High-fashion buyers want to be able to buy online or in a store soon after a fashion hits the runway, at a time when they plan to wear it. So instead of showing summer fashions in winter or spring fashions in fall, Burberry will show fashions when they're in season and immediately sell the clothing online and in stores. Logistics may be easier once the shows, production and distribution are aligned rather than separated by many months. Plus, Burberry is cutting back on shows, introducing collections on the runway twice a year instead of four times a year.
Another reason for the change in availability is to avoid the delay that allows others to produce lower-end versions of high fashion. This protects exclusivity for the brand, at least for a short period. See a style in a show? Click to buy right away, wear the clothing within days and bask in the status of being among the very first to have the latest style.
Burberry has been emphasising mobile marketing in recent years, finding that the majority of visits to its website come from mobile devices. Continuing with digital marketing, the brand's menswear collection recently streamed on Apple TV (but with no e-commerce opportunities). The brand is working with SnapChat to target fashionistas. Marketing remains an area for investment, even when Burberry considers cost-cutting moves.
