The Internet has forever changed the way we shop. Instagram and Street Style has fueled the desire for instant gratification. The age old disconnect of looking for a fresh pair of white jeans in July, only to find stores filled with cashmere and suede, motivated Christopher Bailey, Burberry's CEO and Designer to set in motion a radical change; See Now-Buy Now Fashion. Why, he reasoned, create all of the buzz, only to have it all fizzle and burn, till the clothes arrived in stores 6 months later? Is the key to keep customers happy, engaged and more importantly, spending again?
What would happen if he did his runway show in real time...instead of showing Spring 2017 this fall, he showed his freshly crafted women's and men's Fall 2016 show yesterday. All of the merchandise shown on the runway was available in Burberry stores today. A few of my favorite looks are below:
This my Lovelies, is REVOLUTIONARY. Chioma Nnadi of Vogue.com reviewed the collection and the full video is also available to view here.
In addition to their own boutiques, the ready-to-wear was of course available on their website Burberry.com. It's a simple, but brilliant shift. Other designers also took notice; Ralph Lauren followed the vision Bailey laid out, showing his collection in front of his Flagship NY store last week. Since he also has a tremendous retail presence in dozens of high end retailers, it will be interesting to see how See Now- Buy Now will play out and if one designers decision to single handily turn the clock back will be the key to reinventing fashions future.
Time, and money, will tell...
xox,
DD
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