Iconic British brand Burberry has decided to change its fashion show model.
It is well known that designers think the traditional fashion week format doesn’t work anymore, in this era where internet and social media rule. And now, the Council of Fashion Designers of America (CFDA) is analysing the situation with the Boston Consulting Group; so, it’s not really a surprise that many fashion houses are planning to make some changes. However, Burberry is the first big fashion brand to announce that everything about their format will change.
From September, there are going to be two season-less shows a year, combining menswear and womenswear together, in one collection. In addition, all the clothes shown on the runway will be available to buy in-store and online right after the show.
Burberry’s creative director Christopher Bailey told WWD: ‘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 sometime. From live-streams, 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.’
Bailey also said it’s not easy for a customer to understand their timings: ‘The moment is when you are showing it, but then you’ve got to kind of say is it the right moment five or six months down the line? I just struggled with with it. So it’s just trying to say to the customers: ‘You’re really important to us, we’re serving you and we need to change our ways rather than expect you to do these things’.
About the decision to call the collections simply ‘February’ and ‘September’ and not Spring/Summer, Autumn/Winter, he explained why, being a global company, this is an important step for the brand. ‘When we stream that show, we’re not just streaming it to the people who live in Spring/Summer climates; we’re doing it for all different climates. So I guess we’re trying to look both creatively and pragmatically at this’.
With this idea of a more customer-friendly model, we expect other brands to follow suit.