Right off the runway just got a whole new meaning! Burberry staged a major fashion game-changer when they announced their plans to debut looks during fashion week that you can buy IMMEDIATELY following the show — and right after the news was announced, designer Tom Ford quickly followed suit. You’ll now be able to SHOP the designer duds in real-time, right as they hit the runway.
Burberry has always been ahead of the game when it comes to their consumers. Whether it be live-streaming their shows or engaging in new social media collaborations, the brand has always been focused on bringing the runway looks directly to their consumers — and now they’re doing so in a game-changing way, by only showing collections that will immediately be available for purchase. Combining their men’s and women’s collections, the brand is set to show twice a year, offering buy-now-wear-now collections. That means you can literally SHOP the runway in real-time — an amazing shift, especially for the social media-savvy consumer — and right on the heels of Burberry’s big news, designer Tom Ford announced he also plans to switch to a consumer schedule.
Every season it feels like fashion week is becoming more and more obsolete — and designers are starting to acknowledge how antiquated the whole process has become, where consumers grow tired of waiting half a year to SHOP the looks they saw on social media when the collections debuted during fashion week. Burberry announced their solution to speed up the system and keep up with the demand of consumers. The collections will be immediately available for shoppers online and in-store — in fact, the window displays and media campaigns will also change right as the models start storming the catwalk. You can’t get more immediate than that!
Our sister publication, WWD, broke the news on Feb. 5. Following Burberry’s announcement, Tom Ford also announced his plans to switch to a consumer schedule, moving his presentation, which was originally scheduled for Feb. 18 during New York Fashion Week. “In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to consumers is an antiquated idea and one that no longer makes sense,” Ford said. “We have been living with a fashion calendar and system that is from another era.”
Christopher Bailey, chief creative and chief executive officer of the $7.54 billion brand said the decision to switch to a consumer schedule didn’t come overnight. “We began live-streaming in 2008-09 and ever since then we’ve been talking directly to a customer about the collections, about the mood, about the music, about the fashion and about the event. But then we’ve also been saying to the customer, ‘You have to fit into the traditional sector thing,’ and it just didn’t feel right and it hasn’t felt right since the beginning,” he told our sister publication, WWD. “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.”
“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,” he continued.
Are you excited that you’ll now be able to shop clothing right off-the-runway?