Franchising, retail, business
08/02/2016
The beginning of an industry-wide revolution?
Today Burberry announced that starting September 2016, it will replace its current four-show calendar with two runway shows.
They're calling the new format "seasonless, immediate, and personal," adding that the two shows–one in September and one in February–will not only feature both menswear and womenswear collections (usually they're separate), but will also be available to purchase in-store and online immediately following.
"Our shows have been evolving to close this gap for some time," Burberry Chief Creative and Chief Executive Officer Christopher Bailey said in a statement, "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." Last September, the company launched the first-ever fashion show on Snapchat, and in November the brand fused its three labels–Prorsum, London, and Brit–under just one "Burberry" label.
The is a major step within the fashion industry, which has been trying to contend with today's immediacy of online and social media coverage of shows and the six-month wait to actually purchase collections. Last December, for instance, the CFDA announced that it is working on turning traditionally exclusive runway shows into more "consumer-facing" events and unveiling fall collections in September and spring collections in February. CFDA chairman Diane von Furstenberg said the new system could prevent fast fashion knock-offs, as with the current calendar "the only people who benefit are the people who copy it."
Burberry's ahead of the game in finding a solution–perhaps it won't be long before other brands follow suit.
Fonte:http://www.elle.com/fashion/news/a33859/burberry-cuts-down-four-show-calendar-to-two-shows-a-year/?utm_campaign=trueAnthem:+Trending+Content&utm_content=56b8308604d3012e00bb9206&utm_medium=trueAnthem&utm_source=twitter
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