The digital platform, in general, has provided brands the opportunity to connect with customers on a new marketing channel. Social media in particular, allows this connection to take on entirely new meaning, where brands have authentic, transparent and informal dialogue with both the world and one person, often simultaneously. Legacy brands including Burberry and Gucci now have over three million Facebook fans, respectively. Jimmy Choo used social media to introduce its line of trainers, ultimately driving sales of a new product by 33%. Bloggers necessitate agents, command six-figure incomes and sit in the front rows of some of the most exclusive fashion shows.