Burberry shortens the gap between catwalk and online

Burberry is cutting the gap between the catwalk and retail, both online and offline.

The upmarket fashion retailer, a Top250 retailer in the IRUK Top500 2016 research, says that clothes shown in its catwalk shows will in future be available to buy immediately after the show, both online and in retail stores.

The change comes as Burberry replaces its four-show calendar with two shows, shown in February and September, that will be aimed at a global audience and will not reflect specific seasons.

“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves,” said Burberry chief creative and chief executive officer Christopher Bailey. “Our shows have been evolving to close this gap for some time. 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.”

Advertising campaigns will also appear online and in print immediately after the collections have been presented on the runway.