Riccardo Tisci, the newly appointed creative chief to British heritage brand Burberry is leaving no stone unturned in revamping the strategy for his new house.
On the heels of announcing a collaboration with none other than the queen of punk fashion and sustainability pioneer, Vivienne Westwood, Tisci reveals that he has plans to launch more such limited edition product releases.
As the industry awaits for his much talked about debut collection set to be showcased at the London Fashion Week, it is not clear if both of these capsule collections will be launched after the debut or as a teaser leading up to the big reveal in September.
However, the announcement makes it clear that Tisci is following along the plans that were charted by his predecessor Christopher Bailey before his departure earlier this year.
As mentioned earlier, Burberry is going to follow in line with streetwear market’s obsession with releasing collections as ‘monthly product drops’ rather than a full seasonal collection.
Marco Gobbetti, the brand’s CEO said, “Our go-to-market strategy is about more frequent, smaller deliveries, and it’s a strategy that will continue for now. If we deliver the full collection right away, then you don’t really have a reason to come again, unless we can deliver something new. We just need to keep the customer’s attention and keep them engaged with us.”
Under Bailey’s creative and Marco Gobbetti’s executive leadership, Burberry was one of the first big brands to adopt the ‘see now, buy now’ sales model. This new collaboration and drops strategy falls right along that visionary direction.
