Burberry to make its new collections available to purchase immediately after fashion shows
Burberry is to change the way it creates, presents and sells its catwalk collections.
From September 2016, the luxury brand will replace its current four shows per year with two shows in February and September that will include both womenswear and menswear. In a further move, the collections will be available to purchase in-store and online immediately following the shows as Burberry looks to shorten the traditional gap between the runway show and retail availability.
Burberry chief creative and chief executive officer Christopher Bailey said: “The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves. Our shows have been evolving to close this gap for some time. From livestreams, to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”
Since the start of the year, the collections have also been evolving with the Brit, London and Prorsum lines merging into one new ‘Burberry’ label designed for a worldwide audience. Burberry said this approach will continue in the new runway collections.
As part of the new calendar, all store windows and point of sale material will display the new collections immediately after the shows. Following the success of recent live digital campaigns on Snapchat and Instagram, Burberry said its main advertising campaigns will also appear in key digital and print media immediately after the collections have been presented on the runway.
