Burberry has revealed plans to launch limited monthly product drops over Instagram as it ramps up its fashion releases.
It’s the latest in a string of changes from the historic British fashion retailer under new chief creative officer Riccardo Tisci, who arrived in March.
In a bid to attract younger consumers, Tisci will be launching limited product drops in a similar move to the flash releases of streetwear brands such as Supreme and Palace Skateboards.
The drops will be unveiled over Instagram, China’s WeChat, Japan’s Lin and Korea’s Kakao, but not via Burberry’s traditional stores or websites.
The announcement comes two months after the luxury fashion house unveiled a new branding overhaul including a new logo, marking the first change to its design in two decades.