After revealing the items on 22 February at a customised venue in Kensington Gardens, the luxury British brand took the womenswear collection directly to its flagship Regent Street store where consumers can view and pre-order the items.
The move was made in keeping with Burberry’s plan to make runway collections available for sale online and in-store worldwide from September 2016. The London Fashion Week teaser, meanwhile, will extend to the brand’s Paris branch on 1 March.
Burberry highlighted its evolved Apple TV app, which now allows viewers to peruse products and designs from new collections in more detail than ever. Fashionistas can also request a call from customer service members to get the pre-order arranged.
Additionally, the Runway Made to Order service will provide the means to purchase and personalise selected Patchwork clothing and bags until 7 March.
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“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 Christopher Bailey, chief creative and CEO.
“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.”
At the Kensington Gardens unveiling, celebrity guests included Naomi Campbell, Rosie Huntington-Whiteley, Suki Waterhouse, Ellie Goulding, Nicholas Hoult, Noomi Rapace, Alexa Chung and media entrepreneur Jamal Edwards.
Further demonstrating how Burberry hopes to get connected, a soundtrack from the show, which was performed live by musician Jake Bugg, will be made available to purchase from the iTunes store.
While Burberry is leveraging its storefront to the max, an increased demand for storefronts in luxurious locations has sent central London commercial property rents up by 18 per cent in 2015, while they’re growing at the fastest rate since 1988.
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