Christopher Bailey, Brit designer and the brains behind the renaissance of Burberry has let the following facts slip out to WWD . . .
Gadgets and gizmos - The live streaming of Burberry shows, the facebook book page, the online ordering - these ideas come straight from the top. Unlike other designers who've admitted to a touch of technophobia - step forward Miuccia Prada and Marc Jacobs, Mr Bailey is really very on the ball. Observing his little nephew's online habits;
"My 13-year-old nephew, Matthew, is gaming live with people around the world, people he knows by name and refers to as 'my mates' - it's normal for him," he says.
"That generation is global - it's a generation that lives online. I didn't grow up like that, but I am interested in that world, and excited by it."
17th century furniture - though the "rustic, not posh" kind (?) and has an iphone app which is a direct line to Christie's, where he can bid for the choicest bits and pieces.
Berocca (Actually, bizarrely, Grazia Daily had heard this before - from someone else who'd interviewed him. Apparently he's mad for the fizzy goodness). We suspect that his workload might have something to do a reliance on soluble vits rather than actual food. It's well known that he's a more than conscientious boss, and not so much as a Burberry umbrella is allowed to go out without his approval.
Pretentiousness - "Our shows were never crazy flamboyant-that's not who we are" then he continued - but I do have to be conscious of how a non fashion person will be perceiving the company," he says. "You can't let it affect your vision or point of view, but it's good to be conscious of it."
The rigid six-monthly fashion calendar - Burberry took the unusual step of offering those watching the catwalk show online the option to click and buy all the bags and about 90 percent of the coats (absolutely DIVINE shearling aviator jacket, anyone?) immediately after their latest collection - AW10 (which won't be in the shops till September) "People don't care what season it is, and they don't want to wait four months to buy it. They want it now," says Bailey.
Talking about money (v vulgar darling!) He declined to specify how much Burberry took in those post-show, online orders. We do know though, that in September, Burberry was drafted into the FTSE 100 and, with a market capitalization of £3.22 billion pounds, and revenue upward of 1.2 billion pounds, he'll be able to carry on collecting rustic furniture to his heart's content for a while yet.