Luxury fashion brand Burberry has announced it is to change the way it presents, creates and sells its catwalk collections as of September 2016.
Going forward, there will be two shows instead of four, one in February and one in September including both menswear and womenswear.
Also, catwalk collections will be instantly available after the shows both online and in-store.
Christopher Bailey, chief creative and chief executive 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 well as in-store and online, the new collections will be in all store windows and point of sale material will be displayed after shows, along with key digital advertising campaigns.
