Burberry to sell collections immediately after runway shows

by Stephen Garner
Burberry
Burberry’s F/W 16 collection

Burberry has announced plans to change the way it creates, presents and sells its runway collections. Beginning in September 2016, Burberry will replace its current four-show calendar with two shows that will feature seasonless pieces that will be available for purchase immediately in-store and online.

As a result of these changes there will no longer be separate Burberry Menswear shows previously staged in January and June annually. Instead, Burberry is working with London Collections: Men to create new ways of playing a significant part in these key moments in the men’s fashion calendar.

“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,” said Burberry CEO and chief creative Christopher Bailey. “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. And following the success of recent live digital campaigns on Snapchat and Instagram, Burberry’s main advertising campaigns will also appear in key digital and print media immediately after the collections have been presented on the runway.

This move follows the recent news that the company will merge its Brit, London and Prorsum lines into one new Burberry label.