The event was not so much a private showcase for press and buyers, as it has been in the past, but a stage from which Burberry was able to to broadcast its own story directly to consumers on multiple platforms.

When asked if there was any clear brand benefit in positioning Burberry as a digital pioneer, Bailey said that it had little to do with positioning. “Digital communication and technology are part of the way everybody lives. We’re a 155-year-old company, but a very young team. It would almost be weird if we didn’t do it,” he said.

Burberry gets it.