Burberry Goes Global for Fashion Week


Fashion Week has lost a little of its exclusiveness thanks to designers bringing their collections and shows to viewers around the world. Burberry hopped on that trend in a big way for its London Fashion Week event on Monday.

Its Autumn/Winter 2011 show was attended by over 1000 guests, but that paled in comparison to the worldwide viewership. Burberry flagship stores around the world streamed the show, and shoppers could ‘buy from the runway’ from in-store virtual trunk show events.

In case fashion fans couldn’t attend any of the 40 venues hosting the stream, Burberry also put it up on its own website and on partnered news, fashion and music sites. It could also be watched via an app on iPhone and iPad.

Having brought its new lines to just about everyone in the world with an Internet connection, Burberry also plans to work toward the Fashion Week impulse buy. For a week, shoppers will be able to purchase from the new lines online. The company plans to have items in their hands in just seven weeks, leaving plenty of time to plan outfits for the Autumn/Winter 2011 fashion season. And for an even faster fix, Burberry is selling the music tracks used in the show on its website using iTunes.

If this trend keeps up, the fashion industry’s long lead times may start to seem like a bit of a relic.


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