Jessica Grasso
Just yesterday, Apple Music and Burberry, decided to team up to fuse the
music and fashion industry. Burberry is the first fashion brand to have a
channel on Apple Music. This collaboration will shed light on British performers
to a broader audience, better market Burberry products, allow Apple to become
more competitive in the music streaming industry, and enable Apple to interact
with the fashion world more directly.
At first, I was confused by this merge,
but after reading more, I realized that it is a brilliant marketing idea for Apple
Music, Burberry and the artists involved. With the creation of the new Apple Watch, the technology and fashion industry have already
begun to intertwine. Apple has partnered with high fashion companies in the
past to design new accessories for various apple products making the logic
behind this relationship clearer.
Burberry has been engaging with the
music industry for years through live performances at runway
shows and Burberry Acoustic, a
website which houses videos of only British bands wearing Burberry products. Burberry Acoustic combines fashion and
music to convince customers that the clothing,
like the music, is vogue. Their new affiliation with Apple Music will expand
their audience so Burberry can better sell to a broader group of customers and better
promote both famous and up and coming British bands. I am interested to see if
the channel expands its music wardrobe as the channel gains popularity.
This merge is a gateway to combining the world of fashion and
music. It will support Apple as a competitor with other music streaming
companies, like Spotify and Pandora, and immerse Apple further into the world
of fashion. This new idea differentiates the company from its
competitors, as there hasn’t been anything like this combination in the music
industry so far. Now, customers have new
criteria to consider when deciding which music retailer to subscribe to. The
channel will be unveiled through video footage of the Burberry Women’s Wear
show later this month where British artists will perform. This grand showing is
a perfect way to show how the two industries blend cohesively together.
Although this article was
informative, I found it overlooked the explanation of what Apple Music actually
is. In order for me to fully understand the idea, I did extra research by
reading other articles and visiting https://www.apple.com/music/. I also felt
the article didn’t emphasize how this partnership will benefit Burberry’s
sales. By teaming up with Apple and introducing its name at the forefront of
the music streaming industry, Burberry is expanding its market tremendously. Lastly,
the benefit to the underground British artists is enormous as the talent from
the U.K. is now being broadcasted on a more global network.
I
am interested to see which other brands partner with Apple Music to create their
own channels, and how competitors, like Spotify and Pandora, respond. Lastly, I wonder if Apple will create more fashion
forward products, like their watch, to expand their empire even more.
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