BURBERRY has become the first major brand to announce changes to its current fashion-show model. The British fashion house revealed today that it intends to amalgamate its womenswear and menswear shows as of September this year into two annual shows, the items from which will be available to purchase immediately in store and online after the catwalk show finishes.
"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," Burberry's chief creative and
chief executive officer,
Christopher
Bailey, told WWD. "Our shows have been
evolving to close this gap for some time. From live-streams, 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."
Bailey revealed that by creating seasonless collections,
it will clear up any confusion for the Burberry customer, meaning
they can buy what they want, when they want, wherever they are in
the world - and in the process make it easier for his own team's
workload.
Burberry's announcement comes as the fashion industry is facing
a major shake-up following similar announcements by New York brands Thakoon and Rebecca
Minkoff, as well as the CFDA's announcement that it has hired Boston Consulting
Group to look at the different options designers have to make
their fashion shows more consumer facing. Other designers - most
notably Thomas Tait, Tom Ford and Matthew Williamson - have also
changed the way they operate in the last year when it comes to
showing their collections, with no doubt more to follow suit
following Burberry's big news.
Burberry - Autumn/Winter
0 commentaires:
Enregistrer un commentaire