Burberry shakes up fashion with their game changing announcement

Burberry Womenswear S_S16 Show Final_003 Just yesterday, only days away from the start of fashion month, Burberry made a major fashion announcement. Plans for a see now/buy now system, bound to shake up the current way we buy our clothes. No longer will there be separate men’s and women’s shows but rather a single Burberry show. They're also stripping back on the usual seasonal collection names and instead will have two collections, quite simply called 'September' and 'February.' However, the biggest change to come is that we will no longer have to wait the painfully long six months after viewing a collection to get our hands on it - instead, we won't have to wait at all. The garments will be on sale online and in store the moment they hit the runway on the backs of the beautiful Burberry models. Chief Burberry Creative and Chief Executive Officer Christopher Bailey told WDD, ‘you can’t talk to a customer and say, ‘we’re really excited, we’re going to stimulate you and inspire you, but you can’t touch it or feel it for another six months.’ His new direction aims to bridge the gap between the consumer and the brand with a consumer focus. No gender boundaries, no waiting time and a further focus on us? Sounds like Burberry are on the verge of genius right there. Image from observer.com