link.png Burberry announces major strategy change.← Back

At a time when the fashion industry is questioning the current system, Burberry has announced it is to change the way the business functions.
From September onwards, the label’s womenswear and menswear collections will be shown together: previously the collections had been shown separately at the respective women’s and men’s fashion weeks in London. But it doesn’t just stop there: the clothes presented at the show will then be available to buy online and in retails stores as soon as the show has come to an end. The campaigns will also be launched at the same moment.
This marks a radical shift in the way Burberry operates: with these bi-annual, seasonless collections, the luxury fashion label is completely changing the way it markets and sells its products in a move that aligns runway and retail. Customers will no longer have to wait several months to buy the items they see on the catwalk. It also creates a stronger connection with the customer, something which chief executive and chief creative officer Chrisopher Bailey has been working on for a while: indeed, Burberry has been live-streaming its shows for over five years in a effort to get closer to their global audience. In a conversation with Business of Fashion’s Imran Amed, Bailey explained: “The reality is that, today, we’re bombarded with images, film and music. To try to recreate the energy that you created five or six months ago, you’ve got to just question how relevant it is.”

Burberry isn’t the first to move away from the current model and take a new approach. Recently the CFDA announced it was hiring an external body to analyse the role of New York Fashion Week, whilst in the UK, brands such as Mary Katrantzou are to show at London Fashion Weekend, an event open to the public.
The fact that one of the UK’s largest luxury fashion labels is opting for such a significant strategy change will inevitably have repercussions throughout the industry – many brands are likely to follow suit and opt for a system which is more in line with the times.