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Burberry opens up ‘direct from catwalk’ sales to web shoppers

Burberry cemented its position at the forefront of luxury etail last week when it opened up its ‘Runway to Reality’ ordering service to the world on its website

The luxury brand and retailer live-streamed last week’s Burberry Prorsum menswear show at Milan Men’s Fashion Week on its website and gave shoppers a chance to place immediate orders from the autumn 11 collection. Orders taken online are delivered within seven weeks, well ahead of the collection hitting stores.

Burberry has also added instant messaging to its site, enabling shoppers to have live chats with customer service operatives about the clothes.

Burberry broke new ground last September when it allowed customers to watch and buy directly from its spring 11 womenswear catwalk at London Fashion Week in its 25 global flagship stores.

Chief financial officer Stacey Cartwright said Burberry would now offer the “click to order service” for all of its future catwalk shows.

This week, Burberry reported a 27% hike in revenue to £470m in the three months to December 31, with double-digit growth across both its wholesale and retail operations. Retail revenue was up 36% on an underlying basis to £335m, excluding its restructured Spanish business. Underlying wholesale revenue grew 15% to £112m.

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