Burberry shakes up Fashion Week by merging shows to two annual events

Always keen to remain one step ahead of the game, British heritage fashion
house Burberry shook up the industry this morning with news of its decision
to merge its womenswear and menswear fashion week shows into two annual
events.

From September 2016, the 160 year old fashion house will showcase its new,
seasonless collections together in a single show, twice a year, replacing
its current four show calender. The new collection will be known simpy as
“February” and “September”, rather than Spring/Summer and Autumn/Winter,
marketed at Burberry global consumer who live in different continents, with
different seasons. The decision to consolidate and transform its fashion
shows is align with its new strategy under which the fashion house into one single Burberry label.

Burberry changes show schedule to offer collections directly to
consumers

This new approach will also be translated into Burberry’s runway
collections which will be available for sale, both online and in-stores
across the world, immediately following the catwalk show, in a move that
according to the company “significantly shortens the traditional gap
between the runaway show and retail availability.” Burberry’s new strategy
aims to fulfil a growing rift between digital savvy consumers and the
traditional fashion calender, as more shoppers are keen to purchase looks
seen online after shows immediately afterwards, unsatisfied to wait six
months until the collections land in store.

A photo posted by Burberry (@burberry) on Sep 24, 2015 at 8:13am PDT

“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,” said
Burberry Chief Creative and Chief Executive Officer Christopher Bailey.
“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.”

In order to fully support its new direction and calender showing, Burberry
will also ensure all of its store windows and sale locations showcase the
newest collections immediately following the shows. Known for its continual
success with digital innovation, including its recent live digital
campaigns on and Instagram, Burberry’s is set launch
all its main advertising campaigns for the collection through its key
digital channels and print media after the collections have been presented.

The finale. #LFW

A photo posted by Burberry (@burberry) on Sep 25, 2015 at 9:34am PDT

One of the main outcomes of Burberry’s new direction will see the its
formerly separate Burberry Menswear show, which was previously staged in
January and June at London Collections: Men, disappear. However, Burberry
will not be completely absent from the menswear fashion week and will
continue to work the organization to ensure it plays a significant part in
the men’s fashion calendar. In addition, Burberry’s bi-annual
pre-collection will become part of the collection showcase.

Burberry decision to make both its shows as well as its collection more
consumer-centrific comes at a pivotal point within the fashion industry and
fashion week as designers, labels, organizations and retailers alike
question the current,seemingly fatigued fashion system. Over the past few
months more and more designers have revealed their decisions to move away
from the traditional fashion week catwalk showcase to ensure their
consumers appetite for fashion is met, including , and

In addition, both the Council of Fashion Designers of America, which
oversee New York Fashion Week, and The British Fashion Council, in charge
of London Fashion, have both begun exploring options to make the bi-annual
events more consumer oriented. The CFDA tasked the Boston Consulting Group
to conduct an in-depth study on the viability and logistics of a consumer
based fashion week and the BFC is currently expanding its designer
influence at London Fashion Weekend, the bi-annual consumer event which
follows London Fashion Week.

“The BFC executive board has been talking for some time about fashion shows
better connecting to consumers and being a direct driver for retail sales,”
said Caroline Rush, chief executive of the British Fashion Council in a
statement. “Burberry is a truly innovative brand and this strategic move
shows brilliant leadership from Christopher Bailey and his team in driving
this agenda forward. A number of British brands will move to a similar
model over the next few seasons.”