Beginning at 7 pm London time this Sunday (Sep. 20)—one day before the collection hits the runway— 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 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 .