Have you ever seen a pair of faux sharkskin culottes at the Dolce & Gabbana launch and thought that you MUST have them NOW – only to find that, thanks to the fashion world’s crazy timetable, they don’t go on sale for ages? No, neither have we. But it’s a problem, apparently. And Burberry is about to solve it.
You see, in the days before the internet, fashion shows were just for insiders. Press and buyers gathered to preview collections (and grab a goody bag) months before the collections went on sale. But our Instagram culture means consumers can see what’s happening up and down the runway – and although they’re ready to buy, manufacturers aren’t always ready to sell. That’s why Burberry is changing the way it creates and shares its collections.
From now on they’ll have two shows a year, featuring both men’s and women’s clothing. The collections will be named February and September, ‘seasonless’ names that are relevant to buyers across the globe, and across different climates. And the collections will be available online and in store straight away. So those culottes will be sashaying into the pub in no time.
They call it ‘aligning the runway and retail calendar’. We call it good sense.
Via. Business of Fashion