Recovering shopaholics LOOK AWAY NOW! Burberry’s next attack on your consumer defences will be three-pronged and utterly ruthless! Following on from last season where the sumptuously covetable jackets and handbags went on sale for a limited period immediately after the runway show, for S/S ’11 the concept is expanding.
The aviator experiment must have been a success for technologically savvy Christopher Bailey’s company as they are rolling the concept out this season to include ‘virtual trunk sales’ in 25 Burberry stores around the world. Yep, during the Burberry runway show at London Fashion Week this month;
1 The fashion editors and buyers will be fanning themselves while models parade in front of their eyes,
2 Fans of the brand around the world will be glued to the livestream on the web (with the option to buy online too) AND
3 A select group of specially invited guests will be gathered at discreet, customer events at certain stores. Burberry are calling it their Retail Theatre concept. Here the lucky guests can experience the runway show in luxurious retail environs, including re-vamped in-store acoustics. But not only that but the guests will be loaned iPads that have a bespoke Burberry app on which they can use to place their orders. According to Burberry, the invites went out today to the chosen ones, presumably in golden envelopes embossed with the Knight on a Horse emblem..>whimper< Where are OURS?
With delivery in just 7 weeks, which is well ahead of luxury industry delivery times, that's what we call 'Runway to Reality'!
It's another step by Burberry towards the digital shopping revolution! At this rate, the bi-annual collections will be completely in sync with shoppers both on and off-line. As Christopher Bailey recently said 'we are now as much a media-content company as we are a design company, because it’s all part of the overall experience...So it’s a big deal. It’s changing the whole system of buying, and the whole cycle of production.'
Or, to put it more succinctly; at the end of the day 'you can buy every bag that goes down the runway and every coat and all the make-up as well.' yippee!
- Naomi Attwood