Burberry partnered with LINE this week to bring runway show to Japanese users’ smartphones. It’s a Genius move as LINE has more than 170 million users in more than 200 countries, and $10 million of monthly revenue just from stickers. Yet, few global brands in Japan are leveraging this social platform. Less than 10% of brands in L2’s Japan & Korea Luxury Index experiment with local channels such as Kakao, Naver, and LINE. Uniqlo, Ralph Lauren, Dior and Lowe are the only luxury brands with LINE Official accounts (the upgraded version that enables push notifications and sponsored stickers), and Japan-based Uniqlo has more than 5x the followers of runner-up Ralph Lauren.
At the same time, Burberry is moving its Japan operations in-house. We can expect more social media innovations from Burberry in the country as CEO Christopher Bailey mentioned plans to “build a very personal relationship with audiences in Japan. Furthermore, Burberry has been a digital leader in every country. It is the only Fashion brand in our Digital IQ Index: Japan & Korea Luxury to offer direct-to-consumer e-commerce in all eight countries.