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Burberry to launch ‘Runway to Reality’ in-store event during LFW

Luxury British heritage brand Burberry will stream its London Fashion Week catwalk live to its 25 global flagship stores on September 21 and allow shoppers to place immediate orders from the collection with a seven week delivery.

The “Runway to Reality” concept will allow customers to watch live streaming of Burberry’s womenswear spring 11 catwalk show on big screens, then order directly from the show using iPads with a custom-built Blackberry application. The concept will launch in 25 flagship stores worldwide. Delivery will take seven weeks after ordering.

Burberry chief executive officer Angela Ahrendts said: “Burberry Retail Theatre is at the heart of our retail growth strategy. This investment in cutting edge technology in partnership with Verizon enables us to more closely connect the Burberry brand with our consumers worldwide. This interactive retail investment will enable long term sustainable growth well beyond these exciting global digital events.”

Burberry chief creative officer Christopher Bailey added: “Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just 7 weeks.”

London Fashion Week runs from September 17 to 22.

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