[ BAILLIE GIFFORD ]
Europe ’ s luxury brands , largely reliant on their retail footprint to provide a high-end shopping experience , have also had to adapt creatively
transition successfully . Rather than viewing online as a distribution and sales channel , the company has used Instagram and its websites to engage both existing and potential customers . Kering is one of the many brands eschewing traditional advertising in favour of experimenting on YouTube , Instagram , Twitch and other platforms . Sitte points to Burberry ’ s recent fashion show on Twitch , a video streaming platform for video gamers , as an example of the experimentation and innovation released by the pandemic . These brands are being met online by an audience eager to engage . Adidas ’ s one-minute YouTube film with Siya Kolisi , the first black test captain of the South African rugby team , has been viewed over 45 million times . Sitte expects the presence of European companies on social media to continue growing and evolving . “ TikTok has been one social media platform that has really seen a massive ascent during this pandemic in the west . I wouldn ’ t be surprised if this became an important platform to
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