have to watch the runway show to see more of the clothes . Gap 's decision to use Snapchat over more ' mature ' social media sites , such as Facebook , shows that the brand wants to access Snapchat 's young user base ranging from 18 to 34 and build a relationship with them for the future .
As a brand Burberry has never shied away from embracing the digital world. Once again it has been a digital pioneer, and last night the brand﻿ decided to showcase its new collection to users via Snapchat, before it hits the runway today. Snapchat will also cover the runway show on its "Live Stories" series. The nature of Snapchat's disappearing content also works to Burberry's advantage as it only gives﻿ users a sneak peak, meaning they﻿ will have to watch the runway show to see more of the clothes. Burberry's decision to use Snapchat over more 'mature' social media sites, such as Facebook, shows that the brand wants to access Snapchat's young user base ranging from 18 to 34 and build a relationship with them for the future.