In a resolved effort to build a concrete connection with fashion devotees, the British brand Burberry has now stated that it will innovate its runway pattern on a creative and selling level.  Starting September 2016, the brand will combine its collections into two annual shows for a more instant and personal set-up in regards to its audience.

As such, the womenswear and menswear collections will be showcased in both the February show and September show, where the designs will instantly be available to purchase in-store.

“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.  Our shows have been evolving to close this gap for some time.  From livestreams, 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.”  Said Burberry Chief Creative and Chief Executive Officer Christopher Bailey.

The new merging of the Brit, London and Prorsum lines will carry on in the new runway and Burberry will be working with London Collections for an innovated men’s fashion calendar. Another highlight of this renewed calendar is the immediate display of the new collections on store windows right after the shows. As for the brands’ advertising campaigns, they will take over the media world straightaway in the form of key digital and print media.

Cindy Menassa