British fashion brand Burberry is uniting its men’s and women’s expositions together in two annual runway events. Burberry has made this move to enable its customers to buy clothes from collections soon after being presented at the shows.
Christopher Bailey, Creative and Chief Executive Officer of Burberry 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 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. We believe this will make it simpler and more intuitive for our customer.”
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Burberry, which clocked around US $ 3.5 billion revenue last year, will present new collections as ‘seasonless’ and branded ‘February’ and ‘September’ instead of Spring/Summer and Autumn/Winter. The decision follows the brand’s move to combine its Prorsum, London and Brit lines under a single brand umbrella – Burberry.
Furthermore, struck by low sales in Asia region, Burberry predicts plunging profit for the second year in succession. It is also mulling over cutting optional costs, such as travel, by £ 20 million this fiscal.
Burberry, a British luxury fashion house, is engaged into retailing of outerwear, fashion accessories, clothing, etc. The company has branded stores and franchises around the world and also sells through concessions in third-party stores.
