Burberry_radical new strategy_aligns runway and retail dates

A tough and radical new change in the fashion calendar just piblished yesterday. Burberry will combine the men’s and women’s shows and will present two runway events, per eyar. The collections will be available to buy in stores directly after the show. Burberry calls it seasonless.

Here is an exclusive, in-depth conversation, with Christopher Bailey (CHIEF EXECUTIVE & CHIEF CREATIVE OFFICER, BURBERRY). He reports about the logic behind this massive new move int the season calendar. Christopher Bailey in the interview: “You’re creating all this energy around something, and then you close the doors and say, ‘Forget about it now because it won’t be in the stores for five or six months.”

Read the very inspirping article and interview here on:

BUSINESS OF FASHION

 

© article and interview: BUSINESS OF FASHION