Burberry lets you buy from catwalk

FROM catwalk to wardrobe in a matter of moments: British fashion brand Burberry is shaking up the fashion industry by selling its latest collections in its shops as soon as the models have marched down the runway.

The brand, famous for its check-lined trench coats, has already announced plans to sell its latest trends directly from the catwalk and will merge its male and female shows.

Burberry, whose latest campaign featured Rosie Huntington-Whiteley ( pictured), has already been trialling purchases directly from its catwalk and used social media – from Snapchat to Instagram – to promote its wares.

It is also ditching its Brit, London and Prorsum-named ranges and will only sell its single ‘Burberry’ label.

Burberry chief creative and chief executive officer Christopher Bailey said: ‘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.’ Burberry’s move will shake up the fashion industry. Traditionally high fashion brands hosted fashion shows to display their latest collections to fashion buyers from the big department stores – particularly those from the US. However, shows have become more of a marketing tool with shoppers able to see them online and through screens in shops. Fashion buyers no longer need to rely on them to know what to buy.

Luxury expert Luca Solca at Exane BNP Paribas said Burberry’s decision makes a ‘lot of sense’.

He added: ‘The fashion show calendar has been under pressure for a long time and the idea itself of having fashion shows is in question. Now most brands depend almost exclusively from their directly operated stores.’