Burberry to sell fashion collections straight from the catwalk
Business news: British fashion label Burberry has announced its collections will be available to purchase straight after they are shown on the runway, as opposed to the typical four-month delay.Â
As of September, all of the clothes featured in Burberry's runway shows will be available to buy immediately both in store and online, overturning a seasonal schedule that has governed the industry for decades.
The brand, which was among the first to live-stream its fashion shows to an online audience, also plans to cut back from four catwalk shows a year to two.
The collections will be called February and September rather than the industry standards Spring/Summer and Autumn/Winter.
Burberry chief creative director Christopher Bailey said that this reflected the international market the brand was selling to. "We're a global company. When we stream that show, we're not just streaming it to people who live in spring and summer climates; we're doing it for all different climates," he told US fashion industry title Womens Wear Daily. "I guess we're trying to look both creatively and pragmatically at this."
Christopher Bailey said making collections available straight after shows feels like a natural step
The announcement follows the brand's decision in November to fold its various collections, including Prorsum, Brit and London, bringing them under the single Burberry label.
"It just feels like a natural next step," Bailey told industry news site Busin...
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