The new shift will shorten the traditional gap between the runway show and the retail availability.
The company also announced a change in its runway calendar. From September 2016, Burberry will replace its current four show calendar with two shows. The February and September shows will feature both womenswear and menswear collections.
Christopher Bailey, chief creative &CEO, Burberry, 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.”
As part of the new calendar, all store windows and point of sale material will also display the new collections immediately following the shows. Seasonless, immediate, and personal, the new format and calendar have been designed with a global audience in mind. (HO)
ALCHEMPro News Desk – India
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