Considered to be ahead of the game in social marketing, it comes to no surprise that Burberry is one of the companies participating with Twitter to test drive the new Twitter “buy” button. It´s not the first time that the British fashion house uses social media in an innovative way to excite fans, for example, Burberry was the first to launch a live catwalk show, a 3D fashion show and in 2011 the brand already partnered with Twitter to create “tweeetwalk” where Burberry shared looks before they appeared on the runway.

The new Twitter feature is trying to target consumers with impulsive buying habits that will react to flash sales, limited edition items and discounts (amongst others). However, as this platform is currently been tested, the Twitter “buy” button is only available to a small number of users in the US . These lucky consumers are given the opportunity to purchase in-Tweet. After their 2015 spring/summer collection show, the British fashion house made available a limited number of nail polish colors that appeared on the runway, on later dates, the new “MyBurberry” perfume will be offered.

Twitter is the social media platform were Burberry holds more followers  However, is this way of purchasing suitable for the Burberry consumer? Purchasing in this form might work for some smaller products such as cosmetics, but what about clothes? Are impulsive consumers really that eager to buy a $1000+ coat from Burberry via twitter?

This new fast purchasing platform is a good idea, but I have to question if it’s the suitable purchasing channel for luxury products. It feels as if the charm of buying something premium is lost in the process. If Burberry is to continue with Twitters “buy” button, the fashion house must be cautious with the products it offers.