Wednesday, 24 February 2010

The 21st Century Fashion Show

Burberry Autumn Winter 2010/11, Look 5

Yesterday at precisely 4.25pm the Burberry Autumn Winter 2010/11 show kicked off in London on the grounds of the Chelsea College of Art and Design. Prestigious guests were invited and it seemed like half of Hollywood took a break to see the show with Kate Hudson, Uma Thurman and the Olsen Twins only being a few of the big names. But more importantly it was live-streamed simultaneously to a global audience and in 3D to invited guests only in Paris, LA, New York, Tokyo and Dubai.

The collection was beautifully designed paying homage to their heritage roots that lie in military and focussing on their so fabulous outerwear. Creative director Christopher Bailey moved away from their famous trench coat and re-discovered the versatility of the aviator jacket which was then designed in many beautiful ways. Giant over sized collars, zips and buckles, sheep skin, tight skinny leather pants and a colour palette of creme, mustard and khaki where outstanding elements of the new collection.

Burberry Autumn Winter 2010/11 Look 8

Burberry Autumn Winter 2010/11 Look 10

Burberry Autumn Winter 2010/11 Look 52

Now broadcasting a show live digitally is not a new strategy to reach all your customers, however Burberry might have just invented the new way of retail and fashion shows in the 21st century as the online audience was able to click on the admired piece of clothing and pre-order it instantaneously on the Burberry Website. So what is new, and in my opinion very clever move from the marketing and communication team at Burberry, was the immediate pre-selling of the clothes on the runway. This is not all the pre-selling is limited to three days only and will end on Friday at 4pm. It allows Burberry's consumers to buy into the new collection while the excitement from the incredible show is still around. The time limit also offers a feeling of exclusivity. This was once again a brilliant strategy by Burberry and certainly puts them ahead of their competitors as Burberry combine the online and the offline worlds very cleverly and use it to their advantage.

It just leaves us wondering how the 21st century show will evolve and how the competitors will react to this move? Well, we are excited about these current developments and cannot wait to see what is coming next? Maybe some of the other designers at Milan and Paris Fashion Week have already another ace up their sleeves waiting to be released...???

Info taken from here, here and here.
Photos taken from here.

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