Burberry announces some radical shifts to its runway and retail calendar.
The guys at Burberry tend to be pretty keen on innovation; from being one of the first brands to live stream their shows, to their Snapchat and Instagram campaigns last year, Chief Creative and Chief Executive Officer, Christopher Bailey, has never been afraid to change the game a little. It’s hardly surprising then, that Burberry have made some ground breaking announcements today. The first of which is that instead of the usual four show per year calendar, the brand will now be presenting two shows – one in September and one in February, both of which will include men and women’s clothing. That’s fairly big news for a brand the size of Burberry, and is perhaps an indicator of the things to come across an industry which has frequently been in the spotlight for increasing output and collections rather than streamlining them.
The other big announcement is that the collections will be available to purchase in store and online immediately following the show, meaning you won’t have to wait another year to get the pieces everyone is coveting on the runways. Bailey said of the move, “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.” Let’s see if everybody else is ready to follow suit.