Burberry has shifted its catwalk calendar to align with retail deliveries.
The luxury brand will host two combined men’s and women’s catwalk shows each year, with “seasonless” collections that are available for consumers to buy immediately after the events, rather than its existing four annual shows that fit in with a conventional retail buying calendar.
The change will take effect in September at London Fashion Week. Burberry will no longer show at London Collections Men but will retain a presence there.
The new collections will be referred to as February and September rather than traditional spring/summer and autumn/winter to appeal to a global consumer base.
”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 chief executive and chief creative 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.”
As part of the new calendar, store windows, point of sale material and advertising campaigns will display the new collections immediately after the shows.
British designers welcomed proposals to change the format of the biannual fashion weeks, which could allow them to become more consumer-focused earlier this month.