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Burberry teams with Japanese messaging app Line to live stream LFW show

Burberry has continued its charge to connect with fans of the luxury brand in Asia and has partnered with Japanese messaging app Line to live-stream its upcoming Prorsum womenswear show at London Fashion Week (LFW).

The pair will partner to offer Line users in Japan, of which there are around 170 million monthly active users, creative content and Burberry has also created a series of emoji-style stickers, a popular element of the app.

Using Line brand characters Cony and Brown, Burberry has redressed them in its famous trench coat and a cashmere scarf. The stickers will be available exclusively to Line users in Japan from mid-February.

Burberry chief creative and chief executive officer Christopher Bailey said; “I am delighted that we are working closely together with Line - a company we have long admired for their innovation and creativity. This exciting collaboration will help us share our rich heritage and culture of design by building a very personal relationship with audiences in Japan.”

The move comes as Burberry looks to expand its presence in Japan during 2015. From June, the brand’s licensed products will be replaced with the Burberry global product offering including its British made heritage trench coats and scarves.

At last year's LFW embarked on a 'digital innovation' partnership with Chinese social platform WeChat to grow its social media and customer base in the region.

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