Burberry's "Retail Theater"- September 21, 2010
Burberry's "Retail Theater" takes fashion shows to a whole new level. I have previously mentioned my frustration with eyeing fur coats and wool sweaters on display in the steamy months of summer. Thanks to Burberry, the fashion world is getting a little closer to solving this problem. Burberry's, Christopher Bailey, introduces the concept of direct-to-consumer runway shows, which now gives the public almost the same access as some of the world’s top editors and buyers when it comes to seeing next season’s collections.
Burberry will host live streaming iPad parties, and yes, iPad's are provided, at 25 stores worldwide where lucky individuals can purchase items literally off the runway! The items are shipped within 7 weeks compared to the normal lead time of 3-6 months!! If your invitation to Burberry's event gets lost in the mail, don't fret, items will be available via their website as well!
Talk about fast fashion! Not only is the British house bringing its collection to loyal customers more quickly, but people can now also decide for themselves what they want to hang in their closets rather than be at the mercy of buyers and retailers -- as well as have items that otherwise may not have been produced.
I love that the industry is embracing technology and real-time communication so well. With style.com and bloggers showing a design houses every move, adaptation is inevitable. We all know how hard it is to wait for that to die for piece for nearly 6 months--well, now we can have it!!
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